Chicago Tribune from Chicago, Illinois • 170

I 72 Section 7 Chicago Tribune, Friday, June 7, 1985 CN Video Sony's 8 Breakthrough ugh or marketing smokescreen? By Hans Fantel obody can tell for sure whether Sony future has or a opened can of the worms. door's of When the the company declared in April 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 unanimitty, 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's motive. Some felt that the move was prompted not so much 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, edge of anything especially in a field the felt that with film sales slipping it company had created single-handedly a needed a foothold in the burgeoning video decade ago with the introduction of the industry. Not wanting to enter the market Betamax, the first home video recorder.

as a late-comer within the existing The new 8 mm. venture may simply be framework of Beta and VHS, Kodak Sony's way of upsetting established ap- struck out in new directions by licensing plecarts in hopes of rearranging the the 8 mm. format from its Japanese balance. If the new format proves suc- developers. Yet, despite an intensive adcessful, Sony will presumably climb to the vertising campaign, the new medium fell top of this particular heap.

flat. Against this hopeful scenario weighs the Public indifference was attributed to the public apathy shown toward the 8 mm. lack of pre-recorded cassettes in the new format when it was first launched by format. Without being able to go down to Kodak about a year ago. At that time, too, the video store and rent a movie for the Kodak's move was perceived mainly as a weekend, few customers were enticed.

marketing ploy. With video cassettes rap- Besides, the picture quality of the 8 mm. idly replacing film as the preferred medi- by technical reasons as by marketing Sony is naturally restive at the trailing um for home movies, Kodak apparently Continued on page THE BEST PRICES ON WINDOW WEAR ANYWHERE. THE BEST PRICES IN TOWN ON YOU'LL GROW ACCUSTOMED TO OUR OUR READY-TO- LOW PRICES ON CUSTOM WINDOW WEAR. HANG MINI-BLINDS.

FREE LABOR WITH EVERY Don't wait another day for mini-blinds. They're already ready at Fernchar. Alu- CUSTOM DRAPERY ORDER minum, wood or vinyl blinds from famous makers like Levolor, Bali and We famous in carry many names fine fabric. are available in the sizes below. (Even if you don't see your exact length, don't Manufacturers like Peter Kaufman, Anju and Covpanic, you can easily shorten blinds to fit.) ington: 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 Antique Satin, 135" wide 90" long for $99 complete. Comparable quality drapery would ALUMINUM (Colors: white and vanilla) retail for from $175.00 to $225.00. (Minimum length 42" LENGTHS 64" LENGTHS WOOD 23x42 SIZE PRICE 13.95 23x64 SIZE 16.50 SIZE 29.50 PRICE is 23x64 (Color: $24.98 pecan) CUSTOM MINI, MICRO, 51x64 24x42 14.25 24x64 17.50 52x64 30.00 24x64 25x64 25.98 26.98 32x64 33x64 34.98 33.98 VERTICAL BLINDS OR 25x42 14.50 25x64 18.25 54x64 32.50 26x64 27.98 34x64 35.98 26x42 14.75 26x64 18.75 60x64 35.50 27x64 28x64 28.98 29.98 35x64 36x64 36.98 37.98 PLEATED SHADES. 29x42 15.75 27x64 19.25 72x64 39.50 29x64 30.98 48x64 48.98 31x42 15.95 28x64 19.50 72" LENGTHS 30x64 31.98 60x64 59.98 ANY WAY, YOU GET 35x42 16.50 29x64 19.75 36x42 18.00 30x64 20.25 SIZE 23x72 PRICE 18.75 (Color: VINYL vanilla) OFF.

37x42 18.50 31x64 20.75 51x42 22.50 32x64 21.50 27x72 20.50 23x64 $21.98 Fernchar features all major brands of custom mini, 52x42 22.95 33x64 22.25 28x72 21.00 29x64 micro or vertical blinds Levolor, Bali, Delmar, name 'em we've 71x42 28.25 34x64 22.75 29x72 21.50 31x64 $12.98 got 'em. And we have them in scores of styles and hundreds of colors. We also 72x42 30.00 35x64 23.00 30x72 22.00 35x64 carry a wide variety of pleated shades. 32x64 73x42 30.50 36x64 23.50 31x72 22.50 39x64 32x72 23.00 45x64 50" LENGTHS 37x64 24.00 33x72 2 23.50 46x64 $15.98 SIZE PRICE 38x64 24.50 34x72 24.00 47x64 48x64 Headrail excellent for 35x50 18.50 39x64 2 25.00 35x72 24.50 sliding door 36x50 19.75 40x64 25.50 36x72 25.00 76x84 $29.98 51x50 24.25 42x64 41x64 26.00 26.50 43x72 28.50 How to measure CALL (312) 321-1510 52x50 71x50 28.25 32.75 43x64 27.00 48x72 29.50 your windows (PHONE ORDERS WELCOME WITH MAJOR CREDIT CARDS) 33.25 44x64 27.50 84" LENGTH OR 72x50 80x84 70.00 73x50 33.75 45x64 28.00 COME UP TO OUR 3rd FL. WAREHOUSE SHOWROOM 46x64 28.50 OUTSIDE MOUNT INSIDE MOUNT 222 W.

ONTARIO, CHICAGO 47x64 28.75 Don't forget to bring your 48x64 29,00 measurements! Fernchar Textiles THE WINDOW -WEAR WAREHOUSE THE BIGGEST SELECTION AND THE BEST PRICES ON WINDOW WEAR, ANYWHERE 222 W. ONTARIO OPEN: SAT..