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This article reports on the market share performance of Memorex Products, Inc., a provider of digital media and media accessories headquartered in Cerritos, California, in 2004. Memorex is said to outperform all other brands of CD and DVD media in 2004, retaining its position as the number one provider of digital media. Memorex led its competitors in all blank digital media, in both volume and sales, in a highly competitive industry, according to The NPD Group, a leader in market intelligence. Memorex secured a 27 percent share of the CD market based on dollar sales and a 30 percent share of the DVD market, based on dollar sales. Furthermore, Memore also introduced media products which complemented trends and innovations in recording devices like direct-to-DVD camcorders and doublelayer DVD drives. Examples of products launched were the Sony Handycam and Double Layer DVD+R. The Sony Handycam allows camcorder users to record up to 60 minutes of video in extended play mode directly to an 8 centimeter DVD. The Double Layer DVD+R, on the other hand, is capable of recording up to 8.5 GB of movies or other digital material, featuring 80 percent more capacity than a standard DVD.