Abstract: A system for counting videotape cassette play includes a counter sealed within the cassette to count plays. A count signal is provided on the tape or a movable part of the cassette. Coded access circuitry allows retrieval of the count. Discrimination circuitry discriminates between a count signal passing an internal head at the slowed play speed, as opposed to the fast-forward and rewind speeds. A rental agent's unit is a decoder that is programmed with the correct digital code word that permits access to the count stored in the cassette's circuitry. A decoding and display circuit converts the count to a visible numeric display for the rental agent. Resetting the cassette's counter is prohibited except in the presence of the digital code word.