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NEWS
March 8, 2004
Mark Chaplin is the President and Chief Executive Officer of Disc Go Technologies. Disc Go Technologies (Disc-Go-Tech) is the commercial leader in disc repair solutions world-wide. Disc-Go-Tech is the manufacturer of Disc-Go-Mech, the world's leading fully automated high-volume disc repair machine, as well as distributor of Disc-Go-Pod, an effective, low-cost and user-friendly machine ideal for retail stores and small operators.
"Scratching the Surface" on Digital Discs
Over the past 10 years, the digital disc has grown exponentially from being the primary media for music, to becoming the preferred digital data carrier for video, software and of course, video games. Today, every major console and virtually all computer games are disc based, starting with the Playstation console, to the new mini-DVD on the GameCube console. The International Recording Media Association reported that over 12 billion digital discs were manufactured in 2003 alone. Disc based media is ideal for cost-effective mass storage, vivid full-motion video and crisp clear audio. However, there is one small disadvantage to this amazing media, which can quickly ruin a positive customer experience. Almost everyone who handles discs has experienced this problem with the first hand: Scratch Damage. Scratches, scuffs, scrapes, dirt and that gooey stuff on the bottom of the disc that you just aren't sure what it is, all cause problems when trying to read the disc. This has been a huge concern for many of the video game retailers, video rental chains, game distributors and everyone else who deals with this media type. I can remember years ago, certain large video chains stating that they were not going to bring in the DVD format, because of the problems they had with Playstation discs in previous years. But the onslaught of the DVD was inevitable, and retailers and distributors are now scrambling to sort out solutions to often significant backlogs of damaged discs. Certain distributors are offering credits to retailers for the destruction of the media, while others are auctioning off the damaged discs to individuals and companies equipped to deal with the problem. Regardless of the situation, damaged discs cost distributors and retailers hundreds of millions of dollars each year.
There are solutions. When a digital disc gets scratched, the information is not damaged. In most cases, a DVD's information is sandwiched inside of the disc protected by 0.5mm of plastic on both sides. When the plastic gets scratched, the laser cannot read the information through the scratch. Simply remove a few microns of plastic from the disc, reveal a nice, clean surface, and the disc works perfectly again. Granted, there are some instances where the disc is cracked or dented, which cannot be repaired, but for over 94% of the damaged discs out there, there is hope. Albeit, it is not as easy as just grinding off a few layers of plastic: the material must be precisely removed, and then polished to restore optical clarity. Luckily, there are a wide array of devices and machines that do just that.
On the consumer side, small hand-powered machines are available at most major retailers. These machines will usually fix minor damage, yet leave the disc looking very poor and in un-saleable condition. Small retailers have the largest selection of disc repair devices available, starting at under $400 and scaling up to $12,000. These machines range in ability, dependability and performance, yet none are designed for high-volume. Any of these machines will repair discs and give an adequate finish for resale. Some are slightly faster than others, with outputs of up to 20 discs per hour, while others are easier to use for individuals not in the business of repairing discs. Many of these machines are labor intensive, requiring at least one operator tending constantly to the machine to change sandpapers and discs. The higher-priced machines in this category are automated, yet still offer very slow outputs of 10 discs per hour. Single stage machines are typically the best bet, as they provide a similar finish and result, while offering the user-friendliness and low-labor requirements of the automated machines. Again, more expensive products don't necessarily provide a better solution. Make sure to review the products on the market and choose an economical and practical choice that meets your requirements.
On the commercial side, there is one machine available to the large chains and distributors of digital discs. This machine will repair up to 100 discs per hour, using full automation capabilities. This machine is designed for continuous-duty, with minimal labor. One operator can operate 2 machines at once, and each machine is capable of repairing over 500,000 discs per year. These machines are in operation with many significant corporate customers in Europe and North America and are the preferred choice for high-volume commercial disc repair. If you are involved in distribution or resale of used games and video, this machine is definitely worth your consideration.
Disc damage is a very real problem facing many entertainment related industries today. Using the technologies available, the solution can be manageable and profitable. Small retailers currently offer the service to customers, while others deduct scratch damage fees from trade-ins. Obviously smaller machines are more intensive to operate than the larger commercial machines, but the end benefits of all disc repair machines are increased revenue, less waste and more product availability. Today, many industry professionals realize that if their companies are not performing some sort of disc repair operations, they are loosing massive revenues each day.
There is always speculation of the next media format that will dominate the marketplace. Today, there is talk of Flash memory, Video-on-Demand, and downloadable titles. However, until broadband technology is readily available world-wide, or industry can create a memory stick capable of holding over 17 Gigabytes of information for less than 25 cents, DVD is not going anywhere. DVD is the fastest growing and widely accepted media format ever. Still in its infancy in its growth cycle, it is over the next few years poised to force VHS tape and other medias obsolete. With this type of acceptance, and companies developing technologies to deal with damage, digital disc media will be around for many generations to enjoy.
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