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Name: I Converted Video and Audio

Type of business: Takes materials including videotape, film, audio cassettes, record albums, still photos used to record images or sound from older technologies and converts them to DVDs.

Address: 231-B Raritan Ave., Highland Park (right behind Jerusalem Pizza)

Telephone: (732) 296-0505

Web site: www.iconverted.com

Number of employees: 3

Founded: August 2005

Top officer: Elliott Denenberg, owner

How would you describe your business?

''If you have any old technology -- movie reels, video tape, old cassettes, old 35 millimeter slides any kind of video tapes recordings -- we can convert it to the latest DVD. We can take 50-year-old film -- perhaps of grandparent's wedding, and convert it to DVDs so that everyone can watch it. The grandchildren can see their grandparent's marriage. Or if you have old record albums, 78s, 33s or 45s, any of the old cameras, the reels, or tapes can be converted into DVD,'' said owner Elliot Denenberg.

''We also do our own taping of weddings and bar/bat mitzvahs directly into DVDs, we do corporate training, and we assist many of the attorneys in the courts of New Brunswick with evidence conversion. For example if police have a chase scene tape of an intoxicated driver it may require multiple copies for the prosecutor's office and they will want it on DVD.

''Sometimes people will want to digitalize old wedding albums. We will scan the pictures, then make a slide show with music and captions in the background. Other institutions will have dinners honoring guests and they will want to have 300 copies of the DVD made during the occasion to hand out. So we do high-speed duplication capability to complete the order.

''We will have plumbers come in with videotape showing clogged up sewer lines. We convert it to DVD so the plumber can show his customer what the problem looks like.

''We've assisted Rutgers Library by archiving their rental tapes to DVDs. We work for university libraries and municipalities. We do anything digital, visual, or audio for different industries.''

What makes your business special?

''No one does the amount of conversions from as many varieties of old technology that we do. Our equipment and supplies are of the highest quality and tested regularly to maintain high performance. Our building is constructed of concrete and steel and climate controlled for proper safekeeping of materials. Our environment is clean, safe, and the facility is maintained 24/7 for fire and security. Copyright laws are not violated and all original media is returned with the order.''

What goals do you have for the business?

''I would like to franchise the business over time. We are looking to partner with other businesses that are similar but are not as all-encompassing. For instance, wedding videographers who are on the road going to affairs don't always have the time to download their work. They want to go out to videotape and don't have the time to finish off what they have. They could hand it off to us and continue videotaping at another location. We could be more of an outsourcing group.''

How has your business changed?

''There will be a constantly changing environment of technology as we grow older but we'll still be here to do the old conversions, so while technology is changing our business tries to maintain the old technology to retain its contents. The older equipment like movie projectors and beta max tape that people used to use at home is rapidly disappearing. Take an 18-year-old and show him an old movie projector and he won't know what it is and certainly won't be able to operate it. We remove the problems for them, converting what is on a movie reel to a DVD. But people don't always realize the capability to convert the products of these older technologies into DVDs exists. Grandparents who had films made of their wedding, but -- does anyone know how to translate it? We try to bring these old film memories back to be on view to day.''

What was your most important deal?

''One of the things we are working on now are the x-rays and electro cardiograms on old videotape. Doctors and medical centers don't have the room to store that material. We are in the process of getting our HIPA (Health Information Privacy Act) certification for our Highland Park lab -- a set of federally mandated rules -- for our facility so we can safely convert those records to be on DVDs and give them back to the physician if they need them. It may be needed in medical malpractice cases."

What changes do you expect in your business in the next 10 years?

''It's a constant that technology changes. But in our business not only do we have to keep up with the changes, we have to keep the old stuff running. As we look forward, we have to maintain the ability to manage the technology of the past. We don't want to tell anyone we don't know how to run the old machines. We don't want to turn anyone away because of our lack of knowledge about all (current and past) technology.

''We must continue to train our employees to maintain the old equipment because it's not being made anymore.''

What is the most important thing you've learned in your business?

''No matter how small a job. It's important to treat every customer with respect. We treat every customer with the same level of expertise. Whether it's a corporation that needs 100 hours or an individual with one reel of their grandparents' movie, we treat all customers with the same level or understanding. This is a precious memory that has to be converted to their satisfaction. And it is very important to me that I get this back to them, for there is no other copy of this one reel.''

What advice would you give to someone considering your line of work?

''You need to remember that you and your staff have to be responsible for maintaining the old equipment which is very labor intensive. I train my people on how to use the old equipment. I personally have 25 years of computer experience and an MBA in technology management.''

Is there anything else you would rather be doing?

''I enjoy what I am doing. It's a nice feeling when someone comes in here bringing a tape from a grandparent and most of the people in the film aren't alive any more. Through the new DVD they receive they are reliving the past. They are seeing images they wouldn't know about.''