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The DVD represents the second generation of compact disc (CD) technology, and, in fact, soon after the release of the first audio CDs by the Sony Corporation and Philips Electronics NV in 1982, research was under way on storing high-quality video on the same 120-mm (4.75-inch) disc. In 1994?C95 two competing formats were introduced, the Multimedia CD (MMCD) of Sony and Philips and the Super Density (SD) disc of a group led by the Toshiba Corporation and Time Warner Inc. By the end of 1995 the competing groups had agreed on a common format, to be known as DVD, that combined elements of both proposals, and in 1996 the first DVD players went on sale in Japan. "What we can do here is very limited," said Li Chow, vice president for greater China at Sony Pictures International and Columbia Tristar Films. "There are too many factories and little enforcement. You can shut them down today and they reopen tomorrow." 
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