The first "Now" was released on 28 November 1983 and featured 30 UK hit singles from that year on a double vinyl LP or cassette. Although the compilation of recent hit songs into a single release was not a new concept (K-tel and Ronco, for example, had been issuing various-artist compilations for some years), this was the first time that two major record labels had collaborated on such a venture. Virgin agreed to a deal with EMI, which allowed a greater number of major hits to be included (the first album in the series included a total of "eleven number ones" on its sleeve). The album went to number one, and soon after, CBS/WEA's "The Hits Album" adopted a similar format to "Now!". The two series co-existed for the rest of the 1980s, and when Universal (formerly PolyGram from "Now 8" in 1986 through to "Now 42" in 1999) joined the collaboration, the "Now!" series was more successful commercially. The "Out Now" series by MCA and Chrysalis was also established as a rival to the series, but was short-lived and lasted only two volumes.