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The Return of the Commodore Brand

Boot Camp feature for Wednesday, February 16, 2005

The return of the Commodore brand. Bloomberg Boot Camp, a report on today's technology. It has been 23 years since the Commodore 64 went on sale…and became the first personal computer in millions of homes and classrooms. While the company folded in 1994…the brand name is making a comeback. A company called Yeahronimo Media Ventures is launching MP3 music players…with the Commodore brand…which company president Mike Freni says…is still valuable…

"We get reactions from all over the world. The forums, if you look a little bit on the Internet, there are almost 6 million forums that are dealing with the brand of Commodore."

The Commodore branded music players…..including flash memory based models….and a 20 gigabyte hard drive model….are due to arrive in the second quarter. Freni acknowledges that the appeal of the Commodore name…is mostly to people over 30 or 35. About whether that's the right demographic for this technology, he says…

"The 30 plus, have some different uses for the player than the teens who are more attracted to the iPods and the colors, etcetera. We want to make a player that is super easy to use, simple to connect to your computer without downloading any software."

It sounds simple, but even with the Commodore name the company faces formidable competition from Apple, Creative Labs, Rio, iRiver, Samsung and others. Bloomberg Boot Camp, I'm Fred Fishkin.