Digital Video Disk (DVD) which took the United States by storm, breaking sales record after sales record, is only now beginning to catch the imagination of Irish market.
DVD players which, according to their makers, offer much better picture and sound quality than video recorders, retail in the region of £500 (#635). In contrast basic VHS video recorders can cost as little as £100.
According to Mr Bob Farrell, sales manager at Electricworld, DVD sales have been slow in the last six months because potential buyers are waiting for new models with a recording facility to reach the market.
Indeed, many retailers see the fact that the current DVD products do not allow the user to record from either video or TV as the main reason for relatively modest sales in Ireland.
However, Mr John Ward, media relations manager at Phillips said: "Our sales figures are on budget and we are very happy. Six months before the launch people were hearing about it in newspapers and television, but you can't expect people to just go out and fork out big money straight away."
Sony Ireland says that it expects the take-up of DVD video to increase soon, with more than 10,000 DVD video units being delivered into Ireland by the end of the year.
It appears that when players that have a recording facility do come on the market they will cost in the region of £1,000 but may still have a restriction on the length of time they record for.
According to Dixons, sales of players have taken off in recent week since the rental chain, Xtravision, in conjunction with Sony, started a DVD rental promotion in its outlets.
Mr Lorcan Sheehan, general manager at DID Electrical, also points out that the price of units has begun to fall - with Phillips going down from £600 to £380 in an offer which includes £100 worth of free films.
"For the last six months sales have been slow but they are now starting to take off very well. It wasn't in the public eye until recently but with digital television, and films in video stores on DVD, people are more interested in it."
A spokeswoman for Currys said that there had been interest in DVD even before the store began to stock players.
Sales had been good since the start with people who were buying new televisions opting for widescreen sets and DVD players to go along with them.
DVD advocates say the format offers much better picture and sound quality, a number of different angles of view as well as enhanced slow motion and pause functions and a more hard-wearing product which will not deteriorate with repeated use.
MovieMagic, which was the first video chain to stock DVD disks, has witnessed growing interest in the product and has invested extensively in a large selection of films on the new medium.
Mr Leon Ellison, sales and marketing manager at the company, said: "At the moment we are only seeing the tip of the iceberg in Ireland. When the price of the players comes down, you will see - especially at Christmas - a much larger interest in DVD.
"A lot of people are not aware of DVD, there is not enough information about it out there. But by the middle of next year it will be huge in Ireland."
