Sony Adds DVD+RW To Blank Media Line

Park Ridge, N.J.— Sony Electronics has introduced DVD+RW media, model DPW47, that offers users 4.7GB of capacity or the ability to store over two hours of high-quality digital video. The media is designed as an ideal companion to Sony's new model DRU110A/C1 DVD+RW drive.

The DVD+RW discs can be re-written up to 1,000 times and are compatible with all DVD+RW recorders, most DVD-ROM drives and most existing consumer DVD-Video players. Sony said this enables a new level of convergence for digital video between personal computers and consumer electronics products.

The DPW47 media is available at a suggested $15.99 retail.

Sony also announced a new family of DVD recordable discs, including DVD-RW and DVD-R, as well as DVD+R. The DVD recordable discs provide users with high-quality video and audio, as well as high-capacity data storage and high-speed accessibility.

Sony's DVD-R and DVD-RW discs are designed to work with the company's VAIO Digital Studio Giga Pocket and MX personal computer models.

With 4.7GB data storage, Sony's single-sided DVD recordable discs hold seven times the capacity of CD-R/RW media, said Sony. Rewritable DVD discs employ phase change recording technology, which enables users to rewrite discs more than 1,000 times. DVD write-once recordable discs provide a relatively inexpensive way to store data and prevent accidental erasure.

DVD-R discs have a suggested $9.99 retail, while DVD-RW discs are available for $19.99 suggested retail.

Sony also is looking to enjoy the results of a new marketing strategy that will build into the first quarter of 2002. This includes both strategic repackaging and brand build-up, according to Joseph Stinziano, director of consumer and convergent technologies for Sony Electronics' recording media division. The company's four-pronged blitz focuses on promotion, packaging, products and public relations.

Promotions are mainly value-added, said Stinziano, for example, a free HBO overlay giveaway on selected media product and a MiniDisc labeling promotion with Avery.

With the new packaging, differentiation — primarily brand differentiation — will be the key. Sony plans to run the Sony name larger and product description smaller. "Consumers loyal to a brand run 60 percent, compared to 40 percent who pick price," said Stinziano.

Sony's 12-month to 18-month packaging rejuvenation project, which culminates in next year's first quarter, features lifestyle-oriented packaging. "Were looking for tone, mood, feeling in each [media] category, playing up to different lifestyle stages among different users," said Stinziano. "We're trying to convert users to [consumer electronics] enthusiasts."