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In 1964, JVC released the DV220, which would be the company's standard VTR until the mid-1970s.

In 1969 JVC collaborated with Sony Corporation and Matsushita Electric (Matsushita was then parent company of Panasonic and is now known by that name, also majority stockholder of JVC until 2008) in building a video recording standard for the Japanese consumer.

Matsushita agreed, primarily out of concern that Sony might become the leader in the field if its proprietary Betamax format was the only one allowed to be manufactured.

Matsushita also regarded Betamax's one-hour recording time limit as a disadvantage.

Later, Sony had a functional prototype of the Betamax format, and was very close to releasing a finished product.

With this prototype, Sony persuaded the MITI to adopt Betamax as the standard, and allow it to license the technology to other companies.

JVC released the first VHS machines in Japan in late 1976, and in the United States in early 1977.

Two of the standards, VHS and Betamax, received the most media exposure.

JVC believed that an open standard, with the format shared among competitors without licensing the technology, was better for the consumer.

To prevent the MITI from adopting Betamax, JVC worked to convince other companies, in particular Matsushita (Japan's largest electronics manufacturer at the time, marketing its products under the National brand in most territories and the Panasonic brand in North America, and JVC's majority stockholder), to accept VHS, and thereby work against Sony and the MITI.

However, after the introduction of the DVD format in 1997, VHS's market share began to decline.

At a price of US,000 in 1956 (over 0,000 in 2016's inflation), and US0 (over ,000 in 2016's inflation) for a 90-minute reel of tape, it was intended only for the professional market.

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