U-matic is an analogue recording videocassette format first shown by Sony in prototype in October 1969, and introduced to the market in September 1971. It was among the first video formats to contain the videotape inside a cassette, as opposed to the various reel-to-reel or open-reel formats of the time. Unlike most other cassette-based tape formats, the supply and take-up reels in the cassette turn in opposite directions during playback, fast-forward, and rewind: one reel would run clockwise while the other would run counter-clockwise.