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Creating the new world of audio-visual cassette systems
Edward D. Baars
General Manager
Training and Education Systems Group
North American Philips Corp.
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Convenient pushbutton controls of the PIP Audiovisual Unit are demonstrated by the author.
Magnetic tape recording has been with us for more than 20 years. There is probably no easier or better system for storing information for quicic and easy referral than tape. In the years before 1960. magnetic tape was being widely used in sciiools and industry, but had never been able to crack the mass market. If one were to point to the single factor which had hindered the widespread use of inagnelie tape, it would be the awkward reei-to-reel threading system. As a result, the average person thought the operation of the tape rect)rder \sas only for tlie hi-fi enthusiast or the teehnically-inclineil.
The first attempt to solve tius problem and open up the mass market was the tape eartriilge. which eliminated reel-to-reel threading.
In the meantime. Philips engineers had devek)ped an even belter apjiroach to the problem. The answer, as you all know, was the Compact Cassette which North American Philips introduced in the U.S. in 1464. I he cassette not only eliminated reel-lo-reel threading, it also was lightweight, compact, easy to handle, easy to store and most important, retained the open reel tape reconler's fast forward and rewind features.
The Compact Cassette permitted the tape recorder to be designed so simply that it became child's play to operate. Because its overwhelming advantages opened the door to the mass use of tape recorders, the license to manufacture the Philips Compact Cassette uas iiffered to any qualified manufacturer who agreed to comply with the Philips standards. No royalties or no fees were asked, only adherence to established design dimensions to guarantee a worldwide standard.
lliis move so encouraged other MKinufaclurers to niake and sell cassettes and cassette equipment, that it quickly became a new industry in its own right. In just five years after North .American Philips introduced the cassette, this new induslrv saw its annual sales skyriKkct to over $200 million.
North .American Philips took a calculated risk in this arrangement, creating its own competition. Hut, North American Philips knew its own well-designed. Noreico quality products would stand u|i [o any compel it ion. Its confidence was well founded. Since 1964. more Noreico tape cassette playbacks and recorders have been sold than any other make. And, the Compact Cassette
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