Surprising Performance Of VCR Products In 1999 Highlights Growth Of More Recording Decks In Home As IRMA Study Registers Multi-Use At 53 Percent

As a popular product that brought movies to the living room, the VCR is showing signs of renewed sales growth just as new video entertainment devices add their impact to a consumer market that is apparently establishing mini-theaters in the home.1999ís record-setting 26 percent rise in sales of VHS video cassette recorders surprised consumer electronics industry participants who were aware that most American homes already owned a VHS recorder. Charles Van Horn, President of the International Recording Media Association (IRMA), said the more important ownership number is now that of homes containing more than one VCR, just as television evolved into a multi-receiver environment in the home.A new study by IRMA points to a 93 percent VCR penetration of TV households in North America with 53 percent of the homes now having multiple VCRs for use by the family.Van Horn said it is now obvious that VHS retains a formidable presence in consumer minds as shoppers find lower hardware prices and the broadest selection of recorded tapes.""Multiple VCR households are now more prevalent throughout the world, ëThe Worldwide VHS and 8mm. Videotape Market Intelligence Report' tells us,"" said Van Horn. ""Japan is estimated to have two or more VCRs in 45 percent of the country's homes while Europe has moved up to a 32 percent level.""He stressed the continuing potential for both blank and recorded video tapes to support the huge base of VCRs which has passed the 200 million unit sales level since the introduction of the longer recording VHS products nearly 25 years ago. ""As far as we can see, the VCR is here to stay,"" said Van Horn. ""With more VCRs moving into the home, the units are leading to separate home theaters serving the children, teenagers and adults in separate areas of the home, just as television does today.""Other favorable signs last year for the continued health of the VCR include $20 billion in sales of duplicated video cassettes - an increase of five million unit sales of blank tape - and sales of 27-million VHS-equipped VCRs.Drawing on its worldwide membership of 450 companies participating in the tape and optical media industry, IRMA is the advocate for the growth and development of all recording media. It is the industry forum for the exchange of information regarding global trends and innovations.