Business screen magazine (1946)

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Kingdom, France, Italy, Germany, Austria, Switzerland and the Scandinavian Countries. More recently. (.iilor EVR was demonstrated in I okyo to major electronics lirnis there. Meantime, Motorola revealed its own entry into distribution of software. A comprehensive plan has been announced for training the continent's paper merchant sales force of 17.000 with EVR players in their homes. The prestigious BNA Films Division of The Bureau of National .Affairs decided to convert its 16mm management training series, The Effective Executive, to EVR cartridge format. National CATV Program Library, Inc. of By SAMUEL C. GALE Director of Marketing Videorecord Corp. of America The videorecord, no matter what i.'rm it takes, will be one of your most important communications tools during the next decade and Ixyond. It has the power to make a passive TV set into an interactive learning system through the use of \ isually stimulating on-line programming and responsive off-line programming and tnaterial. But, what about programmng? There are seven areas of opportunity when considering the use of videorecords: 1. Custom community educational programming, 2. electronic merchandising, 3. free film distribution, 4. training, 5. internal communications, 6. electronic publishing, and 7. entertainment. Custom Community EJucational Programming falls into the category of formal education. Only the videorecord of the future will provide this type of programmng in an interactive and self-pacing (relaxing) way. Gone will be the davs of darkened Dallas revealed a brotid program for supplying Community .Antenna cable systems with progranuning menus — on EVR cartridges. There are many more of which I will mention just one because of its strategic importance in this field. The company is 20th CenturyFox Films. Its spokesman was movie pioneer Darryl F. Zanuck, 20th Century's chairman of the board and chief executive officer. He announced that some 1,500 feature films would be duplicated on EVR cartridges to begin a major new motion picture industry. This move, towards rental of feature films for viewing in the home, was later endorsed by Fox's board of directors Zanuck, cited EVR's unique complete protection of valuable film rights and properties from piracy as a major reason for his decision. At this writing, no other system (.lemonsi rated or announced has compiled more than the smallest fraction of the quantity of corporate and educational community investment committed to EVR. Feature films committed to systems other than EVR are dwarfed by the size of the Zanuck endorsement alone. We confidently predict that for education and business uses in the field of pre-recorded video, EVR will remain the dominant if not only system of choice. What About Software? Videorecord Corporation is one of the first and most comprehensive firms preparing to meet the software needs of the cassette market. rooms, bulky projection equipment and central film repositories. A student wll be able to select his own subjects of interest and either play the information "on site" or take it home in the format that meets his at-home videorecord standard. For example, Videorecord Corporation will not only make its medical education programming available (initially in the CBS EVR format) for hospital consumption via VGA's national Videorecord distribution system, but will also offer the continuing education portion of its production to doctors, either in their home or office via VGA's Videorecord Club of America. Electronic Merchandising will be another natural result of the introduction of the videorecord. The problem with broadcast television as we now know it is that it reaches Meet the Author Samuel C. Gale is director of marketing for Videorecord Corporation of America, Westport, Conn. VIdeoreocrd is engaged in the production and distribution of programming for the emerging cartridge television industry with particular emphasis on the fields of education, entertainment, and health sciences. Active In audiovisual activities since 1960, Gale was previously vice president of sales for Capital Film Laboratories and head of his own company, Corser Enterprises. too many people! With the advent of videorecords, it will be possible for profit-oriented business to penetrate selective target audiences at a cost estimated to be twice that of existing broadcast cost-per-thousand rates. Think about that for a moment: Qualified, demographically controlled buyers at approximately twice the co.st of existing "shotgun" figures. In electronic merchandising, the videorecord can be a point-of-purchase traffic builder ... a decision maker ... a customer retainer. It is result oriented: and it should be produced with that basic thought in mind. Free Film Distribution via the \ ideorecord can help business reach audiences not now covered by existing 16mm film distribution systems. It has been estimated that there are more than 1500 sponsored film producers in the United States. I can foresee a time in the not too distant future when the sponsored film will be produced with the following thought in mind: Will the individual want to select this message for his own benefit? The days of audience figures for the sake of audience figures will diminish. The messages will become more specific . . . more eduContinued on next page FEBRUARY, 1971