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Interview with Tommy Jenving from 2005, taken from here: http://www.videohifi.com/16_JENVING_ENG.htm)

Tell more about you and about your entry in cables "game"

TJ: In 1976, when we were a distributor for JBL Loudspeaker Components and some other brands we considred the cables for speakers were too tiny (there were no loudspeaker cables at that time, but just cables, often 0.5 or max 0.75 sqmm.)

We designed a multistranded flexible cable of 2x2.5 sqmm and called it a Loudspeaker Cable. We established the brand name Supra Loudspeaker Cables. But the market considered it strangely thick and expensive, so we launched the thicker Supra 2x4.0 sqmm Loudspeaker Cable in order to make the 2x2.5 sqmm no more the thickest cable.

It worked as planned.

Later we changed the brand name from Supra Loudspeaker Cables to Supra Audio Cables, then when we expanded into mains cables and video cables we again changed the brand name to now be SUPRA CABLES.

The history of your involvement in hifi industry and reasearch..

A long story that has no exactly defined beginning and, so far, no end.

I built my first 1 tube receiver when I was 10 years old.

More about the beginning of your Firm

I was working at Ericsson in Gothenburg for computer hardware design in 1971, at the age of 26 and I had not got hold of any apartement but lived in an appartment in a house that was about to be torn down, in Gothenburg.

Our purchase manager at Ericsson was also running a little shop after work, selling electronic components. Open 17-19 all weekdays. (He used his purchase contacts.) When he quit and moved to another city, I asked him for his apartment. Ok, he said, "but then you have to take over my shop and buy the stock of components." In my situation I had no choice. But, soon I had to chose between my growing shop and Ericsson. I choose my shop. From there it started.

Which is your opinion about Cable industry in general

The cable industry in general is serious and well developed, but hi-fi cable industry in specific, does not really exsist very much and most of those who represent it are not really scientific. There is more subjective opinions and snake oil than science. I think we are the only -at least one of very few- audio/video cable brands with our own in-house production and factory.

The "question" of cables prices and the understanding Cable Pricing

Snake oil is very expensive. Especially in Nylon braid jacketing. If you make the very best cable in the world at home in your kitchen and put a nylon braid on it (the only way you can make it without a factory) then it is a hi-fi cable that can be more expensive. :-)

However, if you are serious and put some real research into hi-fi there is a lot to discover and it is a development cost that has to be added to the price on a limited market (compared to computer LAN cables and other mass market cables). However, hopefully never as expensive as the Nylon Braid cables.

Our Business Concept is No Nonsense Design.

Snake oil and cable manufacturing

Answer as above. I just want to add that video and digital high frequency transfer are welcome as there is less space for snake oil. Working with HDMI/DVI and frequencies at GHz you must know how to make cables scientifically and there is no doubt if the picture is clear or not. Anybody can see. Nylon Braids do not help.

The future of hifi cables industry and the future of your firm

We believe in the future for screened mains cables and HDMI cables (sound and video in one cable) and in home theatre and home installations. The hi-fi will enter the home theatre market as did it enter the stereo market after we had listened us fed up to table tennis and trains going from left to right and such sound effects.

If you have any queries concerning Supra cables, please send us an email