May - The Old CATV Equipment Museum

.l.
. HBOANNOUNCES'Final'
Plan
'Our Gustomers'
. MARKETPROFILE/
. SCRAMBLING/
IRDDetails
TI=IETWICEPERMONTHBUSINESSJOURNALOF TVRO
cooP's
SATELLITE
DIGEST
MAY 1.5,1,985
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You'll find our new.comolete line
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3/csD-2/5.8s
SATELLITEDICEST eAGE
MAY 15,1985
REMEMBER
The Trees
It didn'ttakelongfor the rowoverscrambling
to
loseallperspective;
peoplequickly
became
swept
up
bythe'emotion'
of theissueandwellmeaning
reporterswrotestorieswhicheithermissedkeyelements
of 'the story'or deliberately
slantedwhat it was all
about.Let'sreview.
Scramblingis inevitable.The legislationof
1984assuresus of that.We anticipated
that even
backin 1980.Whatis notinevitable
isthatmorethan
a handfulof semi-important
channels
willscramble;
ever. So one must ask the question'Are those
channelswhichwillscramble
so terriblyimportant
that their specialrequirementsmust dictatehow
wedesignallsatellitereceivers?'Inotherwords,
is
havingHBOand Cinemaxand Showtime
and The
MovieChannel
so important
to ourwellbeingthatwe
mustacceptcertain'minimum
designstandards'for
our equipment
if we are to continue
to offerTVRO
usersthesechannels?
HBObelieves
thatitsserviceis terriblyimportant
to homesystemviewers.Theybelievethissostrongly thattheyhavegambledon an unproven
and untestedscrambling
systemby Linkabitand now we
learnthat if we are goingto use the Linkabitdescramblers
withour systems,
we mustbuilda new
breedof supersophisticated
receiver.And this will
costus moremoneythantoday'sreceivers.
Testsreportedin CSDfor April01 andCSD/2for
April1Sthrevealed
thattheactof descrambling
does
NOTrequirea specialreceiver.
M/A-Com's
Linkabit
'this is true,'butthenhasresponded
by admitting
tenedto pointout that the periphereal
functionof
'addressing'
eachdescrambler
doesrequirespecial
receivers;something
to do with'biterrors'and'data
flow'.An example.
A pigfarmerteacheshisherdof pigsto comefor
Hog Chowwhen he standsby the feed pen and
shouts'SUEEY- SUEEY'.
Allit takesis one pig in
theherd,smartenoughto identify'SUEEY'with
feedingtime,to starta stampedefor thefeedpens.Now
suppose
thefarmerhadto teacheachpig intheherd
cooP's
SATELLITE
DIGEST
/z
to respondto his specificname.Picturethefarmer
standingby the feed pen rattlingotf a long list of
'Albert,
individualnames.
Bertha,Clyde,Donny,Edward. . .'and so on throughthe wholeherd.Now
eachpig hasto knowandrecognize
his own individualnameandhe hasto be ableto pickhisname
o.utof a long,babbling
listof names.Someofthepigs
go hungrybecause
theyneverlearntheirnames.
The Linkabit
datastreamis likethat;yourindividualreceiver
hasto be'goodenough',
technically,
to pickouttheuniqueelectronic
digitaladdress
code
senttojustthat receiver.lf thereceiver'misses'the
tinyhighspeedaddress
buriedin a'stream'ofmillionsof addresses,
the TV set connectedto the receiver'goes
hungry';
it missesthedescrambled
HBO
programming.
At leastthatis whatM/A-Comis now
telling us after CSD revealedthat even oldfashionedreceiversworkjust fine with the 'basic'
descrambling
circuits.
Everybit of evidencewe haveturnedup reenforcesouroriginal
beliefthatLinkabit
compatible
systemsbuiltto Linkabitspecifications
aregoingto cost
everysegment
of themarketplace
moremoney;from
OEMto user.Andeverybitof testingCSDhasdone
convinces
usthattheincreased
complexity
andcost
isjustified
only becauseof theaddressing
scheme
or systemLinkabitengineershavecreated.
Addressing
maybeanultimate
factof lifewithany
scrambledservicebrought'to market'but it continuesto botherus that HBOwouldcommission
a
systemwhichforcesaddressing
andaddedexpense
on us, andour customers,
becausethat is the way
THEYhavedecidedto approachthismarketplace.
I
don'trememberthem
discussingthiswithusbefore
hand;I don'tremember
us askingto 'beaddresssed'.
Weoffered
themnumerous
alternatives:
SPACE.
for
example,
offeredrepeatedly
to establishan industry
wide collectionsystemor an industrywide 'surcharge'on new systems,to compensate
the programmers.HBOignoredthoseoffers.
COOP'SMID-MONTH/
continuespage30
C S D / 2 - C o o p ' s S a t e l l i t eD i g e s t i s p u b l i s h e dt w i c € p € r m o n t h b y W e s l I n d i e s
Video, Ltd., a Turks and Caicos Corporationwith corporateoff ices at WIV-TV,Grace
B a y ,P r o v i d e n c l a l e T
s ,u r k s & C a i c o sl s l a n d s ,B W l . S a l e s ,e d i t o r i a la n d s u b s c r i D t i o n
liason offices located at Fort Lauderdale,Fl. (p.O. Box 10065g,Fl. Laudsrdalo.Fl.
33310;305/771.0505
betwoen 9 AM and 4 pM eastem, we€kdays).CSO/2 is issued
o n t h e 1 s t h o l e a c h m o n t h a s t h e m i d . m o n t hc o m p a n i o nt o C S D w h i c h h a s b e e n
i s s u e do n t h e l s l o f e a c h m o n t h s i n c e O c t o b e | l g 7 9 i t h e , b i r t h ' o f h o m e T V R O .
CSD/2 is combinsd with CSD, a total of 24 issues per year, for all domestic (U.S.)
subscriptions and is also availableoptionally for CSD readersoutside ol the USA.
Additionally,CSO/2 is providedtrse.of.chargeto ail DeaterMembers of SPACE,the
internationaltrade association of TVRO, upon request from such dealer members.
CSD/2 is also a part of the'TVRO OealerStarter Kit' providedfree to aspiring TVRO
dealers who learn about TVRO from Coop's monthly column in Radlo.Electronics
magazine.CSD subscription rates are S75per year,24 issues, for ail US subscrjbers
or where US zip-codesapply; i85 per year (US funds) for Canada/Mexico;$i0O per
year (US funds) tor others.All copi€s sent via 1st-classAlRmail. West Indies Video,
Ltd. is a 'DealerPioneer'class member of SPACE.Copyrlghtacr
1985 by Robert 8.,
Susan T., Kevin P. and Tasha A. Coooer.
Introducing,,,
The
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M/A Com ' s RG 59, RG 6 and Dual 6 RibbonC abl ei s
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is availablein custom cut lengthsor l OOO'spools.
Volume discounts are available.
IN STOCK NOW AT
Inc.
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MasterStockingDistributorsof M/A Com LNAs, receivers,drives,antennas& cable.
Leading
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TheNortheast's
FactoryAuthorized
Seruice
Dealer
Training
Seminars
Satelltle
Vldeo
Servlces
SatelliteVideo
Services,Inc.
SatelliteVideo
ServicesWNY, Inc.
RR #1, Box85-S
NY 12414
Catskill,
East Avenue Extension
H o r n e l lN
, Y 14843
607-324-3435
518-678-9581
121-mm"r
8OO-831-1
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SatelliteVideo
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ServicesNH, Inc.
ServicesPA, Inc.
UnidenIntersatMIAGom
ValleyRd.
317 E. Pleasant
Luxor Gonifer Gensat Altoona,
PA 16602
814-942-5003
Houston
TrackerWinegard
o'rv
8OO-242-3860-pr
RFD#2, HarrimanHill Rd.
Raymond,
NH 03077
603-895-3182
800-448-0012'ruatona
_---
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SATELLITEDICEST pAGE
AUTOMATIONTECHNIQUES,
lNC. (1550N. 105thE Avenue,
Tulsa,Ok. 74116; 918/836-2584)has a pair of new blockdownconversionreceiversin production.ModelGLR-5008Dhas tunableaudio
with narrow and wide switching,automaticpoweringfor BDC and
LNA,skewcontrol,a built-inhorizontaland verticalrelayfor twin-LNA
systems,plus basebandand unfilteredvideo outputs.
Model GLR-530adds automaticpolarityswitching,digitalsteptuningof transponders,
two formsof audiomuting,automaticrelurnto
local(terrestrial
TV) servicewhenlhe receiveris switchedoff,a signal
level bar graph plus optionalinfraredremote conlrol which can be
factoryor field installed(.).
GLR-530
TOTALLYNEWFROMA.T
R.L.DRAKECO.(540Richard
St.,Miamisburg
, Oh.45342;S13t
866-2421)
has begunshippingnew receiverandiccessorymodels
firstshownattheLasVegasshow.ModelESR424
isa singleconversionORblockdownconversion
receiver
withinfrared
remotecontrol,
automatic
audiosubcarrier
seeking,directpolarization
controland
interlacing
withtheirnew ModelAPS4Z4antennaoositioner.
The
APS424is alsocontrolled
by thehandheld
infrared
remote.Drakeis
nowshipping
theirESR3248,a newblockversion
ofthepopular
324
singleconversion
receiver.
Drake'sBDCunitsutilizethe nowwell
i[#, crs/-'d""=u'ooo
SERVICES/
-.,r{ ,,o"o,Ribsyou,
EVENTS
used950-1450
MHz'lF'andcomplimenting
thereceivers
area pairof
LNBs(models
2500and2501,85 or 100degree,with60 dB of BDC
gain),and,the BDC24,a stand-alone
blockdownconverter
for use
withseoarate
LNAs.
Drakeisalsoreleasing
a newcommercial
receiver
fortheSMATV
andcablemarkets;
modelESR2240
is a blockunitwithan ootional
'cue'
secondaudiosubcarrier
demodulator
for
andnetworkadvisory
functions.
A companion
cable-grade
modulator,
the VM24l0,has
thumbwheel
selected
channels
to 400 MHz.
GENERAL
INSTRUMENTS
CORP.(RFSystemsDivision,
4229
S. Fremont
Avenue,Tucson,Arizona85714;602/294-1600)
has a
pairof new homeservicereceivers
for TVRO.The System1000
receiverusesan infraredhandheldremoteand featuresinclude
synthesized
audioandvideotuningwitha pairof presetaudiosubcarriers'in memory'for eachtransponder.
Model950hasthe primary
featuresof the System,|000lessthe remotecontrolabilitv.Both
receivers
function
witha BDCor LNBfrontend.
GENSATCOMMUNICATIONS
CORP.(951AtnessSt.. Downsview,OntarioM3J 2J1, Canada;416/736-4555)
has greailyexpandedtheirline-upof accessory
hardware
for theBSR-i2OO
btock
conversion
receivers.
TheBDC1.2is a direct-to-LNA
mounting
BDC
'/ Automation.Techniques
which.claims
a noisefigureof lessthan6 dB.Theunithasa gainlslope
hasfiledforChapter11 re-organization
andcourtprotection;
equalization
circuitsothatoutputlevelsatg5OMHzreferenCe
edltor.
thehioh
HBOFINALLYDecides!
,plan'to
HomeBox Officehas finallyreleasedtheirmarketing
distribute
theHBOandCinemax
services
to homeTVROuseis.HBO
PrexyJoeColllnssaystheplanwillgointoeffectimmediately
butthat
full-time
scrambling
of the HBOandCinemax
feedswill not begln
'untilhome
TVROownershavean opportunity
to obtainconsurier
descramblers'.
Hereis howit willwork:
1) M/A-Com,
the supplierof the consumerdescramblers,
is to
establish
theirown'computer
addressing
facility'whereindividualsubscribers
will be approved
for serviceand through
whichall individual
subscriber
addressing
willtakeplace.
(M/A-Comhas beenactive attemptingto sell ,other;satellite
delivered,cableprogrammerson the conceptof M/A-Combelng
the programserviceoperatorsince mid-April.This apparentl!
happenedafter HBO decided to cancel thelr own irirfetin!
plans.)
2) HBOwillsellto homeTVROownerswithin'cablefranchise
areas'through
HBO(andCinemax)
affiliates.
Eachcablefirm
willestablish
theirown'schedule
of rales'andthesecharges
willvaryfromareato area,at the 'whim'of the cablefirms.
(Therewas no cleardefinitionof ,cablefranchisearea'in the
announcement
but HBOhas In the pastsuggestedto afflliates
that for the purposesof selling homeTVROusers,a ,franchise
area'mightbe largerthantheactualmunicipalaleafor whichthe
cablecompanyholds a 'franchise'.)
3) .Outside
of thecableareas,or outsideof the,franchise
areas'
(however
ultimately
defined),HBOwillseltthe homeTVRO
userthrougha directsalesprogramutilizing
an gOOnumber
(tollfree)orderservice.
Themonthlyratesfor HBOandCinemax,soldinthismanner,
willbe912.95eachor $19.95forthe
pairof services.
,consistentwlth marketplace
. (HBOsays that these ratesare
valuealreadyestabllshedfor the two services'althoughniilonwlde the servicesare generallysold at about 75oloof this rate
throughcableafflliates.)
releasedatedMay2nd,reportedly
. l-t-99'.Collins,in a prepared
said"Weareverypleasedthatwe willbe ableto irovideHgOani
Cinemax
to homeTVROownerswhileprotecting
thesatellite
signals.
We believe
thatthisequipment
distribution
andservicesubscriotion
approachprovidesus with the most cost-etfective
and efficient
methodto serve'backyard
dish'owners."
HBOdidnotaddress
theon-going
question
of allowing
anypartof
theTVROindustry
(OEMs,
distributors
ordealers)
to participaie
inthe
saleor marketing
of the in-homeserviceand fromthe text of the
prepared
releaseit appeared
thatHBOdoesnotintendto allowanv
suchparticipation
by the TVROindustry.SPACEreactionwas as
expected.
TaylorHowardresponded
thatthe HBOannouncement
clears
theair of thecable createdmyth that ,the skies wlll go dark' and
provides
TVBOretailers
withproof thattherewillbe the continued
availability
programming
ofpremium
tohomesystems.
However,
Bud
Rosswasnotso pleasednotingthattheratesestablished
by HBOfor
directsaleare indeed25/" higherthan normalHBOand'Cinemax
rates.Rosswasalsoincensed
thatthecableoperator
is being,needlesslyinserted
intothe marketing
schemeandthe planallowsthe
cableoperatorto establishhis own ratesand reap,windfallprofits,
fromthe non-cableconnectedsubscribers.
SPACE
attorney
RickBrownusedtheannouncementto
notethat
tfe HBOplanis proofof theneedfor supportfortheCongressman
JuddGreggproposal
(HR1769)to bananyscrambling
fora two-year
'sortout'and
period
whilethemarketplace
mechanisms
descrambling
equipment
becomes
generally
available.
