Hitachi Maxell Ltd. said Tuesday it will discontinue production of videotapes at its U.S. plant in Conyers, Ga., at the end of this year.

Falling videotape prices have made it difficult to continue production on a commercial basis, said the Tokyo-based manufacturer of magnetic tapes for audiovisual products.

The Georgia plant will discharge 100 of its 120 employees, retaining 20 for shipment work.

Hitachi Maxell said it will consider selling the plant.

The plant began operation in 1979 to produce audio tapes, floppy disks and other products. It currently manufactures only VHS videotapes.