HP has announced a new colour management system designed to take the hassle out of calibrating devices for its range of printers, cameras and televisions at PMA 2007 in Las Vegas.

Teaming up with Shrek makers, DreamWorks in Hollywood, the new system, which comes complete with logo will be called DreamColor.

"The technology requires no calibration as the technology will be included and processed in the device", said an excited Vyomesh (VJ) Joshi, HP's worldwide executive vice president, Imaging and Printing Group at a keynote speech at PMA in Las Vegas.

HP is kicking off the initiative by planning to include the technology in a range of new products including its cameras, printers and televisions. Announced today, the company is launching two new professional printers; the Designjet Z3100 PS and the HP Photosmart Pro B9180 Photo Printer.

To increase the fanfare of the launch, Jeffery Katzenberg was there to show his company's support: "If we had picked the wrong shade of green for Shrek, I wouldn't be here today" said the CEO and K in DreamWorks SKG. "It's important therefore for us to make sure colour is replicated the same way every time."

"Together with HP we though it would be great to extend this technology used in our films to professional and consumer photographers around the world", said Katzenberg.

HP are hoping that companies like DreamWorks who need to ensure colour reproduction is matched correctly to the original whether it is display, printer or press will embrace the technology.

"We want this to be a cross-platform open standard that is embraced by the industry," said VJ, however the company has yet to announce any partnerships with other imaging companies such as Epson or Canon.

However the company will not be offering DreamColor support on its Snapfish online photo sharing service.

"It seems that HP don't expect professional photographers to use Snapfish" an industry commentator suggested to us.

HP has been working with DreamWorks on new technologies since 2001, when they collaborated on Shrek.

Dreamworks has said they are already using the new DreamColor technology for its up coming movie Shrek The Third due out in May.