Chicago Tribune from Chicago, Illinois • 170

72 Section 7 Chicago Tribune, Friday. jne 7, 1985 CN Hideo Sony's 8 Breakthrough or marketing smokescreen? By Hans Fantel obody can tell for sure whether Sony has opened the doors of the future or a can of worms. When 1 the company declared in April felt that with film sales slipping it needed a foothold in the burgeoning video industry. Not wanting to enter the market as a late-comer within the existing framework of Beta and VHS, Kodak struck out in new directions by licensing the 8 mm. format from its Japanese developers.

Yet, despite an intensive advertising campaign, the new medium fell flat. Public indifference was attributed to the lack of pre-recorded cassettes in the new format. Without being able to go down to the video store and rent a movie for the weekend, few customers were enticed. Besides, the picture quality of the 8 mm. strategy.

It is no secret that Sony's Beta format has been steadily losing ground to the rival VHS. In some areas notably Japan and Southeast Asia Beta and VHS run neck and neck, but on a worldwide basis, Beta scarcely commands a quarter of the total market. That this decline has taken place despite the technical advantages of Beta especially the clearer picture obtainable at the slower and more economical tape speeds is proof that marketing clout often outweighs engineering considerations in achieving success for consumer goods. As the foremost technical innovator in home electronics and as a company with a proud history and a powerful presence, Sony is naturally restive at the trailing edge of anything especially in a field the company had created single-handedly a decade ago with the introduction of the Betamax, the first home video recorder. The new 8 mm.

venture may simply be Sony's way of upsetting established applecarts in hopes of rearranging the balance. If the new format proves successful, Sony will presumably climb to the top of this particular heap. Against this hopeful scenario weighs the public apathy shown toward the 8 mm. format when it was first launched by Kodak about a year ago. At that time, too, Kodak's move was perceived mainly as a marketing ploy.

With video cassettes rap-, idly replacing film as the preferred medium for home movies, Kodak apparently its intention to produce video equipment in the controversial 8 mm. format, reaction in the trade was hopeful surprise mixed with instant skepticism. Who, it was asked with a fair degree of unanimi-)ty, needs a third video format incompatible not just with VHS but also with Sony's own Beta? There was speculation among industry insiders about Sony motive. Some felt that the move was prompted not so much by technical reasons as by marketing Continued on page 74 1 YlME IB nr ax p) UULSZ-OUU DWG YOU1L GROW ACCUSTOMED TO OUR LOW PRICES ON CUSTOM WINDOW WEAR. THE BEST PRICES IN TOWN ON READY-TO-HANG MINI-BUNDS.

Don't wait another day for mini-blinds. They're already ready at Fernchar. Aluminum, wood or vinyl blinds from famous makers like Levolor. Bali and MSB are available in the sizes below. Even if you don't see your exact length, dont panic, you can easily shorten blinds to fit.) FREE LABOR WJTH EVERY CUSTOM DRAPERY ORDER We carry many famous names in fine fabric.

Manufacturers like Recer Kaufman. Anju and Covington: the exquisite designs of Jay Yang. Kajda and China Seas among many others. And at prices you have to see to believe. An example? How about custom-made draperies of Antiaue BLINDS-TO-GO Satin.

135" wide 90" long for S99 complete. Comparable quality drapery would retail for from S175.00 to $225.00. Minimum length ALUMINUM (Colors: white and vanilla) 64" LENGTHS WOOD (Color: pecan) SIZE PRICE- SIZE PRICE 42" LENGTHS SIZE PRICE 23x42 13.95 24x42 14.25 25x42 14.50 23x64 31x64132.91 25.9S 32x64 J3.98 33x64 34.98 34x64 3S.98 35x64 36.98 36x64 37.98 24x64 25x64 26x64 27x64 28x64 29x64 30x64 26.9S 27.9a 2B.98 29.98 30.98 31.98 51x64 29.50 52x64 30.00 54x64 32.50 60x64 35.50 72x64 39.50 72" LENGTHS SIZE PRICE CUSTOM MINI, MICRO, VERTICAL BLINDS OR PLEATED SHADES. ANY WAY, YOU GET 50 OFF. Fernchar features all major brands of custom mini.

23x64 16.50 24x64 17.50 25x64 18.25 26x64 18.75 27x64 19.25 28x64 19.50 29x64 19.75 30x64 20.25 31x64 20.75 48x64 48.98 60x64 $9.98 26x42 29x42 31x42 35x42 36x42 37x42 51x42 14.75 15.75 15.95 16.50 18.00 18.50 22.50 VINYL (Color: vanilla) 23x6 U.J9.98 321.98 32x64 21.50 27x6l 52x42 22.95 33x64 22.25 micro or vertical blinds Levolor. Bali, Delmar. name 'em we've got 'em. And we have them in scores of styles and hundreds of colors. We also carry a wide variety of pleated shades.

31x64 hJ12.98 32x64 39x61 71x42 28.25 34x64 22.75 72x42 30.00 35x64 2300 73x42 30.50- 36x64 2350 50" LENGTHS 24.00 ppifiP 38x64 2450 23x72 27x72 28x72 29x72 30x72 31x72 32x72 33x72 34x72 35x72 36x72 43x72 48x72 18.75 20.50 21.00 2150 22.00 2250 23.00 23.50 24.00 2450 25.00 2850 29.50 45x64 46x64 47x64 Headrafl excellent for 48x64 sliding door 39x64 25.00 40x64 2550 35x50 36x50 51x50 76x84 $29.98 How to measure your window 52x50 18.50 19.75 24.25 28.25 32.75 33.25 33.75 CALL (312) 321-1510 (PHONE ORDERS WELCOME WITH MAJOR CREDIT CARDS) OR COME UP TO OUR 3rd FL. WAREHOUSE SHOWROOM 222 W. ONTARIO, CHICAGO 84" LENGTH 80x84 70.00 71x50 72x50 73x50 41x64 26.00 42x64 2650 43x64 27.00 44x64 27.50 45x64 28.00 46x64 2850 47x64 28.75 48x64 29,00 Donl forget lo bring youf Fernchar Textiles I si THE BIGGEST SELECTION AND THE BEST PRICES ON WINDOW WEAR, ANYWHERE 222 W. ONTARIO OPEN: SAT..