Corner Office- On the Go
BORCHARDT: I know that when my kids were young, we used to pop in an eight-track or a cassette and they'd listen to a lot of Disney things, etc., in the car, and obviously we would listen along with them. Today, obviously, the VCR and DVD equipment that [is] ready for installation in cars, together with things like wireless head phones, make it a no-brainer for families. And that will obviously continue over the next decade because more and more people are going to put their kids in the back of the car or SUV, and let them listen to or watch their favorite programs. You can go on a nice family vacation and not be bothered—it's a built-in babysitter.
SHALAM: It's giving our industry a whole new beginning. We've been very fortunate that over the years, it started with AM/FM radios, and from there went to four-track players to eight-track to cassette to CD players and so on. It's been a tremendous industry in that every three or five years there's a new product range development that stimulates industry all over again.
BORCHARDT: Our Jensen product line is very much involved in Sirius Satellite Radio, and several months ago I popped a system into one of my cars, and I have to tell you something: I became an addict overnight. When I drive to work in the morning, aside from getting the usual kind of programming I want, I can listen to a particular Sirius channel, like standards from the '40s or '50s (channel 65), if I am in the mood for it; the choice goes on. I think that once the public really discovers what satellite radio is about—this will be dependent on advertising and word-of-mouth—there is going to be a real bandwagon for this product.