SATELLITE
DICEST
PAGE6/CSD-2/5-85
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(Retail)
UNDERSTOCK
OVERSTOCK
T H I S R E P O R TC
: S D / 2r o u t i n e l ys u r v e y sa p p r o x i m a t e l3y 0 0T V R Od e a l e r se a c h m o n t h t o d e t e r m i n e( 1 )h o w b u s i n e s s
) o n t h c o m p a r e sw i t h t h e s a m e m o n t h i n 1 9 8 a (; 2 )w h e t h e rf o u r p r i m a r ye q u i p m e n t
f o r t h e l a s t c o m p l e t e( c a l e n d a rm
i t e m sw e r e i n d e a l e r ' o v e r s t o c k( i' . e .l o o m a n y i n - h o u s eo) r ' u n d e r s t o c k(' i . e .s u p p l i e sd a n g e r o u s l yl o w a t r e t a i ll e v e l ) .
T h i s s e r v e sa s T V R O ' s" i n d u s t r yb a r o m e t e r "o f e q u i D m e n t r e n d sa t t h e r e t a i l / d e a l el re v e l .
end outputsat 1450MHz are -6 dB. Nominalgain is 14 dB at
'mid-band'
(1200MHz).TheirDualBDC1200ll hastwln outputsfor
processing
polarized
bothhorizontal
andvertical
signalsfroma dual
modefeed,slopeequalization
between
950and1450and15 dB of
gain.Thisunitusesa single,common'DRO'puckto maintain
oscillatorstability.
TheGensatBSR1200receiver
isalsonowavailable
asa
rackmounted
receiver
for SMATVapplications.
the CDR4112receiver,
Gensatalsoannounced
an (optionally)
intraredcontrolledconsumerreceiverwith synthesized
tuningand
digitalmicro-processor
controlthatincludes
a non-volatile
memory.
Thememorysystemretainsspecificinformation
for audiosubcarrier
tuning,audiomode,audiobandwidth,
videofinetuningandpolarizer
skewfor eachof 24 transponders
on up to 18 satellites.
Finally,Gensathasopenedotficesin the UnitedStateswithBobThetemporary
address
isSuite300,6584Poplar
byTaylorincharge.
Tn.38138(901/682-1670).
Stre6t,Memphis,
CDR4/12Is tull MTVROCompatlble
LOCOUDlvlslonof RadloSemlconductor,
Inc.(p.O.Box529,
StateCollege,Pa.16804;814/355-3494)
hasfileda petitionrequestingcourtapproval
for voluntary
bankruptcy
underChapter11 provisions.LOCOMseekslo have the protectionbf the courtwhile it
attempls
financialreorganization
of itsmonetary
attairs.LOCOMcites
pricecompetition
(fromFarEastern
intense
LNAsuppliers),
a general
downturn
in TVRObusinessduringthe firstquarterof 1985,and
problems
withtransfening
fromproto-type
associated
to fullproductiontheirnewlycreated'RoyalCommander'
lineof micro-processor
basedTVROreceivers
factorsto thefirm'sfinancial
as contributing
problems.
partners
LOCOMis stillseekingfinancial
to bringthenew
receiver
to marketandreports
fortheirLNAand
anupturninbusiness
otherproducts
sincethespringsellingseasonbegan.FirmPresident
KlngsleyHastingsreports
thefirmwould'seriously
consider
thesale
productandits technology'
of the RoyalCommander
at thistime.
LUXORNORTHAMERICACORP.(600 108thAvenueN.E..
Suite539,Bellevue,
Wa. 98004;206/451-44141
has introduced
a
numberof newblockdownconversion
outdoorunitsincluding
their
model9734'dual
downconverter'.
Luxorhasalsoformally
introduced
the9726LowNoiseBlockDownconverter
andreoorts
the'retailorice'
fortheunitis $450for a 100degree(LNB)unitand$550for the80
degreeunit.AnothernewLuxoroutdoorproductis the 9755standunit(seeCSD/2for March1Sth)which
aloneblockdownconverter
carriesa suggestedretailpriceof $205.
SAT-TECSALES,lNC.(2575BairdRoad,Penfield,
NewYork
14526;7161586-3950)
isotfering
dealers'cash
rebates'
onallSat-Tec
XLreceivers,
receivers,
standard
downconverters,
stereodemodulaproducts.
torsandantennapositioner
Thecashrebateperiodruns
through
June30thanddetailsareavailable
fromMikeO'Connell.
(480
SATELLITE
GROUND
COMPONENTS EastStreet,Suite3,
SimiValley,California
93065;805/583-4818)
has releaseda new
powersupplydesigned
to operate
singleordualpolarization
LNAplus
(block)downconverter
systems.
The powersupplycreates15 volts
DC (at850mils)andhastwosetsof F connectors
for in andoutput
connections.
Theunitcaniesa oneyearwarranty
for
andis available
immediate
shioment.
(5225OldOrchardRd.,Suite27STARTECHCORPORATION
has introduceda trio of sepaC, Skokie,ll. 60088;312/967-0170)
rate TVROreceiverproducts.ModelST-1000has matrixstereo,
detenttuning,skewcontrol(automatic
Polarotor
1 interfacing),
AFC,
video-invert,
and a matching(15 dB noisefigureclaimed)downconverter.
ModelST-9000
is continuous
tunewitha scanning
feature
andis matched
witha 13 dB noisefigure(claimed)
downconverter.
ModelST-3000
pricedwithbuilt-inmodulator,
is economy
skewconNEWPRODUCTSI
contlnueson page20
? roo,ooo
go,w osq
)
CPN, 7o,ooo
t50,000
P
The
Numbers
Game
Another new satelllte W publlcation ls tqring to conMnce you that bulng advertlsing space is a simple
matter of comparing numbers. "Buy us," they say,
"because
we have the largest dlstribution . . . buy us
because we have the lowest CPM."
"Know
We say:
what you're bul ng, ancltake a carefu|
look behlnclthose numbers."
Flrst of all, we must remember that there is a very
lmportant difference between COPIESDISTRIBUTED
and COPIESSOLD. Unfortunately,not eveql magazine
sent to the newsstanclsls bought anclreacl.Depencling
upon the qualltyof the publicatlon,the power of its cllstrlbutor and the type of newsstands to which it is circulatecl, a magazlne can sell in very hlgh or very low
percentages. lt's pretgl obMous that aclvertisingwhich
appears in unsold m4gazines is of no value.
The newest satellite W magazine saysthat it has the
"cost
lowest CPM,
per thousand reaclers."That'sinteresting because it is making this boast weeks before its
first issueevengoeson sale.Thatmeanstheyare making
the claim on the basisof copies printecl,not copies sold.
That is not a vallcl figure for CPM comparisons.
We at HOMESATELLITEWcan'Iglveyou
avaliclCPM
figure either.Our ffrst issuegoes on saleMay 23rcl ancl
we won't have meaningful s.rlesreports for weeks. We
can tellyou this:
Over 9O,OOO
copies of our first issuehavebeen clistributecl.The ne<t issuewillgo over IOO,OOO.
We are circulateclon newsstanclsthroughout North
America byWarner PublisherServices,the largestclistributor in the business.Warner's team of marketing o<perts maclethe clecisionas to how many copies should
be placeclin circulation.Theirfigure is baseclupon quality
clistributionin the best income areaswith a high percentage of salespotential.
We have procluceclan exciting magazine aimecl clirectly at the consumer who has a new interest in WRO.
Our professionalstaffhascaptureclthe wonclersof s.rtellite W with articles by experts you know and respect.
They have put them into a colorful package using moclem graphic techniquesto make the subiectalive ancl
unclerstanclable.
What we are saying is that HOME SATELLITE
W is the
quality consumer magazine...Qualigrin distribution,
quality in product. Ancl,asyou alreaclyknow qualityis
always the best buy.
Ad spacereseryationsfor issueNo. 2 close MAy gO.
CALLTODAYFORPRIMEPOSITIONS
MarleneCollier
MikeGumpel
MillerMagazines,Inc.
Ventura,California
805643.3664
U
I
I flrlr
0
The QUALITYGonsumerMagazine
MarthaRayFedric
MediaTech,
lnc.
(NationalAdReps)
Grenada,
Mississippi
601226,6807
I
SATELLITEDICEST eAGEe/csD-2/s.8s
PROFILE
OF
A MARKET:
Partone
FROMThe Top
comingto grips with the ,scrambling
situation,
In the beginning,
we knewwho the firstusersof TVRO
becomesmorepressing.
were.Theywerehamradiooperators,
peoplewholivedin the
C) BuylngHablts.lf thetypicatbuyeris middteandupper
middleof 350,000acreranchesin NewMexico,and people
incomeonly,andhe is payingcashfor hissystem'(or
who had hugebankaccountsand someparticularlustlor
arranging
hisownfinancing
to buya system),
themar_
sportsprogramming.
Thehamsbuilttheirsystems,
usuallyfor
ketplacewillultimatelyself-limitbecau'se
noi everyone
under$2,000.Therestpaidbig bucksfor theirsystems;upcanaffordthecash-up-front
dollars.We needto linow
wardslo $36,500if theyselectedSclentlflc-Atantaas their
moreaboutthebuyinghabitsof theconsumer
whohas
supplier.
Andtherewasnomiddleground,nomiddle-America
beenattractedto TVROto date and to betterunderbuyer.
standhowto motivatethe buyerwhohasnotyet purcAndthenthemarketbeganto change.Thehamsfigured
hasedfrom us.
outtheycouldbuildtwoaseasilyasone,andtheybecameour
Tolearnaboutsize,thedepthandtheprofileof ourpresent
first'dealers'(1).
AndfirmswithoutSA'soverhead
figuredout
marketplace,
CSDgottogetherwitha majortelecommunicathatit youcouldsellonesystemlor 936,500,
youcouldprob- tionscorporation
andwepackaged
thesetwoelements
witha
ablysell10for$3,650andwe hadtheearlyentrance
of firms groupof hardwareequipment
supplierswillingto sharebesuchasChannelMaster.Andthusa middle-America
market- tween500and1,000customer
namesandaddresses
takenat
placedeveloped.
And it grewand grewso thatby 1984we
randomlromeachof the OEM'swarrantycardreturnfiles.
weresellingmorethan400,000newterminals
peryear.But
Wewerecareful
who werewe sellingtheseterminals
to, andwhy werethey varietyof products,to selectOEMswhosolda considerable
on a nationalbasis.We were equally
buyingfromus???
carefulto selectout a time-diverse
cross
CSDdecidedto find out. And not simplybecausethat cardnamescoveringthe full four year sectionof wari.anty
span of the TVRO
seemedlike somethingthat neededto be iJone.We had ing.ugtry.
Thenwe puttogeJhera 4 page,45 questionsurvey
several
concerns
to resolveandwe'llsharesomeofthemwith whichwe mailedto nearly5,000existingowners
andusersof
you:
TVRO.To makethe recipients
of the s-urvey
morewillingto
thesurvey(requiring
from15to 20 minutesof their
A) Market slze. lf you determinedthat the only REAL complete
lime
since
most of the guestionswere multiple-choice
marketplacefor homeTVROswas the rural market
a promiseof 1wocrisp,new,$1 bills,wdsincluded
wheretelevisionreceptionby moretraditional(and answers)
person
for
each
returning
a surveyform.
lessexpensive)
meanswaspooror non-existent,
ihen
potential
ourtotal
marketplace
wasgoingto be limited.
conducted
duringthefirstquarter
- .Theresultofthisproject,
Perhapsto no morethan2,000,000
homeunits.With
year,wasmorethan2,000returned
of.llr.is
surveys;43.6/ool
the industryracingrapidlytowardsthe 1,000,000
terallTVROownersreceiving
thesurveyreturned
itessentially
or
minalmark,a conclusion
favoring
ourjustbeinga rural
totallycomplete.
Andfromthattabulation
of morethan2,000
phenomenon
was important
to recognize.
rgpry!-su1v_eys,
_- market
CSDhaspubtished
a 1S0page,t ggs(CSD)
B) MarketType.lf theprogrammlngavailable-via
satel- TVROMARKETPROFTLE'.
This profiteib avaitabte
undel.
litewas an importantpart of the consumerbuying specialcontractto businesses
and individuals
whoseekdedecision,
thenwheretheconsumer
livesis lessimiloitaileddemographic
profilesand behavorial
answersto the
People
justastheydo in
watch
movies
in
Atlanta
40+ questionswe posedto TVRO owners(2). Over the
Lant.
"Dubois,
Wyoming.
lf moviesweremoreimportarit
than
courseofthenexttwoissuesof CSDandCSD/2,wewillshare
a lackof localreception,
not only is the sizeof the
just a tinyfractionof this analysiswith you so that you will
marketconsiderably
greater,but the importance
of
betterunderstand
the marketplace
whichyou are now involvedwith.The'MarketProfile'is a copywritten
reportproexpense
andseveraldozen,clients;
1l Thellrst dealerto operatesolelyas a dealerwasFredHopen_ ducedatconsiderable
will
garten(amateur
profileddatafound
KlVR)whoopenedhis,ChannelOne'TVRObusi_ be usingthe reamsof demographically
nessin Waltham,Ma. in the springof .1979.Hopengarten
and analysisof the
otfered hereto createtheirown interpretations
Microdyne.commercial
equipment
TVROmarketplace
inhomesystemconfi-gurations
for the balanceof 1995.Of particular
and
continuesin the samebusinesstoday.
interest
willbe the measurement
andanalysisof ,behavorial
l-_
.
PAGE 10/CSD-2/5-85
motivations';
clearinsightintowhydifferentageandincome munitieswherecableserviceexisted.He alsotookthisas a
buyershaveoptedto buyand 'signal'that
distributed
andgeographically
the natureor'mix'of homeTVROselling
was
usea homeTVROsystem.
rapidlychangingand he forecasta greaternumberof 'small
dish'systems,
locatedin suburban
backyards,
in 1985as a
OTHEREfforts
result.
On an on-goingbasis,theChannelMasterCorporation
The1984Channel
Mastersurvey,
whichChannel
Master
homeTVROmarketingdepartment,
underthe tutorshipof willinglyhas sharedwiththe balanceof the marketplace,
is
'TVRO
DonaldBerg,hascompleted
its own
MarketProfile' importantto us here becauseit providesus with a 'scale'
fortwoconsecutive
years.TheChannelMasterapproach
isto againstwhichto compare
thetabulated
resultsof thespringof
enclose
witheachnewTVROsystemormajorcomponent
unit '1985 (CSD)TVROMarket Profile'. A similarstudy,con'minia customerwarrantycard whichalso doublesas a
ductedby UnidenCorporation
througha similarwarranty
card
market-survey'.
TheCMwarranty
cardapproach
extracts
data approach,
was alsoinstructive.
'marketwhichthecompany
feelswillhelpit betterdetermine
But,a studyconducted
by onemanufacturer
represents
a
placemotivation'
forluturesales.Thisapproach
is commonly profile
at bestof thecustomers
of justthatmanufacturer.
