TI Home > News Releases

News Releases

Mobile DTV Represents Revenue Streams and Business Opportunities for Broadcasters and Content Providers

Texas Instruments Executive Addresses Broadcast and Content Provider CEOs at NAB Futures Summit

Mar 21, 2005

PEBBLE BEACH, CA (March 21, 2005) - Mobile digital broadcast TV (DTV) represents an enormous yet largely untapped opportunity for the wireless ecosystem, said Doug Rasor, Texas Instruments Incorporated (TI) (NYSE: TXN) vice president and manager for Worldwide Strategic Marketing, at the NAB (National Association of Broadcasters) Futures Summit today.
"In the last sixty years we've evolved from radio, to black and white TV, to color TV, to the cable TV universe. Now that opportunity is expanding even further with TV on mobile phones, representing the ability to reach millions of consumers in new ways."
Rasor commented that digital broadcast TV combines the two best-selling consumer products in history - TVs and mobile phones. "TV will be the ingredient that drives demand for the next generation of wireless mobile phones because consumers want both communications and entertainment - all in one place. Mobile phones are already becoming a delivery mechanism for TV and radio broadcasts, bringing new interactive content to savvy on-the-go consumers."
In his remarks, Rasor focused particularly on revenue opportunities for broadcasters and content providers in the accelerating DTV market, including subscription services, interactive TV, website traffic, and premium content. He noted, however, that without an open ecosystem in the DTV marketplace, revenue opportunities will be restricted.
"It's critical that the mobile digital TV marketplace be open, with competition to drive innovation and services to consumers," Rasor said.
One way this is being accomplished is through industry support of DVB-H (digital video broadcast-handheld) from a broad range of companies at every level of the wireless value chain. Rasor pointed out that DVB-H is experiencing support across the wireless ecosystem, including partners and competitors alike, who are working together to foster competition and innovation for the growing DTV market.
"At TI we believe that working in an open ecosystem built on an open standard such as DVB-H, for instance, is far better for the industry and consumers than working in a proprietary environment, where a few players dominate the majority of the value chain and limit other players in their ability to participate in and generate revenue from that value chain," Rasor said. "Open, non-proprietary standards provide the best opportunity for broadcasters and content providers to play in multiple areas and get the most revenue from the DTV market."
Closing his remarks, Rasor reminded the audience of CEOs how quickly the window of opportunity opens and closes. "If I had told you just ten years ago that you could own a combination mobile phone and digital TV that would fit in the palm of your hand, you wouldn't have believed me. Now yesterday's dream is tomorrow's reality, and you now have the chance to capitalize on this evolving and exciting market."

About TI´s Mobile Digital TV Efforts

Texas Instruments introduced the industry´s first single-chip for mobile broadcast digital TV, code named "Hollywood," in October 2004. "Hollywood" is a complete single-chip solution for handsets that supports DVB-H for mobile DTV in the U.S. and Europe as well as the Japanese standard, ISDB-T (integrated services digital broadcast - terrestrial). "Hollywood" uses TI´s DRPTM (Digital RF Processor) technology to achieve the lowest power, smallest size and lowest cost mobile DTV solution in the industry -- key to driving DTV into mobile phones. (See: www.ti.com/hollywoodpr.)

About Rasor

With more than 20 years´ experience in the semiconductor business, Doug Rasor is currently a TI vice president and manager of Worldwide Strategic Marketing. As part of this role, Rasor scouts, pioneers and incubates TI´s entrance into new high-growth markets that leverage TI´s real-time signal processing core competency. Examples of successful businesses that have been bootstrapped through Rasor´s strategic marketing organization are TI´s chipset businesses for MP3 players, digital still cameras, digital audio, wireless smartphones/PDAs, DSL modems, and more.