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However, speaking candidly, I left Phiilps for one key reason: I knew that despite any well intentioned efforts of this great group of Philips insiders and outside game developers, we were not going to suceed due to sub standard marketing and inadequate resources being devoted to the drive the key revenue generating products. I believed that I helped build a fantastic team and certainly I had an interest in this team succeeding. "When I left Philips Media Games I still had a number of good friends and colleagues associated with CD-I. In retrospect why do you believe the CD-i ultimately failed to make an impact on the market. Today it is interesting to note that the Philips brand due to a very effective television ad campaign and millions of dollars spent on other media advertising over the last 5-7 years has become a very well known brand, but in the 80' s and early 90's, Philips was without much of an identity and it was a very confusing moniker to many Americans as this name was also shared by a major petroleum company (Phillips 66) and by a digestion aid for upset stomachs! (Phillips Milk of Magnesia)"Īfter you parted company with Philips Media Games did you follow the CD-i later in its lifespan from 1996 onwards. In fact few Americans in the late 80's even knew of he Philips brand yet, CD-i was initially marketed with this branding as Philips was determined to make their presence known in the States. In America at this point in time, Philips had very little market share in any of their consumer electronics activity with the exception of the "Maganvox" brand. As a result we found the development community much more receptive to CD-I publishing in Europe as well and frankly development was not only better and faster, it was also cheaper.Īnother factor on the European emphasis was Philps. The reason for this European emphasis was due to the fact that the European marketing of CD-i was doing so much better than the American activity which was sub-standard and never capable of reaching any significant penetration. Indeed, during this time, I had a flat in London and was spending an equal amount of time in England and the European continent as I was in Los Angeles. In this role my priority was to build a significant games publishing label and this was accomplished by emphasizing production in Europe. By the mid 90's Philips Interactive Media branched out and we become publishers of CD ROM and CD-i and I headed up the Philips Media Games Division in the role as President for a period of two years. Shortly thereafter I was promoted to Vice President of Design, then Senior Vice President of Production for the same entity which by then changed its name to Philips Interactive Media.
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What got me most interested in CD-i initially was the promise of true digital video and full motion video, though we were still years away from making this a commercial reality.
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In 1988, I was approached by a publishing arm of Philips, American Interactive Media and I joined them initially in the initial capacity of Production Manager where I was responsible for our Los Angeles studio. At the height of CD-i activity, hundreds of multi media professionals and interactive designers worldwide were immersed in the design and production of this innovative medium and I was proud to be part of the groundbreaking effort.
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I gave eight years of my life to the creation and production of CD-i software and I very much believed in the technology and the promise of the format.
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"First, let me say thank for your interest in CD-i. Hello Mr McElhatten, please tell us about yourself, your Career at Philips, the work as President of Philips Media Games, any specific projects you were personally involved with and your present career. We managed to pin him for an interview and we managed to get answers to a couple of questions. David McElhatten was the president of Philips Media Games based in Los Angeles.