The
practiced
bymanyindustry
leadersinotherfields
andfromthis distribution
patternof anysinglemanufacturer,
evena Chanmarketresearch
important
trendsin buyinghabitsas wellas
'uneven'.
Nosinglesupplier,
the demographic
makeupof the buyersare detected.From nelMasteror a Uniden,is at best
yet hasa totally'inteincluding
Channel
MasterandUniden,
this'earlydetectionsystem'bettermarketing
strategies
de- grateddistribution
system'which properlybalancesrural
velopandnewmarketing
plansare born.
salesandsuburban
salesandurbansalesDatlerns.
Channel
ChannelMasterfoundthatintheyear1984,themajority
of Master'sstrength,for severaldecades,has been in rural
'Poor
their homeTVROcustomers
cited
TV reception'and areas.Uniden'sstrengthis not yet clear other than their
'MoreTVchoices'asthetwoprimary
reasons
forinvesting
in volumedistribution.
a TVRO.ChannelMasteralsofoundthat 19olo
of all people
Sowhenwe areableto takea ChannelMaster'question'
returning
theirwarrantycardsand completing
the questions and find a 'reasonable
fit' to a specificquestionin our 45
'No
'Poor
on the cardreportedtheyhad
TV reception'
or
TV question
survey,we considerthatmore'luck'thanskillsince
reception'.
Thisnumbercompares
withbetween4 and5%of ournearly5,000questionnaire
formseventually
filteredoutto
allAmerican
homeswhichwouldfindthemselves
inthesame whatweintended
to bea totallyintegrated
marketplace
made
reception
situation.
ChannelMasteralsofoundthat62%of all upof rural,suburban
andurbanusersspreadoveralltypesof
thosesurveyed
reported
theyhadreception
fromfiveorfewer equipment
packagesfrom exceedingly
expensiveto exchannelspriorto investing
in a satellitedish;nationally,
there ceedingly
inexpensive.
Thereisvalueinanystudyconducted;
wouldbe between20 and 21"/"in the samepredicament. thereis morevaluein somethanothers.Thepioneering
work
Bothof thesesurveyresults,from the ChannelMaster doneinthisfieldbyChannelMasterandUnidenis recognized
study,wouldsupportthethesisthatthe majorityof ourTVRO andimportant.
Andwherewe foundimportant'fits'
between
cuslomers
to date are peoplewho livein areaswheredirect datasetsin thesurveyscited,we shallcallthemoutfor you.
(terrestrial)
televisionreceptionis pooror belowacceptable Moreimportant,
wherewe did notfindfitsbetweendata,we
levels.Thelogicalextension
of sucha profilewouldleadone shallalsocallthatout for you.
to theconclusion
thatultimately,
this marketplacewouldbe
Customers?
saturatedsincebarely1/5thof all Americanhomesare so WHEREAre TVRO'conflicts'
Weforesawthe
between
locatedthat they havefive or fewertelevisionchannelsto
cableandTVRO'coming'.
And
we
carefully
questions
selected
our
selectfrom.Still,inthe18,000,000
relatingto the
or so realm(thenumber
of
of eachTVROownerso thatwe mightbetter
homesor livingunitsthat equalsthe percentages
tossed livingsituation
why peoplewho haveaccessto cableteleviabouthere),themarketplace
wouldseemto bebarely'dented' understand
sion service(s)would,in fact,optfor a homeTVROsystem.
at the 1,000,000
home(TVRO)terminal
levet.
patternof TVRO
The ChannelMaster1984 survey,however,revealed Ourdataclearlyshowshowthe behavorial
'matured'
something
sincethe 1980-g'lera
else;'a trend'since1984'ssurveywasthesecond buyershas changedor
respondents
suchcompilation
wereasked
done by ChannelMaster.CM foundthat buyers.InourCSDstudy-approach,
they live and how longthey have had a
whereasintheir1983survey11%ol allTVROcustomers
had to identifywhere
'where-they-live'
profilewasthenbrokenout for
accessto cableTV,thatin their1984survey,thisnumberhad TVRO.The
analysis
in
several
waysincludingthe regionof the United
risensharplyto 21 percent.ChannelMaster'sBergtookthis
asanindication
thathomeTVROsellingwasmovingoutofthe Stateswheretheylive(i.e.Pacific,West-Central,
Southwest,
East-Central,
Mid-Atlantic
countryside
andNewEngland;
and intoeitherthe suburbsor the smallercom- Southeast,
see
map).Thenwe wantedto see wherethey lived,relativeto
townsandmetropolitan
areasof varioussizes.Wealsoidenti2/'The 1985(CSD)TVROMarketProflle'is immediately
avail- fiedhow longeachcategoryhad ownedtheirsystemsand
able,onanindividual
copybasis,fromCSDMagazine.
The150page furtherbrokethatdownbytheirincomelevelsandbythetype
reportincludes52 pagesof 'cross-tabulation'
tables,22 pagesof
'summary
of workdoneby the Tamilyhead'.
tables',a 16page'executive
summary'suitably
illustrated
Hereis a summaryof thatdata:
withgraphslo highlight
the size,caliberand scopeof the market.
Manager
for thesurveyproperwasRuddickResearchInternationA) TVROOwnersLive In:
al, Inc.,a leading
marketing
andcommunications
marketing
strategy
yES/
1 ) I n c o r p o r a t etdo w n s o r c i t i e s
research
firmwithheadquarters
in Tulsa,Oklahonia
and including
25.8%
NOt71.90'/0
amongst
itsclients
firmssuchasBechtel
Corporation,
General
Motors
B) Distanceto nearestCity of 100,000or More:
Corporation,
Goodyear
Tireand RubberCompany,
U.S.SteelCoryES/ 30.4olo
1) Lessthan50 miles
poration
andXeroxCorporation.
Instructions
for ordering
thiscopyyES/ 62.6010
2) MoreThan50 Miles
writtenreportappearhereon page13 or call CSD Magazine
at
-0505.
3) Wfthincfty 100,000+
305/771
YES/5.3%
SATELLITEDICESI eace
11/csD-2/s-Bs
W H E R ET V R OO W N E R SL I V E
PACIFIC
22.20h
WEST CENTRAL
22.40
D-ATLAN
5.3%
EAST CENTRAL
'12.4o/o
SOUTHEAST
16.2%
NO RESPONSEII.2Oh
NotethatChannelMastertoundT3/oare ,rural'(withoul
defining
thetermrural),1gy"are ,onfarms'and7% aresub_
uroan.
distribution
. Our studyalsofoundthat the geographic
of
satelliteuserswas:
A) Pacific,(Ataska,Hawaji,Catifornia,
tdaho,Oregon,
Utah,Washington,
andArizona):22.i"hoialltermiials
nowinstalled
B) Southwest(Arkans^as,-Oklahoma,
Louisiana,
Texas,
allterminals
nowinstalled
^. 3ld Ner Mexico):13.3o/ool
C) West-Central(Colorado,lowa,Xanias,frlinnesota
Montana,Nebiaska,lrto-rtn
Oitota,-Sdrtn Oaf<oia,
Wisconsin
andWyomingl:22.4o/o
of all ttiminatsnow
installed
D)
Georgia,Mississippi,
louthgast.(Ftorida,..Atabama,
NorthCarolina,SouthCarolina,Teniesseeand Vir_
of all terminalsnowinstalled
_. ginia):16.2o/o
,logarithmic,.
24 months,
hasbeenvirtually
In measuring
the
termof ownership,
we found:
1) 59.4%of ownershadpurchased
theirTVROwithin12
months of the surveyresponseOates
ltnrougntate
February)
2) 29.80/:had purchasedtheirterminalstrom
12 to 24
-. 1r:qths priorto the surveydate
3) 7.Bo/o_.had
purchasedthei; ter;inals from 24 to 36
prior
y91ths
to the surveydate
-.
4) 1.go/o
hadownedtheirterminilifiomSOto 48 months,
and,
5) An additional
,longer
1.37ohadownedtheirterminals
than48
(in
theory,
out
to
tne
d7,ontn pointor
Juneof T-o1r-tnsl
1979whenthefiistcommerciat_nome
termin_
als wereinstalled).
,activity,
the m'arketplace
has changed
., Significanily,
through
theyearswithcertainiegionsoiin"'6orntry,catching
e)
Indianl
Ke;iu;kt,Michisan,
flgt-9-elllll
{tfil"'.r,.
-now onfaster'toTVROthanoth"rs,a"no
tnln ;i;;;6lo*n asthey
unlo and West
Virginia):12.4o/o
of all terminats
ceriainsrageof maturitytorrirf,eis"aiuration).
For
installed
:"_1*13
examole:
F) irlid-Ailantic(Delaware,_Maryland,
NewJersey,New
Of all terminalssoldto date:
York,Pennsylvania
andDistrictot botumOia;:
S.gV"o,t
1) The Pacific districtachieved24.5o/o
of rts present
all terminalsnow installed
ggtulgtiolat a point24 months,back,;
G)
^,
(Connecticut,
Massachusetts,
z, ! neNo.rtheast,
Maine,
lPy,E,l_gland
bycomparison,
didnotreachthesame
N.ew
Hampshire,
RhodelslandandVermont):
2.9ohoi
pointof saturation
untilsome14 monthibacf.
all terminalsnowinstalled
H)
market,forhomeTVROsbetween12 and
_ Or,the'hottest
Ig."jgllOurside of USAbutwithinU.S.or Canadian 24
months'back'wasthe pacific,"gion
DOMSAT
coverage
regions
): 4.1"/"ol allterminals
now
ol all
tbrlrlq' 44.go/o
terminals
installed.
owned,in THAT12month-perio'di;hib
the
stowest
geographic
areawithinthatSAMEt'Z montnpeiioOwastne
ThegrowthoftheTVROmarketplace,
duringthepast18to
Southeast
whenbut 21.4o/o
ot affpresenify'oilieO
terminals
PAGE12|CSD-2/5-85
wereourchased.
Thecrosstabulations
breaksthepurchases
'motivadownregionbyregion,timeframebytimeframe,and
tion-by-motivation'
so that a 'student'can followthe exact
progress
of terminalsalesfor thefull(fiveyear)historyof the
markelplace.
With25.8%of userslivingin incorporated
townsor cities,
thestudyfoundthat10.1olo
of allsystemownerslivedintowns
of lessthan10,000population
whilecitieswithover100,000
populationattractedthe next largestsegmentof town/city
dwellersinthemarket;5.3%.TheChannelMasterstudyfound
similarnumbers;
73olo
described
theirlocation
as'rural'while
7"h wereselfdescribedas 'suburban(urban)'.
Profilesof thetypicalTVROuserfellintoseveraldistinct
patterns,
asdidtheuseof terminals.
Severaldozenchartsand
tablesin thefullstudypointouttheviewinghabitsandeducationalbackground,
as well as the incomelevel,for TVRO
usersin eachgeographic
district.lt appearsthemajordemographicsegmentsare:
1) Thelargest
single'category'
is married
withchildren
at
home,aged35 to 49,earning$30,000t0 $49,999per
year,witha highschooleducation
butselfdescribed
as
'professional'.
2) The secondlargestcategoryconsistsof a married
householdwith childrengrown,60 years of age or
older, with an annualfamilyincomeof between
with somecollegeor vo-tech
$18,000and $29,999
schooling
creditsand 'retired'of semi-retired.
ChannelMasterfound(withfewerrespondentchoicesto
selectfrom)that the 'typical'customer
had a household
incomeof morethan$30,000(butlessthan$50,000),
a high
schooleducation,more than two peoplein the home and
self-described
as'bluecollar'.Significantly,
ChannelMaster
also found 'retired'asthe secondlargestcategory.
HOWThey Buy
Eightof the questionnaire
topicsdeveloped
a behavorial
profileof theTVROconsumer;
or how theydescribedthemselvesas purchasers
inthemarketplace.
Thequestions
were
'general'to seekout patterns
anddid notspecifythe buying
processas it relatedonlyto TVRO.Amongwhatwe learned:
A) A highpercentage
do comparepriceswhenshopping
percentage
BUTa significant
doesNOTtendto buyat
the 'lowestprices'found.
percenAnothersignificant
tage saidthey 'usuallybuy morethanthey planned
whileshopping'
althougha surprising
majoritysaid
theywillNOTbuysoonerif creditis available.
Therehas alwaysbeen muchdiscussionwithinthe
marketing
armof theinduslryasto whatmotivatesa personto
actuallylearnaboutandthento buya TVROsystem.Thatlirst
'exposure'to
TVROis criticalbecauseit startsthe purchase
process.Our sludyfound:
A) Themajorityol buyerseithersawa systemat a neighbor'sor relative's,or, saw a systemin operationat a
dealer(59.4%).
A sizeablepercentage
citeda'lackof
cable'or'cable
is tooexpensive'as
a reasonto purchasea TVRO.Thatnumberwillcomebackagainaswe
shallsee in CSDfor June1st.
Afterthefirstexposureandinterest,
what'motivates'the
@nsumerto buya TVRO?Again,respondents
weregiven8
possibleanswersandonceagaintherewasa clearcut leader;
60.5%reportedthat'More Channelswlth a GreaterProgrammlng Varlety' was the primarymotivationfor buyinga
terminal.However,runningconlraryto this answerwere
severalsub-groupswithinthe wholeof the study.
SATELLITE
DIGEST
A G E O F H E A DO F H O U S E H O L D
60 and older
NO RESPONSEIl.OOA
1) Peoplewho had purchased
theirterminal3 or more
years prlor to the studysignificantly
lelt strongabout
'GetlingBetter
Quallty Programs';
2) Peoplewho livedwherelhere was NO receptionAT
ALL had a much broader'reason-range'
for their
purchase.
3) Peoplein the southeastsegmentof the countrycited
'moremovles'as a predominant
reasonfortheTVRO
whilepeopleinthePaclflcsegmentof
thecountrywere
lar lessinterestedin movies.
4) Peopleeaming$50,000or moreperyearweremore
H O U S E H O L DI N C O M E
U N D E R$ 1 8 , O O O
$18,000- $29,
\
34.3o/o
$50,000and above
$30,000. $ 4 9 , 9 9 9
NO RESPONSEI4.2o/o
THEBIG
BLACKBOOK
THATUNLOCKS
THESECRETS
OF THETVRO
Fa#.
MARKETPLACE
WHO -
WHAT-
:"rflyr#f"s
up the 1985TVROmarketplace?
ls the marketplace
shiftingfromruratto
Iil:tffi:?:,ffi"fi5J"":iil#??t
ffi:i$,
sports,
news???
How
important
torvRoowners
are
Now forthefirsttimethere^is
profile'oftheTVROmarketplace;
a'definitive
a detailed,
perceptive
lookat the
demographics
of the TVROconsumer,completewith behavoriat
s6gmentitionpioiif'estMore m.ani,ooo
present-day
ownersof r!.RO completeda 43.question,four-pagei-urveydesignedby skilledmarxZting
strategists
to elicitdatawhichwouldallowa fullcomputer
tabulati6n
of the''demo"gr"pni"s
of TVRO.'
