Of course, the U.S. market is hardly large enough yet to justify such glut of DVD-R media. "With DVD-R, you have much too much capacity for a product that is still looking for applications," opines Larry Lueck, president of Magnetic Media Information Services.
The cheap media has accelerated the development of a bootleg DVD market in New York City. Street vendors were hawking camcorder-recorded screeners of Austin Powers in Goldmember duplicated onto Princo DVD-Rs days before the film's July 26 theatrical release.
Still, prices of about $8 per piece of general-use media from companies like Pioneer and TDK rule professional applications like DVD authoring. Pioneer-branded "authoring" DVD-Rs command around $16 each. "We have actually had some issues with player compatibility that we traced back to the media, so it's not worth taking the chance," one president of a major authoring house shares. "If we send a DVD-R off for approval and the client can't play it, they automatically think that it is the authoring."