To: Stoctrash who wrote (24704 ) 11/1/1997 5:46:00 PM From: John Rieman Respond to of 50808
Matsushita plans to take Sony market share with Digital cameras..............................................scri.com TOC INDUSTRY NEWS Matsushita and DVCPRO Challenges Sony Next February's Winter Olympics will feature a battle by Matsushita Electric Industrial Co to break Sony Corp's grip as the world's leading supplier of TV broadcast equipment. As the ''official supplier'' of broadcasting equipment for the Games to be held in Nagano, about 90 minutes west of Tokyo, Matsushita said it hoped to boost its market share, especially as television stations make the switch to digital equipment. ''We've already seen a snowballing effect, with an increasing number of big U.S. and European networks switching from Sony to Matsushita,'' said Masahiko Kajitani, vice-president at Matsushita's Audio Visual Computer group. He said the Olympics will help Matsushita, which sells products under the Panasonic, National and Technics brand names, increase sales of its new DVCPRO videotape recording (VTR) system. Kajitani expects the global market for studio-use VTR systems to reach one trillion yen ($8.2 billion) within a few years, when sales of related equipment and software are included. Sony Corp has dominated the world market for nearly two decades with systems incompatible with Matsushita's, but Kajitani said the boost to its profile from the Olympics and Matsushita's new compact digital VTR system, at half the price of Sony's rival system, would change that. ''After two decades of struggling and miserable defeats, we can finally beat Sony,'' Kajitani said. Sony seems unruffled by Matsushita's moves. ''Matsushita may be the official supplier, but most systems that will be actually used for broadcasting the Games are Sony's,'' said Yoshibumi Kezuka, general manager of Sony's broadcast product group. Since launching the Panasonic DVCPRO in January 1996, Matsushita has sold about 20,000 units to networks and TV stations around the world, including NBC, CBS and the BBC, Kajitani said. Sony's comparable VTR system, Betacam SX, has sold 7,000 units since hitting the market late last year, according to Sony. Matsushita plans to spend three billion yen ($24.7 million) during the February 7-22 Games to put 630 of the DVCPRO units and 100 cameras at the 16 venues. Sony's Kezuka said he expects Betacam SX sales to jump when TV stations begin replacing the 350,000 analogue systems Sony has sold since 1982. Analysts say the two archrivals have reversed their roles in the latest battle. Matsushita appeared to get the advantage as Sony delayed development of its new digital systems while it tried to make its new systems compatible with its old analogue systems. Sony's Betacam SX, which is digital but can also play bulky analogue tapes, uses 1/2 inch tapes and costs 4.5 million yen ($37,200). Matsushita's DVCPRO, developed on the basis of cheap consumer-use digital VTRs, uses 1/4 inch tapes and costs 2.5 million yen ($20,660). Analysts said the need to switch to digital equipment has given Matsushita a tail wind. ''The difference of formats has become less important as a result of the emergence of digital technology. TV studios are now looking more into prices than the continuity of technology,'' said Kimihide Takano, an analyst at Dresdner Kleinwort Benson. Sony is now tackling projects to digitalise the whole television news process, from news gathering VTR systems to editing and transmission systems. ''More and more TV studios will start introducing computerised systems, and we are definitely very competitive in this field,'' said Sony's Kezuka. EU Raises Duties on Sony, Ikegami TV Cameras to Protect Philips BTS and Thomson The European Union has increased anti-dumping duties on television cameras shipped by Japan's Sony Corp. and Ikegami Tsushinki Co. Ltd. to 108.3 percent and 200.3 percent respectively. The previous duties, which were imposed in April 1994, were 62.6 percent for Sony TV cameras and 82.9 percent for Ikegami's cameras. They were justified by the fact that ''the anti-dumping measures had not resulted in a sufficient modification of resale prices'' in the 15-nation EU. The Commission listed the main European producers of TV cameras as being BTS Broadcast Television Systems GmbH, Griesheim, a Philips German unit, and Thomson Broadcast Systems.