,The
THE1985(CSD)TVROMarketProfile'contains150pagesof charts,analysis,
tablesandsummaries.
provides
insight
into
the
motivations
of
TVRO
and
reveals
important'user
iurcnase
satisfaction'
19119'
and
TVROsystem'useprofiles'
forthefirsttime.'TheProfile'
is skillfully
editedandarranged
intosections
to allow
cursory,
intermediate
andin-depth
analysis
of allof theimportant
fictorsinfluencing
iVnO prrcniie-anOuse.
tft^l19!^"gjs there are32 'basictables',49 'cross-tabulation
tabtes'and 38 'behaviorat
tendency
Ii'ilil
'slmmary
raoles'.A 16 page'Executive
Summary'backedyp by 22 pagesof
tables'is tailoredfor the busy
management
personwhoneedsto understand
thebasicmotivations
of TVRObutwhodoesnothavethetimet6
preparehis own analysis.
'The1985(CSD)
TVROMarketProfile'is available
to youon a confidential
basisforuselimitedto withinyour
organization,
andit maynotbe reproduced
norprintedin anyformwithoutthewrittenconsentof tne copyiight
holders.
METHODOLOGY/Nearly 5,000 home TVRO system users were identified
throughan arrangement
with a cross-section
of TVRO hardwareoriginalequipment suppliers.A randomsampleof warrantyregistrationcard files provideda
master'survey
universe'covering
the period1980through1985,spreadoverall
regionsof the UnitedStatesand outsidethe USAwhereDOMSAT(domesticUS
satellites)can be received.Survey results are based upon 2,086 responses
(43.6%)receivedby the specifiedcut-offdate. The studywas conductedunder
contractby RuddickResearchInternational.
Partlal llstlng ot qu€stlons Includod In orlglnal 3uruey form: How long had satelliteearthstation?Rgglon of country? Primaryuse of system? Factor that convlnc€d you lo buy
system? Numberof broadcasttelevision
numberol hours per we€k salellitesystem used by all membersol household?Sailstactlon wllh sstglllts recelvlng squlpment? Satellitestuned-inthree or more times per week?
Catogory of Programmlng vlswed most lrgqusntly by housohold on satelllte? Categoriesof programmingviewed next-mostfrequently?lmportant source of sstelllts proglammlng Inlormallon? Main benefitexpectedfrom satellileequipment?How much sponl on satellllo rscelvlng equlpmont? Otherelectronicequipmsntcurreniy have or own in home?
equipmentwithin next 12 months?Equlpmsnt plan on buylng? Age of head of household?Famlly staius ol household? lncomeof household?Educatlon ot head of household?
Occupationof headof household?Publlcatlons subscrib€d lo or read rsgularlly? Programmingsourcesvi€wedthroughsatellile:ABC, CBS, NBC, WTBS, WGN, USA Network,CBN,
ESPN,HBO, Cinemd, Showtlme.Typeol productsusuallypurchased?Buy soongr It on credil? Gen€rallya'risk taker'in purchasing?
Wh€n shopplng, genorallybuy mors than
antic|patgd?Use800.to||.freenumberswhenshoppin9?Tendtobuymerchand|sobasdupon
Generally comparg prlceg b€fore buylng?
household:Localion ol residence by region; Educationallevel ol head of household;Occupationof head ol household;Magazines subscribedto or read regularly. Blhavloral
Satellitesviewed;Types of programmingviewed; Seruic€sviewed (Viewership,Programmingviewed).
HOWTO
'The 1985(CSD)TVROMarket
Profile'
PLEASEenter our order for a singlecopyof the 150 page'1985(CSD)TVRO Market profile'. Our checkfor 91,000,to
WestIndiesVideo,Ltd.,is attached.We understand
thatthis'Profile'is beingsoldto us withour agreementthat no portions
maybe duplicatedfor distributionnor publishedwithoutthe writtenconsentofthe copyrightholderslWe also understandthat
our copy will be sent via FederalExpresswithin two workingdays of receiptof odr order and payment.
Shipto:
NAME
COMPANY
(streetonly)
ADDRESS
CITY
(
Telephone
Number:
STATE
ztP
We agree to the confidentialityterms of this 'Profile':
Signature
Order
WestIndiesVideo,Ltd. FortLauderdale.
Fl. 33310
P.O.Box100858
-0505)
(Telephone
305/771
Tifle
COOP'S SATELLITEDICESf
aptto cite'moresports' as theirreasonfora terminal
whilepeopleinthe18 to 34agegroupwereleastaptto
cite moresportsas a reasonfor buyinga lerminal.
Becauseof the demographic
breakdown,by program
type,yearsof ownershipof a terminal,locationwithinthe
country,
thenumberof stationsreceived
withouta TVRO,the
agegroups,and,lhe incomelevels,thefullstudyrevealeda
numberol enlightening
patternswhichallowthe skilled
marketing
personto focuson potentially
usefuladvertising
messagesand promotionsfor the sale ol TVRO.
WHATThey Buy
Formorethana year,theindustry
hasbeenpricedrivenat
boththewholesale
andretaillevels.Yet,asCSD/2forJanuary
1sthreported,theaverageretailpricefor a homesystemhas
not droppedfromoneyearagoin spiteof thepre-occupation
by membersof the industry'with price'.The 1985TVRO
MarketProfilesubstantiates
thisattheretailorconsumer
level
as well.
Thosesurveyedweregiven5 pricerangechoicesfor the
amountlhey had paid for their systems.And 91.3%paid
between$1,500and $5,000for their systemswilh 44.2./o
payingbetween$3,001and $5,0fl1fortheirsystems.When
price-paidis viewedas a functionof 'age of system'and
'bcatbn
patternsemerge.
of user'severalinteresting
A) Systems
costinglessthan$1,500aremostfrequently
foundin the mid-westand southwestand leastfrequentlyfoundin the northeast.
B) Systemscostingmorethan 95,(X10
aremostfrequenlly foundin the southwest,
Pacificand northeast.
C) Peoplebetween18and34,earningbetween$12,000
and $18,000per year are most apt to purchasea
systemcostingunder$1,500.
D) Peopleover50 and earningmorethan$50,000per
year are mostapt to purchasesystemsover 95,000
(especially
in the northeast).
ls the TVRO systemmerelyan extensionof a buyer's
fascination
with'electronic
toys'?Certainly
a TVROis about
'homeelectronics
themostsophisticated
andeasy-to-use
toy'
available
to theconsumer
at thepresenttime.lt,however,
the
primarymarkelto date has beento peoplewho are excited
about'lhemachine'andlessin lovewiththeproduct(i.e.the
programming
it creates),
therearedangersignsherefor the
longtermgrowthof the industry.
ChannelMasterin their 1984surveyfoundthat TSo/o
ol
theircustomerssurveyedownedtwo or moretelevisionreceivers.We foundthat 80o/o
of all TVROusersownedtwo or
moreTV sets.ChannelMasteralsofoundthat35o/o
ol all(CM)
TVROownersalsoowneda VCRwhilewefoundthat39.5olo
oi
allTVROownershada VCR.Bothnumbersaresignificantly
higher(bya factorgreaterthan2) thanthepopulation
baseas
a whole.
Wealsofoundhighownership
of personal
computers
and
even'amateurradioequipment'.
Thatone botheredus until
wecrosscheckedandlearnedthatthosewhoownedamaleur
radioequipment
wereheavy'earlyusers'of TVRO,beinga
significant-percentage
of theearlyTVROuniverse
(i.e.owning
lerminalsfor overthreeyears).
TVRO'usepatterns',
a measurement
of notonlyhowthe
terminals
areusedbuthowoftentheconsumerswaich
television,turnedupsomeinteresting
datapreviously
onlyguessed
about.According
to theNovember
(1994)NatldnalAuArcnce
DemographlcsReport,a frequentlyusedrelerencein the
(overthe air) broadcasting
industry,the typical(average)
Americanhomehadthe television
set operiiional37 hour6
nnce
15/csD-2/5.85
and24minutesper weekin thefallof 1994.lf youmadethe
assumption
thateachday in a weekwasevenlysplitfor TV
viewing,thatworksoutto about5 hoursand20 minutesper
day.
SatelllteTV vlewersare heavyusersof television.
1) 19.5olo
usedtheir(satelllte)television
fewerthan 30
hours perweek;
21 25.9./0
usedtheirequipment
between30and39 hours
perweek;
31 23.2/ousedtheirequipment
between40 and 49 hour
perweek;
41 12.4o/o
usedtheirequipment
between50and59 hours
perweek;
5) 18.4olo
usedtheirequipmentmore than 50 hour per
week.
Thereis a'breaking-in
period'however;
peoplewhohad
theirterminalslongertendedto use theirterminalslessper
week.Peopleinthesoutheast
andPacificwerelessaptto use
theirlerminalsheavilythanpeoplein the northeast,
as well.
SATISFACTION
Guaranteed?
Seemingly,
satisfieduserswouldbe interested
in recommendinghomesystemsto neighbors
and relatives,
andalso
interested
in upgrading
or expanding
theirsystemsas well.
Thestudyaskedthosesurveyed
fortheir'levelof satisfaction'
withtheirhomesystem.We foundan exceptionally
highpercentage(62.6old
was'extremelysailsfled'(thehighestlevel
possible')
of satisfaction
withtheirsystemsand satisfaction
seemedto increase
with'age'likea finewinei72.2o/o
of those
whohadownedsystems3 years or more were'extremely
geographic
satisfied'.
Likewise,
localehada bearingon staisfactionwiththeleastsatisfied
in thesouthwest
andmid-west.
Approximately1 userin 5 anticipates
buyingsomeadditionalTVROequipment
during'1985andthisgroupexpands
to 1 userin3 whenyoulookonlyatthoseterminals
3 yearsold
or older.Nottoosurprising,
we learnthatmotorized
actuators
and receiverremotecontrols(or new receivers
with remote
control)
arethetwomostoftencited'newequipment'categorieslor existing
TVROowners.
Whatwilltheybuy?
Motorizedacluators(41.9y"1and receiverremotecontroll_qs(23.5olo)
leadthe listbutpeoplein the northeast
areonly
!079-gslikelyto buya newactuatorthisyearas peoptein th6
Pacilicregion.lf you wantto sell new recelversto existing
owners,go to the southeastand concentrate
on userswho
earn$50,000ormoreperyear.lf youwanttosellnewdlshes,
lindcuslomers
withdishesmorethanB yearsold in the midwestor southwestearning$50,000or moreper year.New
LNAsalesareplannedby only1 existingsystemoivnerin 50
andthenyouwillhaveyourbestchancewithcustomers
who
havesystemsfrom12to 36monthsold,livinginthenortheast,
receivingno otf-airTV stations,aged 18 to 34 and earning
over$50,000per yearl
series,profiting
the,1985(CSD)TVRO
_ Thismultiple-part
MarketProflle',willcontinuein ourJune01 issuewherewe
will concentrate
on the unusualviewinghabitsof satellite
users.Pleasenotethattheseextractshavebeentakenfrom
the recentlyreleased'1985 (CSD)TVRO Market proflle'
wheremorelhan150pagesof summarized
dataexplains
the
typeof marketplace
we nowdealin asan industry.
Fullcopies
'Profile'
of this
are available;
see page13 here.
3/Thereare89,400,000
U.S.homesequipped
withtelevision
sets
representing
98%of all American
households.
SATELLITE
DICEST
PAGE16/CSD-2/5-85
OUTMOR
l,|lT
IR RBOTE
COilTNOLLER
rlSH
||tTEiliA
LOCALVHF
IIIPW
TV0R V!DEol.{litTn
SCRAMBLING
PART2:
THEIRDUNIT
' D IAICLoCK
TYPICAL
TVROconflguratlon
uslng lntegratedRecelver(lRD);drawing
Descrambler
courtesy
of M/A-Com.
The 'lRD' or VC2000Mdevicewas createdostensibly connector.
one
must'talk'with
receiver
becauseM/A-Comclaimedtestingat Linkabitrevealedto
TheIRDunitandtheoriginal
'communica'
codes.Thereare 17
themthata verysmallpercentage
of the existingTVROre- another,usingelectronic
theIRDunitand
videoto proper- tion/control/powering'lines
required
between
baseband
ceiversprovided
adequately'pure'
ly interface
withan externally
connected
outboardbaseband the receiver.This meansthat any receiverdesignedto
pin
descrambler.
theIRDunitmustprovidefornotonlythe44
accommodate
'dalal
receivers,
M/A-Com
tested22consumer
according
to their connector
for the IRD unit,but for a minimumol 17
the IRDto the
to interface
reports,andfoundthat4 of thesereceivers
workedwith'no communication/powering'circuits
'with
4
requiredis shownhere in
modification'while
14 moreworked
modification.'and
receiverproper.The interfacing
The fourthat worked diagramform.
did not workeven wlth modification.
lines,there
andpowering
withoutmodification
wereneveridentified
as a groupbutthe
to thecommunication
lnaddition
unitwillinitiate
M/A-Com
T1.H1andViewstar1450modelswerebelieved
to
whichtheVC2000M/|RD
arecontrolfunctions
thattheTVROreceiver
letussuppose
be 3 of the 4.
Forexample,
ordictate.
package
of
to allowtheuserto usean infra'
M/A-Comsaid that becausesuch a low percentage
hasbeendesigned
input red remotecontrol with the receiver.One of the requirereceivers
testeddidfunctionwithan externalbaseband
controlcircuitry
isthatthisinlrared
descrambler,
theycreatedthe inboardor'lRD' descrambler mentsoftheVC2000M/lRD
command
The theorybehindthe inboardunitis that by
unitpackage.
of being'broken'by an uplinkinitiated
be
capable
'catching'the
withinthereceiver,
the
center.Thepurposeforthisis
satellite
signalinternally
fromtheprogramming
coming
plug-in
process'the
IRDunitcouldthen'moreproperly
signal to allowthe uplinker,
suchas HBO,to shut'downthe user's
betweenthe
and assurea highpercentage
of compatibility
by remotecontrol,Why would they
infrared
remote
control
'delicate'descramblercircuits
suchas
TheIRDunit, wantto do that? Thetheoryis thata programmer,
andthereceivers.
may not havebeena
or Integrated
ReceiverDescrambler,
HBO,mightwishto charge'extramoney'for the customer
premium
productof M/A-Comcreationat all, at leastconceptually. usinghisinfraredremotecontrolon the scrambled,
in turn, is 'obliged'
Duringthe LasVegasshowearlyin April,representatives
ol
channels.The receivermanufacturer,
to 'break'the inShowtime/The
MovieChannelwereopenly'taking
credit'for
underthe termsof the |RD-use-agreement
havingdirectedLinkabittowardsthe IRD unitclaimingthey fraredremotecontrollines.withinthe receiver,so thatil the
were'concerned
wishes,the normalhandheldcan be
that M/A-Comtestingrevealedsucha low
satelliteprogrammer
percentage
agreesto a
betweenreceivers.' rendered
ol scrambling
compatibility
uselessunlessthe(HBOet al)customer
Regardlessof who inspiredthe IRD unit, laterto be
to get use of the infraredcontrolback
special'surcharge'
where'M'stands
formodule,
theunit's again.
dubbedtheVC2000M,
firstin LaJollaat the LinkabitplantMarch28thand
unveiling
laterin Las Vegason March31st createda considerable
In anotherexample,therearestereooutputsforthe IRD
reactionfrom receiverOEMs.
andstandaloneVC2000Eunit.Theseareto accommodate
'brick'measuring
11.50
TheIRDis a 2 poundelectronic
(such
the plans{or-stereo
whichthe premiumprogrammers
incheswide by 9.02 incheslong by 1.77 inchestall (see
as HBO)are scheduling
at somefuturedate.The stereois
'miniaturized'verdrawing).Thiselectronic
brickis a relined,
actually
a featureof theLinkabitsystemandbothhomestyle
electronics
found
sionol thelulldescrambler
andaddressing
(i.e.the VC2C)are equipped
andcablestyledescramblers
in the earlierannounced
cableversionVC2Cdescrambler withleftandrightstereooutputs.Thetheoryis thatthe pre(seeCSDlorApril0l
1sth).TheIRDunitis
andCSD/2lorApril
miumprogrammer
maywishto chargean'extrafee'foruseof
foritbythe
designed
toslideintoanopening
orcavityprovided
thestereofeatureandonceagainthe stereolinesareto be
receiver
'broken'within
OEM.TheIRDunitconnectsitscircuitsto theTVRO
the receiver/lRD
systemso thatthe uplinker
receivercircuitsthrougha 44 pin (!) Amphenollype 225D
canrequesta customer
to paya special(added)feefor the
package,confibenefitsof stereo.lf not,the |RD/receiver
guredas Linkabitrequiresfromthe OEM,willdeliverthe
by
Alll Lake
audioin'livingmonaural'
only.Youcanspotthesetwounusual
'functions'
The SatelliteLlnk
as lines7 and 8 in the 'VCllMInterface'
drawing
Ft. Lauderdale,Fl.
shownhere.
I
I
COOP'S SATELLITEDICESf
ence
17lcsD.2/s-Bs
DISAELE
STEREO
IF
lo u.xz lF input(top left)and IRDfunctionsthroughto stereooutput,basebandvideooutputand RFoutput(right handside);
drawingcourtesy
of M/A-Com.
HEAVYPowerUser
As mentioned
brieflyin CSDfor May 1st,oneof the concernsvoicedbyreceiver
OEMson handattheLaJollaunveilingdealtwiththepowering
requirements
of the IRDunit.All
TVROreceivers
requirepowerandpowersupplies
inthe12to
25 volt range,DC,are prettystandard.Somereceiversup-r
F-rrr
rr
---rrr
lrr-
r
r--rrr-
Yt0€0T0 vc ltr
I
I
I
1
I
I
I
I
-aAuDIo FRO4
VClul
R E C E I V EURI { I T
l.wrLtr\
L------lrr-
DATA/cLocK
--r-r--r-
- - - - - - - J
VCIIM INTERFACE/note 'stereo disable'and ,lR disabte, llnes
iust above mid-way point on receiver to VCIIM interlacing; draw_
ing courtesyof M/A-Com.
I
!
I
I
I
I
I
t
I
I
I
I
pliershaveformanyyearsseparated
the(117volt)ACto (12
to 25volt)DCpowersupplies
fromtheTVROreceiver
proper,
prefering
to shipa self-contained'wall
mount'power'block'
to
powerthereceiver.
Suchwall-socketmounting
units
typically
'l AMPor less,
provide
at 15to 18voltsDC.Thisoowerisfed
intotheTVROreceiver
witha smalltwin-wire
cablethrough
someformof miniature
plugon the backof the (TVRO)receiver.
Suchpowersuppliestypicallyare 'UL' or otherwise
approved
powersupplies;
as stand-alone
youcanfindmany
variations
of thisfamilyof supplies
at RadioShack,forexample,intendedto powereverything
fromcalculators
to video
games.Thereare two reasonswhy a receiverOEMwould
electthis'oulof-receiver'
approach
to (DC)powering
for his
receivercircuitry.
powersupplies,
1) Inboard
to meetUL andothercodes,
requirespecialprotective
circuitsdesignedto reduce
theopportunity
forshortcircuitsandpotential
electrical
fires.Suchseparate
suppliescommonly
get around
this requirement,
or have their own certification,
by
havingcircuitsbuilt-in
to theirownhousing.
2 ) I n b o a r dp o w e rs u p p l i e sg e n e r a t ec o n s i d e r a b l e
amounts
of heat;electrical
circuits
whichchangevoltages(fromAC to DC) or reducevoltages(from18
voltsto 12volts,forexample)
createheat;it is a partof
the process.Heat,in turn,causespartsin the same
housingto increasein operatingtemperature.
When
partsheatup,andcooloff,thevalueof the
electronic
parts(resistors,
capacitors,
transistors,
lCs) actually
change.
A circuitthatrequires
a 100ohmresistor
may
workquitedifferently
if thatresistorheatsup (because
'value'
of heatinsidethereceiver)
andchanges
to 10g
ohms.Thusheatinsideof a receiveris notdesirable
andmustbe'shunted
partsfrom
off'toprevent
internal
radically'changing
value'intheheating(andcooling)
process.Whenparts'changevalue,'thereceivercircuits're-tune'and
createproblems
such as receiver
SATELLITE
DICES
PAGE 18/CSD-2/5-85
I
see
DETATL-
4- SqEeT
toF6
VC.E M MODULE CASE
- TOP
SEE DETAT I- E*Eer
5d6
ELOW
ArR
CoLTNG
THRU
TC.B4RD
g4e9
A
PL
'I
vc-tr M
MoDULe
( 2e4A)
Pc. BdRD
s€r
3EE
DETAIL.
D6A|L-R-
SqEef
5 oF 6
D
vc-E s
BOTTOM
.6.!2,
(usE
a4 FLr HD 'ELF t""
1F F6uNb
NeceasARy)
MoDuLg
UALF
asE
.....-.-.......*l
J
LAYERING
and sub-assembly
of IRDmodule;notecenterof drawlngandcalloutfor sevenventllatlonholes.Drawing
courtesyof
M/A-Com.
(tuning)
drift.
was in the middleof the receiverhousing,as the example
The1.5ampsrequired
bytheIRDunitis from50to 100% receiveranddrawingsdepicted,
the heatcreatedby the IRD
morecurrentthanmanyof the mostpopularreceiversnow unitstillhadto findsomewayto 'filte/outofthefulllreceiver.
lt
usedto oowerboth the receiverand theoutdoorelectronics appeared
to thosewhowereskilledin suchproblem-solving
(i.e.downconverter
plusLNA).Therefore,
the IRDunititself thatthe onlyway all of thisheatcouldescapefromthe IRD
couldeasilydoublethe capacityrequiredfrom the power throughthebalanceof thereceiver
wasto 'in effecttoast'the
supply.Suchan increasein capacityis unlikelyto be metby an restof the receiverelectronics
in
the process.Oneengineer
mounted'powerblock.'This simply pickeduptheIRDelectronic
external,wall-sockel
brickandmumbled"Thisis nota
meansthatanyreceiver,
capableof handling
the IRDplug-in descrambler,
it is a portabletoaster!".
unit,wouldbe requiredto movethe full powersupplyback
Giventhe powersupplyrequirements,
the considerable
insideof the receiverhousingand to perhapsdoublethe amountof heatthatwas generatedwithinthe lRD,and the
capacityof the powersupplyin the process.
complexinterfacing
requirements
betweenthe IRDand the
Thereis, of course,a'$$' valueassignedto this.
basicreceiver,
veryfew of thosewho attendedthe La Jolla
Linkabithad maintained
that existingreceivers
couldbe sessionfeltthattheLinkabitestimateof increased
OEMcost'adapted
to the IRDunitfor between
$2 and$15OEMcost.' ingof '$2to $15perreceiver'
wasaccurate.
Severalfeltthatthe
Manyof thereceiver
designengineers
on handat LaJolladid larger,morecomplex,and difficult-to-ventilate
new receiver
powersupplyrequire- casealonewouldcostthereceiver
notsharethatestimate.
Theincreased
OEM'morethan$15each.'
'heat'
mentswas certainlya significanthurdlebut
was
lN THE June 1st CSD/this seriescontinueswith a
another.
'compact,'
The IRD unit itself,beingexceedingly
was completionof the discussionfor the VC2000Munit(lookgoingto 'dissipate'
1.5ampsin that11.5by9.02by 1.77inch ingat acutalinterfacing
to TVROreceivers
designed
to accept
'electronic
brick.'lt had to be notedthat the black,plastic- the 'lRD brick'),pricingand anticipated
deliveryof the lRD,
ribbedcovering
ontheIRDunithadbeencarefully
to and the complextestingprocedures
to be establishedby
designed
allowforthecirculation
of airaroundandperhapsthroughthe OEMswhowillmaketheirreceivers'lRD
comoatible.'
Alsoin
(seediagramhere,pro- theJune1stissue,a lookat the'stand-alone'VC2000E
sandwichtype boardconstruction
unit
videdby M/A-Com).
However,
il the 'cavity'for
the IRDunit whichacceptsbaseband
or 70 MHzlF inputs.
-
"o,r",r,,*rra*,Ldufiffi
+i
Ilil-.y,!Birp
t6
lhe ilone Scteflite
.,., ,, .,. ,..,
zo
fi
w*"
6y L6 ao,ri^ofon
iffw
,,'',W
I#bL
Dy Dav!,6.rdo^
DtsSmnir
n7(HAfliltrs
30
!ffioutrn
li,::'.,..;
32
3g
#,ffi"
-lffifr#tf;
lli
VolumeI, NumberI of HOMESATEttlTE
TV goes on sole on the nolion's newsslondsnexl week. lf you hove olreody
seeno preview copy,you know why this
exdting new mqgozineiso moior meqns
of communicqtionfrom you toyour next
.ustomers.Aimed directly ot the consumer who hos o new interest in TVRO,
HOME SATELIITETV is produced by
mogozineprofessionols.Theyhove coplured the wonders of sotelliretelevision
with orticlesby experts you know ond
Iespect.Theyhove put them inlo o colorful pockogeusingmodern grophictechniques lo moke rhe subiect olive ond
underslqndoble.
This new solesmonof privote eorth
slotions is disfributed on newsstonds
throughout North Americo by Worner
PublisherServices.lt is blozing new
troils into the homesof offtuentionsumerswho moke up the universeof your
solesprolections.
The secondissueof HOME SATELIITE
TV is now being produced. lt will be on
even bigger ond more exciting mogqzine.lt shouldbe corrying your messoge.
Reservotionsore beinq token now with
o closing dote of M-oy 30. Coll us
todoy to ossureprime spoce.
Milr"*iff:r"'
cHomcSdGltlterm
[ll?'ii*{ril
MillerMagazines,
Inr
Ventura,California
Bos643-s664
the Mogozine
For New TVRO Buyers
A,
601 226-6807
PAGE20/CSD-2/5-85
continuedfrom page6
NEWPRODUCTS/
trol, continuous
tune,videoinvertand signallevelmetering.
The
matching
downconverter
hasa (claimed)
noisefigureof 15 dB.
UNIDEN
CORPORATION
of Americahasmovedtheircoroorate
headquarters
from Huntington
Beach(California)
to Indianapolis;
Indiana46250(317/842-o28o).
6345Castleway
Court,Indianapolis,
werealsorePersonnel
at the firm'sNewYorkCityheadquarters
locatedto Indianapolis
in theconsolidation
of management
andproduct distribution;
UnidenTVROsystemshavebeendistributed
through
theIndianapolis
facilitysinceUnidenentered
theTVROfield.
Dealers
for Unidenarealsovyingfora newsalesincentive
award
paid8 dayand7 night
whichincludes
intheprizestringanall-expense
cruisehip throughout
the Caribbean.
The salescontestinvolves
pointsforproducts
selling
variousUniden
TVROproducts
andearning
sold.An accumulation
of 950points,throughJuly31st,resultsin the
dealerwinningthe cruisetrip.Pointsearnedvarylrom5 pointsfor
eachUST1000or UST3000receiver
soldto 20 oointsforeachUST
7000receiversystem(LNAand BDC).
VIEWSTAR,lNC. (55 MillnerAvenue,Scarborough,
Ontario,
Canada;416/298-9919)
has introduced
theirCSS 1450consumer
TVROreceiver
usingPLLquartzsynthesized
tuningand'fiddlefree'
performance
according
to thefirm.All functions
areinfraredremote
controlled,
includingparentalview control,stereosound,antenna
actuatorand transponder
memory.Viewstaralso reportsthe new
receiveris certified
to be compatible
withOakOrionandM/A-Com
Videocioher
descramblers.
FIDDLE-FREE
from Vlewstar
DISTRIBUTOR
Dolngs
HOOSIER
ELECTRONICS
hasopenedtwonewotficeandwarehousefacilities.
A newmid-western
location
is locatedat 8920Bond
Avenue,
Overland
Park,Kansas66214(8OOI4S7-3330)
inthegreater
KansasClty region.A new west-coast
locationis foundai t63O
Cerbrian,West Sacramenlo,California
95691: 800/457-3330.
Hoosier
claimsto bethelargestdistributor
of homeTVROequipment
nationally
andwasformedandheadquartered
inTerreHaute,Indiana
morethan14 yearsago.
MASTER
DISTRIBUTOR
(MDA)formedduring
ORGANTZATTON
the LasVegastradeshowin an etfortto providelowerequipment
buyingpricesand improved
dealertrainingand serviceto retailers
located
inthestatesof Indiana,
Tennessee,
WestVirginia,
Minnesota,
Michigan,
Ohio,Texas,Louisiana,
Floridaand Pennsylvania.
The
new distributor
association
has an ambitiousprogramplannedto
concentrate
distribution
and marketing
abilities
to the benefitof the
deale/s;a secondmeetingof thegroupwasscheduled
formid-May.
proInformation
tromMikeTalbert(812/426-2188)
ot FlameSatellite
ducts(Evansville,
Indiana).
penti(2000Barnes
MISATSATELLITE
CORPORATION
Streer.
con,8.C.,Canada;
604/493-7168)
hasbecomea 'masterdishibutor'
SATELLITE
DICEST
for the Automation
Technique
line-upof GLRseriesreceivers
and
accessories.
Misathas also becomeCanadiandistributor
for the
Fanon-Courier
lineof equipment.
Additionally,
Misat'sOrinBeebe
announces
the firm is otferingSMATVconsulting
services,
dealer
technical
seminars,
warranty
repairandexchange,
andotherdealeroriented
services
to Canadiandealers.
(Clifton
NATIONAL
SATELLITE
COMMUNICATIONS
Park,N.J.
andOrlando,
Fl.)hasopeneda new60,000squarefootfacilityat9220
Cody,OverlandPark,Kansas(66214).
Thenewfacilityis managed
by H. BruceBachelder
andJanetGildig.
NSChasalsointroduced
an'Authorized
DealerProgram'aimed
at
upgrading
retailers
existing
whobuyfromNSCbyproviding
theretailerswithextensive
additional
trainingandsalesandmarketing
support.NSCreportsthatapproximately
200 of their1100(+) dealer
accounts
havenowqualified
as 'AuthorizedNSCDealers'whichis
grantedon an 'exclusive
basis'.To qualify,dealersmusthavea
fulltimededication
to TVRO,a storefront
location,undergocredit
possessequipment
scrutinyand attendtrainingseminars,
testing
capability
and havecustomerrecommendations.
Information
from
RonaldBruceor GerryJordanat 518/383-2211.
PRECISION
SATELLITE
lNC. (715GroveStreet,
SYSTEMS,
Clearwater,
Fl.33515;800-HOT-DISH)
hasannounced
a new'shippingprogram'to
serveretailers
morequicklyanddependably.
They
callit'Same-Day/
Or-We-Pay'
and it meansthatall ordersplaced
betore12:00PMeasterntimewillbe shippedoutthesamedayOR
Precision
willpickup (pay)theheightcharges.
Theotferis subjectto
theavailability
of productin the warehouse,
of course.
SATELLITE
VIDEOSERVICES,
lNC. (RR#1,Box 85-S,Paul
SaxeRoad,Catskill,
NewYork12414;5181678-9581)
hasopeneda
fourthwarehouse
andretailer
service
outletinHornell,NewYork.The
outletis dubbed'Satellite
VideoServicesMestern
NewYork'andis
portionof the state70 milessouthof
locatedin the southwestern
Rochester.
Product
lineup includes
Uniden,Luxor,M/A-Com,
Intersat,Conifer,
Winegard,
HoustonTracker,Gensat,Laux,Chaparral
andKentResearch;
Christopher
Walczakis thethe GM.
Accessories
ANTENNAS/Antenna
(Box1416,Smithfield,
NC
MASTER
CORPORATION
CHANNEL
TVRO
1) willbe givingawaya trioof complete
27577;9191934-971
June
Electronic
Showin Chicago
systems
duringtheCES/Consumer
(plussystem)
a new6loot perloratedantenna
2-5.CMisintroducing
to theCMdisplay
atCESandis usingthegiveawayto drawattention
retailers
will
electronic
consumer
Onlyestablished
ofthenewproduct.
for the prize(s).
be eligible
CHAPARRALCOMMUNICATIONS,
Inc. (2360BeringDrive,
San Jose,Ca. 95131; 4081262-2536)
has createda new installer
'The
alignment
aid called
Arrow'. The plastictool is usedby the
installer
to insurecorrectrotational
orientation
of the feedto guard
againstpremature
servomotorfailure.The devicealsoassiststhe
dealerin installing
andadjusting
scalarringsfor specificf/D ratios.
Partnumber0471is for Polarotor
1, dualfeedand twistermodels
whilepartnumber0470is for the PolarAmp
unit.The'Arrow'is now
packedwithall unitsshipped.
routinely
DX COMMUNICATIONS,
tNC. (10 SkytineDrive,Hawthorne,
NewYork10523;914/347-4040)
has introduced
theirfirstantenna
positioner.
ModelDSB-400
usesmicrocomputer
technology
to coordinatethemovement
ofthedishto anyof24 programmed
pisitionsin
theClarkeOrbitbelt.Thecontroller
is totallycohpatible
withtheDX
DSB700seriesof blockdownconversion'receivers
and the 7OO's
21lcsD-2/s.ss
SATELLITEDICESI nnce
handheldinfraredremotecontrol.The controllerhas a 10 year memory shouldpowerfail,programmablelimits,parentalsupervision,a 15
inch actuatorarm and a host of advancedfeatures.
IN STOCKIN TAMPA
DX COMMUNICATIONS
Receivers& Accessories
DX Completes The Circle
HERO COMMUNICATIONS,lNC. (2470 West 8rh Avenue,
Hialeah,Fl. 33010; 305/887-3202)has introducedtheir ,Super-7'
homeTVROantennaas lhe latestin theircompleteantennalinefrom
7 feet to 32 feet in diameter.The 'Super-7'is intendedfor the home
TVRO market and featuresslide-iniradar mesh' panels and UpS
shippability.The antennacomes with an AzlEl mount but a polar
mountis optionalas is a horizonto horizonmount.Heroclaimsa qain
of 37.9dB for the antennawith2 degreespacedsatellitesdown t 5 Oe
and side lobes reduced20 dB.
lSlS ELECTRONICS(P.O. Box 3708, Terre Haute, Indiana
478Q3;8121234-4033)
has introduceda new, portable,TVRO
antenna;
the lSlS55.Theantennahasa'hardaluminum
wall',enamel
finish,is 55 inchesin diameterand weighs47 pounds.euick installation and set-upare featureo.
NORTHERNSTATES METALS CORPORATTON(Box 666,
West Hartford,Ct.06108; 203/296-16j3)is expandingits direct-to_
OEM dealingsfor providingcustomizedaluminume-xtrustons
and
aluminumparts.Thefirmoffersaluminumpartscoveringa widerange
of TVRO.designerapplications;LNA casiings,antenni part fabricltion and bending,receiverfront panelsand housinqsaie included.
VERSA-MOUNTTNDUSTRTES
(p.O. Box 5291Big Bear City,
California92314:714t585-8974)
has introduceda ,f-Bif pote sup_
portpackagefor the installation
of TVROantennas.ModelT860uses
2" OD by 25" schedule40 pipe while modetTB75 uses 3,,OD bv 30,,
schedule40 pipe.The primarytargetfor the mountsare dishesih the
4-6 foot class requiringa low to the ground/mounting
surfaceprofile.
Leglevelersfor horizontalfinetuningand plumbadjuitmentfor vertical surfacefine tuning are included.The mountsare UpS shippable
and carryretailpricingof $135 and $185.
WINEGARDCOMPANY(p.O.Box 1008,Burtington,
lowa52601;
319/753-0121)
haspackagedtheirnew6 foot,Mini_beptor,
dishwith
necessaryaccessoriesto allow TVRO retailersto perform rooftop
(level)installationswith a greaterease. The perforatedantenna
can
be.,rnstalled
on flat or.slopingroofs or on a pipe along the side of a
ouilotng.Ine mountshave stainlesshardware,offercoverageof the
gomqele ClarkeOrbit belt, and requireno specialorientatio-n
during
installation.The six foot 'Mini-Ceptor,antennahas a claimedgain o-f
35.4 dB(i)and ships in four quartersections.Totalantennaw6ightis
22.poundsand assemblytime is said to be 20 minutes.Wind suirival
ratingis 125 MPH.
Paraclipse
16 FootAntenna
12 Foot Antenna
12 Foot PowderCoatedAntenna
9 Foot Antenna
ActuatorRib MountingBracket
GHAPARRAL
PolarotorI and Polarotorll
Tune FeedPolarotorI for Paraclipse
HOUSTON
TRACKER
SYSTEMS
All Models
-==
:-:
--:
::-:
-=
= = = =
=
=:L=-
RECEIVERS
SPACEVISIONLNAs
SEABREEZE
MESHANTENNAS
STS/MBS
SYSTEMS
CALL TOLL FREE
FOR PRICES
S A T E L L I T ER E C E P T | O NS Y S T E M S ,t N C . ( 1 4 5 C o t u m b u s
Road, Athens, Ohio 45701;614t594-2524)has becomeone of the
first distributorsto offer the computer programmed,Nitec Robot
813t876-7677
TELEX:52-825
1-800-237-2903
1-800-282-7713
PROMAR,INC.
4912 W. LaSalleSt.
Tampa, Fl. 33607
PAGE 22tCSD-2t5-8s
Antenna Positioner'initiallyshownto the industryin Nashvillelast
The positioner
September.
willtrackan antennatowardsany satellite
in any direction.The installerprogramsin the location'slatitudeand
longitudeand sets lhe mount to 'true north'.From that pointforward
the controllerlocatesthe geostationary
orbitbelt (or non-beltsignals
positionsthe dishat any oJup to
suchas Molniya)and automatically
32 separatelocations.
The azimuthand elevationdriveswilltrackto
within0.2 degreesin any direction.
S I G M AS A T E L L I T E( 1 1 1 5H a m i l t o C
n t . ,M e n l oP a r k ,C a . 9 4 0 2 5 ;
4151327-5210,
or,925N. Central,Medford,Or.97501:5031772-9227\
has introduceda pair of new 11 foot aluminummesh antennas.
Sigma'soriginal42 ribmodelwasdesignedfor highwindareaswhere
dish stabilitywas a functiono1structuralstrength.To satislyneedsin
lowerwind areas,Sigma introducesthe Sigma'Supreme',a 32 rib
modeland the Sigma'Deluxe',an 1Brib model.Bothantennashave
an all steel base,true polarmount and field adjustabledeclination
offset.The firm has warehousingin Los Angeles.Modesto,Menlo
Parkand Auburn(Calilornia)
as well as MedJordand Portland(Oregon) and Tacoma(Washington).
They are currentlyexpandingdistributioneast from the west coast to selecteddistributors.
S.R.C.INDUSTRIES(773 S. OregonSt., Ontario,Oregon;503,'
889-7261)has expandedits PacificNorthwestand West Coast distributionto the Southwest.
S.R.C.spunaluminumantennasare now
availablefrom a locationin Kerrville,Texas (509 Mill Run, Villaqe
West lndustrialPark, Kerrville,Texas 78028; 512t895-5501).
UNIDENCORPORATIONOF AMERICA (15161Triton Lane,
HuntingtonBeach, Ca. 92639;714t898-0558)has introducedthe
UST 110 as a new product.The 10'7"antennahas a totalweiohtof
140poundsand is UPSshippable.
The {irmreportsinstallation
timeis
1.5 hours.Eighteenextrudedaluminumribsareusedin theexoanded
aluminummesh surfacedantennawhich is protectedwith a five-steo
baked-onpaintingprocess.The antennahas an f/D of .3.
SYSTEMPackage Accessories
receiver.lt convertsthe packagesfrom manuallune and manualdish
controlto digitallydisplayedinfraredcontrolledoperationwith skew
control,dish control,antennatuning (with adjustableactuatorlimits,
visualendalarmsandoptionallock-out);
allwitha 12 buttonhandheld
infraredremote package.Pricingfor the deluxe packagestarts at
$472in lotsof lessthan 1,000anddropsto $357(inCanadiandollars;
check the exchangerate in USA; if lS favorable!).
FIELDINGMOTORCYCLECOMPANY(P.O.Box 944, Athens,
Alabama35611;205/232-8564)
has a TVRO 'antennasightsurvey
tool' which allowsthe user to performon-sitevisualverificationthat
thereis antennaboresightclearancefrom a chosendishlocation.The
handy,all aluminumtool usesa sightingtube,compass,and inclinometerscaleto tellthe userwhetherthe proposedlocationis'doable'.
Pricingis $10.95each or threeJor$25.
HOPSONELECTRONICS
LABORATORY(P.O,Box 774,Sherman, Tx. 75090;2141892-01
16) has a computerizedsatellitelocator
programavailable.
Theprogramcovers4 and 12GHzsatellites
nowin
operationor projectedthrough1988 and givesthe user a print-outlor
a specificlocationof user name and address,polaroffsetfor the site,
nameof eachsatellite,satellitelongitude,true azimuthto the satellite,
magneticazimuthto the satellite,elevationangleto the satellite,polar
offsetfor the site and distancein milesto the satellite.Thoseordering
shouldprovidetheirfull nameand address(as it is to appearon the
print-out)
plussitelatitude,
longitude,
andthe magneticdeclination.
A
companionmagneticdeviationprogramis also available.Pricingis
$19.95for the SatelliteLocatorProgramand $29.95ior the Magnetic
DeclinationProgram.
MICROSCIENTIFICLABS (4719 South Cobb Drive,Smyrna,
Georgia30080;404/435-8630)has added a 25 dB gain 'site survey
horn' to its line up of test relatedproducts.The T17000horn is designedto allowa systemplannerto quicklyascertainthe directionand
exlentof terrestrialinlerferencewithinthe 4 GHz receivebandwhen
coupled with an appropriateLNA and receiver/spectrum
analyzer.
Priceis under$150 and delivervis immediate.
DISHSET(P.O.Box 2105,Durango,Co. 81302;800/237-8838)
has introduceda product to help installingdealers speed up their
antennainstallcycle.The specialhigh densitypolyurethane(plastic)
foam has been createdto allow a dealerto set an antennamounting
polein recordtime.The productcomesto the TVRO industryfromthe
utility firms where it has been used for more than 15 years. The
processhas a two-partliquidwhich is combinedand stirredand then
pouredinto the hole dug for the mountingpipe.The foam expandsto
as muchas 15timesits liquidvolumeand setsin typically30 minutes
time.
@
PLANT lT With DishSet
G & G ELECTRONIC
SUPPL|ES,LTD. (Box329,.St.JeanBaotiste,Manitoba,Canada ROG2BO; 2O417SB-9944\
has introduceda
retro{it packageantennacontrollerwhich upgradeseven the lowesl
end priced systems to full infrared remole control capability.The
'Northscan'package
comesin severalforms but here are the basics:
The retrofitunitfunctionswith virtuallyany dish and any feed and any
MSL Horns ln
MISAT SATELLITE CORPORATTON(2000 B Barnes Street.
Penticon,
BC,CanadaV2A 4C3;604/493-1
122)has openedan affiliated companycalled Basic SatelliteRepair.The firm offers faclorv
directedrepairservicefor Canadiandealersand their customersfor
both warrantyand after-warrantysituations.Firm head Orin Beebe
reportsthey can handlevirtuallyany TVRO productsin the field and
have a long list of factory authorizedarrangementsthat includes
23lcsD-2/5-Bs
SATELLITE DICEST eAGE
:::::::::::....
,.,,
,...,....
,..,
:::;:::
....,..
:,: :::.:.:r: :.:.:.:::::: :::::::::::i:i r::': ::i l
':::':::,:'::i,:.:.:':::':::::':::::::::|:::::::::.:::::
Autotech,Lowrance,Pentec MTl, Satronand others.
PROFESSIONAL
(2612LexinotonStreet.KenELECTRONTCS
ner, La. 70062;504t467-1717)
is now producingriercurytype limit
switchesusefulwithany DC operatedmotordrive.The limitswitches
requirea pair of wires to hook up, and dealercost is $15 while
distributor
cost in the 100 lot area is $11.
SATELLITEGROUNDCOMPONENTS,
lNC.(480EasvStreet.Suite
3, Simi Valley,California93065:805/583-4818)
has introduceda
newly created antenna feed system which they claim overcomes
manyof the problemsassociatedwithearlyTVROfeeds.The Ferrostat Ferrite Polarizer Feed has no moving parts (and thus cannot
freezeup), uses a straight-through
design (and thus has no elbow)
and is capableof being interfacedwith the polaritycontrolbuilt into
mostreceivers.The new feed carriesa five-yearwarrantyand availabilityis otf-the-shelf
.
SCHINDLERMACHINE WORKS (4954 W. Orem, Houston,
f exas 77045;713(433-7845)
is offeringa ball screw linearactuator
which includesa swivel saddleclamp, swivel rod end and a pair of
reducerbushings.The dealer has the option of a potentionmeter
position
sensor(12,18 and24incharm)and halleffectsensor(12,18
and 24 incharms).A specialbracketfor Paraclipsefamilyantennasis
alsoavailable.The firm alsooffersa lineof actuatorhardwareincluding SwivelActionSaddleClamps($8each;,ReducerBushings(g.75
each)and SwivelAction Rod Ends ($B each).
S T E R E OV I D E O D I S C O U N T( 9 3 1 0 T i m b e r t a k eR o a d , L v n chburg,Va. 24502;8041239-7585)
has an extensivecatalogcovering
a widevarietyof coaxialcabledistributionsystemaccessories.
Matchangtransformers,line splitters,switchersand combiners,line amplifiers, connectorsand connectoradapters,signal tap off devices,
jumperandhook-upcables,powerdividersanda considerable
selection of consumerre-salevideoand audioitemsare included.
SUPERWINCH,
lNC.(WinchDrive,Putnam,Ct.06260;ZO3I92B7788) reportsthe firm's two TVRO antenna controlsystems have
beensubmittedto boththe (US)Underwriters
Lab andthe (Canadian)
StandardsAssociationfor their 'approval'and listing.Superwinch
'Standard
notesthat under
Number 73', a DC motor drive system
must not create a 'peak voltage'greaterthan 60 volts. Superwinch
feels that many of the present36 VDC actuatorsactuallygenerate
peakvoltagesover 60 voltsand thereforehas chosento operatetheir
motordriveswith a 24 volt DC lineto insurethat peakvoltagesdo not
exceedthose allowedby UL and CSA.
System 2001is an easfwest packagewitha 3 digitreadoutand a
key lockfeature.System 2010is a programmable16 satellitememory
system. Both packages use a brand new actuatordevelopedby
Superwinchspecificallyfor TVRO applications.A 1/8thhorsepower
motorwith a one ton thrustratingdrivesa solid steel gear transmission.Innerand outertubesare cad olatedsteel.
lowa's Electronic Technicians Association has also respondedto the needfor TVRO dealertrainingby addinga 'Journeyman OptionCertificate'in theirCertifiedElectronicsTechnicianprogram.The newtrainingcoursebeingofteredin lowa dealswith dishes,
waveguides,low-noise-amplifiers,
downconverters,satellitereceivers andelectronicsbasicto all tieldsof endeavor.Fullinformationand
classschedulingavailablefrom Ron Crow (Box 1258/lSUStation,
Ames,lowa50010;515/294-5060).
NCP ENTERPRISES
(22701- 119 Avenue,MapleRidge,Brit
ish Columbia,CanadaV2X 8S5; 604/463-7885;464-2002)has introduced a series of handcrafted,desk{op models of the SATCOM
seriesand Galaxyseriessatellites.Modelsare availablein kit (construclit yourself)or assembledform and the SATCOMmodel measuresI inchesby 1.75 inchesby 3 incheswhilethe Galaxymodel
measures7 inchesby 2 inchdiameter.Bothmodelshavean acrylic
base,detailedsolarpanelingand are suitablefor showroomdisplay.
Pricingis $9.95in kit form and $35 in assembledform (US dollars).
SATCOMOn Your Desk from NCp
(The FifthAnnual)NORTHWESTSATELLTTECONFERENCE
will be held August2, 3 and 4 at the MGM Grand Hotelin Reno,
!9ya_da Emphasiswill be on new productsand new technologyin
TVRO featuringspeakersthat includeTaylor Howardof Chapairal,
Ted Andersonof AutomationTechniques,Royal Lamb of pentec
International,
Stan Leafof SRC Industriesand manv more.Reqistrationfee is $30 in advance,$40 at the door;fullinform-ation
from ivelvn
Kessleror Tamara Neff at 503/389-1553(NATS, p.O. Box ZZde,
Bend,Oregon97708).
'SATELLITE
PREVIEW'85'is a specialtwo hourtelevision
proqram scheduledto uplinkon F4,TR22at 8pM on TuesdayMay'2Oih
and againat 8 PM on June 4th. The programwill addresszoning,
scrambling,
newproducttrendsand predictions
of bothlongandshort
term growthof the TVRO industry.
SATELLITEELECTRONICSSCHOOL,operationalfor nearly
DEALERAids
two years now from Reno, Nevada, is expandingto reach more
BizNet News Today has joined the FinancialNews Network
dealers.The programis'goingon the road'toallowdealersin various
(FNN)weekdayprogramschedule.BizNet,an activityof the U.S.
partsof the countryto be exposedto professional
trainingwhichwill
Chamberof Commerce,is now seen weekdaysat 8AM (eastern)on
makethembetterqualified
to planandmakeinstallations.
At thesame
F3R TR4.
timethe basicschool,conductedin Reno(Nevada),
willcontinueand
COMMUNICATIONS
PRODUCTMARKETINGis a newfirmformed
the nextset of schooldatesfor the Renocourseare May 22-24,June
byformerD.B.S.Satellite
Television
headDavidSheldon.Thefirmis
5-7, 19-21and July 10-12.Information
from 702t329-6611.
"SEMINARin
providingmarketingassistanceto TVRO and other communication
SatelliteSystem Engineering"is scheduledfor
equipmentmanufacturersand they are also providingproductdeJune11-13at the HyattRegencyCityHotelin Arlington,
Virginia.
The
velopment,technicalmanual creation,marketingcoordinationand
threeday courseis designedfor professionals
in the communications
productrepresentation
services.ContactSheldonat 503/388-0431 fieldandwilldealwithcomplexengineering
of uplinkand international
(Bend,Oregon).
data flow systems.Course cost is $895 and each participantwill
(The)ELECTRONIC
TECHNICIANS
ASSOC|AT|ON,
TNTERNA- receivea coursenotebook.Inlormationfrom Kathv pritchardat 800/
TIONAL (825 E. FranklinStreet,Greencastle,
Indiana46135;317/
932-6100.
653-3849)has joinedwith the IndianaElectronicServiceAssociation
(TheThirdAnnual)"Campus SatelliteSystem Conference',will
(IESA)to conductan extensiveseriesof trainingseminarsfor wouldbe held May 30,31 and June 1st at CreightonUniversity,
Omaha,
be TVRO retailersin the state. ETA and IESA are respondingto an
Nebraska.Creightonhas beena pioneeringUniversity
in creatinga
Indianastatelaw whichrequiresthat personsengagedin the retailing
campus cable distributionnetwork feeding into school rooms and
and installationof (TV antenna)productsbe licensedby the state
livingquartersa widevarietyof international
television'fare
including
beforeoperating.Bothgroupsare on recordas supportingthe Indiana
the elusiveRussianMolniyaorbitservices.Creightoncreatedthe first
'model
law and consider it a
which other states should follow' in
Molniya tracking system monitoredby a computer (see CSD for
controlling'fly
by night'TVROretailoperations.
An additional
seminar
November 1983).Cost for the seminaris $325 althoughlow cost
seriesis plannedfor August and November.
on-campushousingis also available($15 per night);detailsfrom
SATELLITE
DICEST
PAGE 24tCSD-2t5-85
munications Otf
ice,
4O2l280-4063 (Creig hton University/Telecom
Otfice,
Californiaat 24th Street,Omaha, Nebraska68178).
SATELLITETV CENTER(208 Broadway,Asheville,N.C.28801;
7041252-1
165) has introducedan unusualapproachto outof warranty
repairsfor virtuallyany piece of TVRO hardwareever producedand
distributed,They promisea 24 hour turn-aroundand tor a flat fee oi
$50 will repairanythingthat is brokenplusgive you a one year parts
and labor warranty. More than 31 brandsof receivers,9 brandsof
LNAs, 6 brands of antenna actuatorsare included in their list ol
'repairable'products.
And they acceptcreditcardsfor paymentas well
(!).
UNITEDRETAIL SATELLITE SYSTEMSASSOCIATION,INC.
(P.O. Box 931, Oakdale,California95361; 209/847-5996)has convertedfrom a privatelyownedbusinessto a'non-profittradeassociation' accordingto the founder Steven J. Clark. The association's
membershipis made up solely of 'showroomTVRO dealers' and
during the past year URSSA has expancredits activitiesto include
'mediating
disputesbetweenretailersand suppiiers'over equipment
performanceand warrantyproblems.URSSAhad drawnsorrreheat'
from SPACEand othersfor its privatelyowned statusarrdOlarkhas
respondedby convertingthe operationinto a trade associationwith
non-orofitstatus.
SATELLITEPotpourri
ECHOSPHERECORPORATION(1925 West DartmouthAvenue, Englewood,Co. 80110;3031761-4782),
as reportedin CSD for
March01, has joined with two partnersto file an applicationwith the
FederalCommunications
Commissionto ooeratea two-birdKu band
satellitesystem late in this decade. The new system, dubbed
'Antares', would
have 12 transpondersof 100 watts output power
each locatedat 61.5 and 157 west. Echospheresays that 3 foot dish
systemswouldallowearthboundviewersto accessthe networkwhich
may ultimatelybe used for televisionprogramdistributionas well as
non-videoservices.Echospherewillbe a 30% partnerin the venture,if
the FCCapprovesthe application,requiringa capitalinvestmentof up
to $150M. Firm PresidentCharlie Ergen sees the smaller-dishKu
band systemsas inevitablein the decade ahead and feels that any
systemwhich brings down home-viewerdish size will ultimatelybe
successfulin spiteof recentfailuresto launchsuch systemsin North
America.
GENSAT COMMUNICATIONSCORPORATION(951 Alness
Street,Downsview,Ontario M3J 2J1, Canada; 416/736-4555)has
introducedthe firstof the firm'snew 'Microstar'integratedblockdownconversionaccessories;their model MTS 1200 'multi-tapV/H
switch'.This unitwillfunctionwith virtuallyany 950-1450MHz BDC lF
downconverterand allow any of up to four separate receiversto
access either a vertical feed or a horizontalfeed from the same
antenna.The switchingcircuitis drivenby the polarizationoutputon
the TVRO receiver(demodulator)and the systemis compatiblewith
elther fenite or pin diode polarityselectionsystems. lsolationbetween polarizalionsis 25 dB or befterand receivermatchis 10 dB or
better.
6,
ir{t -t
\Y
L-
o l
FOUR SETS/Both Poles/One Antenna by Gensat
ISS/INTERNATIONALSATELLITE SYSTEMS (2225 Sharon
Road,#224, MenloPark,Ca.94025;415/854-8987)
is shippinga 105
channel frequencysynthesized,totally agile modulatorwhich will
functionon standard,HRC,and IRC channelassignments.The mod-
ulatoris the'lFtype'withvideolF loopthrusandit is compatible
with
virtuallyany type of cablescramblingsystem.The user switchprograms
the channelfroma securedswitchlocation
(600108thAvenue
LUXORNORTHAMERICA
CORPORATION
NE,Suite539,Bellevue,
Wa.98004;206/451-4414)
hasbegunshippingfournewproducts
for theBDCfamilyof receivers.
ThefourDC
passing
accessories
include
themodel9757vertical/horizontal
switch
polarization
drivenby the receiver's
switchingpulse,model9758
powerdivider
to allowmultiple
receiver
configuartions,
model975920
dBlineamplifier
foradjusting
andmodel976010dBsignalattenuator
cabledistribution
levelsto the recommended
regionfor receivers
connected
to theBDCdistribution
system(s).
Frequency
rangeforall
products
of theLuxordesigned
is 950-1450
MHz
andmanufactured
andalldevicesaredesigned
to be compatible
withLuxorandmany
otherBDCreceiverlines.
4-WAY
DCPASSI}IG
POWEB
DIVIDER
LUXOR Completes The System
SCANNERSATELLITESYSTEMS,lNC. (P.O. Box 571,Massena, New York 13662;315/764-0775)
has introduceda quartzsynthesized block downconverler(model SD1000) which the firm claims
increasesreceiversystem stabilityto the point that no receiverfine
tuningis required.The Scannerunit avoidsAFC design approaches
whichresultin the receiverAFC systemlockingon any strongsignal,
includingTl, in the area.They claimthe quartzapproachinsuresthat
the receiverwill alwayssee the correct lF stabilityfor any operating
temoerature
between-40 F and +140 F.
UNIDEN CORPORATIONOF AMERTCA(15161 Triton Lane.
HuntingtonBeach, Ca. 92649; 7 14/898-055S)has introducedtheir
modelUST550blockdownconverter,
modelUST441 LNAand model
UST 900 low noise block downconverter.The new products are
designedto complimentthe firm's recentlyintroducedBDC type receivers.UST 550 has an output frequencyrange of 950-1450MHz
and will sell at a suggestedretailprice of $99. Model UST 441 is a
radicallyredesignedLNA packagefrom 1/3rdto 1/2the weightof most
existingLNAsin the marketplace,therebyreducingweight-loadat the
feedpointof the antennasystem.Suggestedretailpriceis $149.The
LNA plusthe BDC will carrya combinationretailpriceof 9239. Model
UST 900 LNB will not be availableuntilthis June, but it will coverthe
rangefrom 60 to | 20 degreesK and carry a suggestedretailpriceof
$249.
SATELLITENews
Brooks/The Satellite Store has named Robert C. Schubert as
Director.ofProductEngineering.He will be responsiblefor selecting
andtestingnewproductsaddedto the franchiseoperator'sequipment
line-up.
Thomas L. Sharpe has been namedas EasternRegionalManagerfor DX Communications, lnc., a divisionof C. ltohand Company/
America.Sharpewill cover a 21 state area that stretchesfrom New
Englandto Florida.
continueson page28
NEWPRODUCTS/
unidelt'I I
trtrt ttrta tttlt
ttltl
tttll
ttttr
UST 50OO Block receiver offers LED channel
d i s p l a y ,a u t o m a t i c p o l a r i t yc o n t r o l , s l o w a n d f a s t
scan.
UST 730 Antenna Positionerfeatures built-in
programmable antenna control and OptoI n t e r r u p tc i r c u t r V .
U,
UST 6000 Block receiver features expanded
audio format and fine tuning skew adjustments.
U S T 7 1 O A n t e n n a p o s i t i o n e ro f f e r s c o m p a c t s t y l ing, manual east west control and 3 digit LED
readout.
UST TOOO Block receiver features lR remote
built-in programmable antenna control accomm o d a t i n g u p t o B 1 s a t e l l i t ep o s i t i o n si n m e m o r y .
d
o
-
Sqteltite
Video
Services
UST 110 Aluminum Mesh Antenna is designed
f o r m a x i m u m f l e x i b i l i t ya n d m a i n t e n a n c e ,e a s y t o
i n s t a l la n d w e a t h e r r e s i s t a n t .
The Northeast'sLeadingDistributor
Salesand MarketingAssistance
FactoryAuthorizedService
Professional
TrainingSeminars
Co-opAdvertisingSupport
, c.
S a t e l l i tV
e i d e oS e r v i c e sI n
R B # 1. B o x 8 5 - S ,C a t s k i l lN, Y 1 2 4 1 4
5 1 8 - 6 7 8 - 9 5 8 1 . 8 0 0 - 5 2 8 D I S H- N a t i o n a l
8 O O - 8 3 1 - D I S -HN Y O n l y
S a t e l l i t eV i d e o S e r v i c e s N H . I n c .
R R # 2 , H a r r i m a nH i l l R d . , R a y m o n d , N H 0 3 0 7 7
603-895-3182 . 800-448-001 2 - National
Satellite Vicleo Services PA, Inc.
S a t e l l i t eV i d e o S e r v i c e sW N Y , I n c .
E a s t A v e n u e E x t e n s i o n ,H o r n e l l ,N Y 1 4 8 4 3
607-324-3435 . 800-642-0018 - NY Only
317
E. Pleasant Valley Blvd., Altoona, PA 16602
8 1 4 - 9 4 2 - 5 0 O 3. 8 0 0 - 2 4 2 - 3 8 6 0 - P A O n l y
U n i c l e nM r A C o m l n t e r s a tG e n s a tH o u s t o n T r a c k eWri n e g a r d C o n i f e r L a u x O r b i t r o n K e n t S u r v e y o t
l
No, it'snot a misprint. Itlsa statement
of fact.
Becauseevery new receiver in the 1985
Uniden line deliverstop-ofthe-lineperformance,regardlessof price. Itisthe kind
of performance thats made us the leader
in the industry
Like our UST5000for instance.Itisthe
simplestblock downconversionunit in
our top-of-the-lineline, yet it offersyour
customersall the sophisticationof Uniden
technology and styling along with features
usuallyfound on more expensive
receivers.
Like soft-touchcontrols for easychannel
selection,slow/fastchannelscan,easy-toread LED channel display,and skew and
audio tune controls.Plus,the most soughtafter featureof all: aver! affordable
price tag.
Theres alsoour UST6000.An incredibly
reliable mid-priced blockdown receiver
that offers all the featuresof the UST5000
plus convenienthandheldwirelessremote
control and full stereosound.
Our UST7000combinesthe most
sophisticatedengineering in the industry
with the most advancedconvenience
features.Like a built-in programmable antenna controller. Easy-to-readLED displays
that provide a full rangeof informatronata
glance.And a full-function remote control
'armcha:r'
for total
operation.
All in all,anincredible arrayof features,
functionsand models.All with block
downconversion and at competitive prices,
making it easyto multiply your profits by
selling multi-receiversystemsto families
with more than one TV
And we'll be backing our entire top-oF
theline line with the most impressive
dealer support packagein the entire
industry to help you do it.
So contactyour local authorized Uniden
distributor for more information on our
complete line of satellitetelevisionsys-5360.In
tems.Or call toll-free1-800-582
CanadacalI 1-800-663-0296. And start
stockingUnidens top-of-the-lineline.
It will do amazingthings for your
bottom line,
unldEft'
witle Uniden in
\X7in
'85.
6TERM&*RC
asP E,
O UnideD Corporat()n ofAmerica l9u5
SATELLITE
DICEST
PAGE28|CSD-2/5-85
NEW PRODUCTS/continued lrom page 24
uniden'
UST111
POPI(DY
Dleatrorries
EE=-=-trE1
UniderfSatellite
Television
Svstems
If,e Featrrrc
These Quality
UNIDDN
WINDGA.N.ID
Cf,AIUNDL MASIDN.
Lines
CIIAPARn'AL
DLDCTRONO![D
ANIIDRSON
RAIIIMDRBLOW
PANASOilIC
CO![.S4f, SYSIDMS. I][D.
DAGLD S.{TDLLITE SYSTDIIS
o 5 Locations to Serse yor .
4f87 N. Clay Strect, P.O. Box 1{81
Gr:cGenBay, WI 54a0l o 4l|,-487-d44:',
n,DGDNCY
GDNTDK
SeraW
thc Dlcctntnics
Tr.adc slfurc.e lgAA
DAN W. ORD has been retainedas SeniorVice Presidentot L.S.
Engineering with the responsibility
of creatinga nationalsales program for the firm's productline including'The Dish Crane'.
NOVA Video Productions has announceda steppedup schedule of video programmingfor their weekly 'satellite Showtime'
televisionprogramseenTuesdayeveningsat 10PM easternon TR22
of F4. The program, recently moved from Tuesday daytimes, is
backedby Kaultronics.Underthe revisedformat,panelistsfrom various areas of TVRO expertisewill appear on the program.
LUXOR North America has decidedthat the term 'TVRO' is not
properlydescriptiveof the industrywe operatewithinand henceforth
will call all servicesand productsin the industry 'Home STV', an
abbreviationfor'home satellitetelevision'.Luxor'sHans Giner feels
the new terminologymore properly describesthe type of service
which the industrysuppliesto consumersand suggeststhat'TVRO'
lacks the key elementwhich best describeswhat we do; 'satellite'.
Acknowledging
thatgettingthe entireindustryto changeits namemay
be a long term project, Luxor will continue to also referenceour
industryand its productsas 'TVRO'for'historicalreference'toavoida
'bluned
identity'.
Microwave Filter Company (EastSyracuse,Newyork) reportsa
13.5%salesimprovementfor the firstquarterof the currentfiscalyear
over the same periodin 1984.Net incomeincreased17.5olo.
Richard
L. Jones has been promotedfrom comptrollerto Vice presidenV
Treasurerof the firm.
FUN Channel/ FantasyUnrestrictedNetworkhas addedt hourto
their Westar 5, transponder24 telecastingday by signingon the air
one hour earlier than had previouslybeen scheduled. FUN now
operates6.5 hourson Fridayand Saturdaynightsfrom a new uplinkin
KansasCity.
lNC. has namedDominic CoppoliHEROCOMMUNICATIONS,
no as their new nationalsales manager.Coppolinocomes to Hero
from Dalsat Communications,and he was previouslyin the TVRO
industryas Vice Presidentof Sales at the WespercomGroup.
Bonnie Spence has been named as DistrictSales Managerfor
Sentari Communicatlons, Inc. ol Parsons, Kansas. Ms. Spence
comesto Sentarif rom BirdviewCommunications
in Chanute,Kansas.
SATELLITE DISH/EnergyConservation Expo is the title of a
three day show scheduledfor May 31 to June 2 at the Cincinnati
ConventionCenterin Ohio.Some 250 exhibitsare planned;information lrom 602/581-0188.
LATE News
WILSON Microwave has been acquired by Cincinnati Microwave, producerof the Earth Terminal receiver.Other malor realignmentsof OEMs expectedin the coming 30 day period as the
'great
industryshake-out'of 1985 gathersspeed.
CALENDAR/
ThroughJune 30th
Television:
May 16:
M a y2 1 :
May 23:
May 28:
1-AOO-558-7868
NATIONAI,
IOLLFn'DE
r-aoo-8
4a-7a48
WTSCONSIN TOLL FRDD
CST E:OO TO 5:OO
- DDAI,ERS ONI,Y -
May 30:
June4:
Boresight TVRO Magazine, F4,
TR20,9PM eastern(Luxor powering
systems).
'Satellite
Showcase',F4,TR22, 1OPM
eastern
Boresight TVRO Magazine, F4,
TR20, gPM eastern
'SatellitePreview85', F4,TR22,8PM
eastern
'Satellite
Showcase',F4,TR22, 1OPM
easlern
'Boresight TVRO Magazine, F4,
TR20, gPM eastern(cable programmer views of scrambling)
'SatellitePreview85', F4, TR20,8PM
eastern(repeat)
'Satellite
Showcase',F4,TR22, 1OPM
easlern
O lrnideD Corp()rJri(xroiADrc.icr 1985
/-"
Iror vcltrs,n() ()nc u'ttsc1r-ritc
goricl enolrgh.
N o o n c s a t c l l i t cc l i s he n t c n n a
cpritepossesseclthe excel)ti()uel
stanclercls
of perfirrnlurcc that
Uniclerr rcce ir.'crsclti.
So u'c hacl to create one .
Introclucir.rgtltc I hriclen t iST-li0
An incrccliblv dr-rruble
, lighnveight
satcllitc clishanterrnu.Tlic perf-ect
n'rltcl.rfirr the Uniclen linc of receivers ancl svstenrconrl]onents,
'Ihc
tlS'tllb fcaturesan cxclLrin unr
sir,e L.hriclen alI-extrr-rcled-alunr
clesigr-rn'ith expandccl nresh
pancls, a 5-stcpbaked-on [)aintecl
\\'eather coating, pli.rsan ertrarigid, hcat-treuteclrib clcsignthat
rraintair.rshigh parabolic accr-rrac'ur
Ancl to ainr thc t lsl:l10 tl'rere i
, , t t r l t t h l t r l t ' e rlli r t r ', r l ' 1 ' r r c c i s i o r t
antelllla positioncrs.
I-ike our ecortonricalLIST710ancl
or-rr firl lv programnrable LlST730.
So contact ror.rrlocal authorizecl
tJniclcndistribLrtor:Or call toll frcc
I tJ00'5112
53(10.In Canaclacall
1-u00-663-0296.
Ard hnclout hou'
\r()ucan start st()ckingthe entire
line of [ ]niclcn Satclliteli:.levisior"r
St'stenrs.I ncl r-rclingor-rr exceptional
recciversanclour tlST110satellite
alttcnna.
It n'rightnot be a nratch madc in
heaven.Ilut itlsckrse.
uniden
V i n n i t h [ ' n i c l c ni n f J 5 .
qoNtLr
[LMsa
ot
r,iSFntrE
PAGE30/CSD-2/5-85
rft
SATELLITE
DICEST
J u n e11 :
S A T E L L I T ED I S H
MANUFACTURERS
We can supplyyou with reflectivealuminum meshfor fiberglasssprayup, several
moldingtechniques
and skeletondishes.
Phiferaluminummeshis . . .
r Flexible,easyto use.
r Rust resistant.
r Availablein meshesengineeredfor both
4 and 12 Ghz signals.
r Designedto improveresultsandcut costs.
Writeor call fora computerizedcomparison
of your materialor a sample.
Call toll free, 1/800-633-5955
J u n e1 3 :
June18:
June20:
June25:
June27:
Shows/Meetings:
May31/
June2:
June1/2'.
PHIFER.
PIIODUCTS
WI[?E
June2/5:
P . O .B O X 1 7 0 0 T
, U S C A L O O S AA, L A B A M A 3 5 4 0 3
June2/5:
. P h r l e rW r r eP r o d u c t sI.n c . 1 9 8 4
J u n e1 7 l 1 9 :
- DEALERS
WANTED-
-
AFC -
June21/24:
6 ' r o ' 1 2 ' - -A#r r E r \ r \ A J
A DrvrsrO
Nr \ , 4 r c R o Dcy0NREp.
oF
- o D o M - a ' 1 0 ' 1 3 'FAIBNETREGNL A S S
NAS
W I R EI V E S H
_ INTERSAT
A N T ENNA S
.5_
BABY Q
tQ-170 ..M|CRO'O
-KEYTRONICS#ffi
SATELLITE
IVlICROWAVE
SYSTEMSENG
Boresight TVRO Magazine, F4,
TR20, gPM eastern (target marketing of TVRO in a difficult transition
year)
'Satellite
F4,TR22,1OPM
Showcase',
easlern
Boresight TVRO Magazine, F4,
TR20, gPM eastern (profile of August Anderson, lady TVRO executive)
'Satellite
Showcase',F4,TR22, 1oPM
eastern
Boresight TVRO Magazine, F4,
TR20, gPM eastern(through the air
distribution of TVRO services)
'Satellite
Showcase',F4,TR22, 1OPM
eastern
Boresight TVRO Magazine, F4,
TR20, gPM eastern (shirt pocket
TVRO receiver)
SatelliteDish/EnergyConservation
Expo,CincinnatiCenter:contact602/
581-0188.
National SatelliteCable Association
meeting,Las Vegas; contact Mickey
Gorman 2021659-2928.
NationalCableTelevisionAssociation
annual convention,Las Vegas; contacl 2021775-3500.
International Summer Consumer
Electronics Show, Chicago;conlact
CompuSystems,
Inc.,P.O.Box 6195,
Broadview,ll. 60153.
CommunityAntennaTelevisionAssociation annual convention,Nashville;
conlact 703/691-8885.
SPACE/STTIsummer trade show,
Tulsa, Oklahoma.More than 700 exhibit booth spaces allocated:contact
STTI at 405/396-2574.
COOPMID-MONTH/
continuedfrom page3
Soallofthisemotion,
therecenthigh-level
departuresat Linkabitby theirtop management
people,
andthe'badpress'wearereceiving
bothoutsideand
insideour own industryseemsto be missingthe
originalproblemtotally.And that is?
The scramblingsystem createdfor HBO by
Linkabitis a 'proprietaryscramblingsystem'.lt
wasnotcreatedbyourindustryanditwasnotcreated
withanyinputfromourindustry.
To solvea problem
whichHBOandLinkabit
perceive
as criticalto their
successin the marketplace,
theirabilityto address
eachcustomerindividually
and on a per-program
(pay-per-view)
basis,we arebeingtold (not'asked')
to changethe way we designand sell receivers.I
continue
to question
thatwe needHBO(ora handful
of others)'so badly'thatwe shouldbe forcedto 'pay
the ransom'
ransom'beingdemanded
demanded
bv
by this
this private,proprietaryscrambling
system.HBOand Linkabithave
brought
to marketa roundpegwhichtheyinsistwillfit
intoour squareholesonlybecausewe should be
willingto changetheshapeof our holes.'SUEEYSUEEY'!
DRACO LABORATORIES,
INC.
4005Woshington
Street
Wisconsin
Grofton,
53024U.S,A,
Phone: 414-377-0770
Telex:26886
DISTPIBUTORS:
D€llo Solsllil6 Corporolion, Cedorburg, Wl 4,14-37t,1000,
Not't 800-558-5582,
Wisc
8OO-242-2m.
Solellite Vid€o Services, Polenville, NY 5,18{78-9306.
Von's Tolol l€l6viphitodetphio,
sion Cenler, Eugene, OR 503-342-1618.
Solco U.S.A.,New
OH, Not't 800-362-86,19,
Ohio
800-362{78'1.
Unil€d Communicotlons Supply, Iompo, FL813-971-,1648.
Video Link, Sott Loke
Clty, UT804-278-2878.
Cox Enlerprisos,Rockwood, TN 6,15-354-3471.
Ground Conlrol,
Concorde, Onlorio 4|6{69{366. Sqlellile SyslemsLld., Eurnoby, B.C.604-430{040.Videosot Conodo ITEE,
Chorney, Ouebec 4,18-832.462,1.
Morgon Sofellilo Sysl€ms,Hughes Spring, TX 214439-7517