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TI Executive Outlines Mobile TV Opportunities for Broadcasting Industry

Oct 21, 2005

DALLAS (October 21, 2005) - Advances in mobile digital TV technology and the impact this growing industry will have on broadcasters, content providers and consumers were key topics presented by Doug Rasor, vice president and manager of Worldwide Strategic Marketing for Texas Instruments Incorporated (TI) [NYSE:TXN], at the closing keynote during the Society of Broadcast Engineer's annual conference held yesterday evening.
"Mobile TV combines the two most popular consumer products of our time, the mobile phone and television, providing broadcasters, networks and content providers access to an untapped market of 1.6 billion cell phone subscribers for their programming," Rasor said.
However, he noted that to make the mobile TV industry a realistically affordable service for consumers, an ecosystem based on open standards is key. "Open standards such as DVB-H enable all players of the mobile TV market to address the market on a more even playing field, from handset manufacturers to broadcasters to service providers. This fosters stronger competition, lowers consumer prices and enables faster service deployment of compelling content and services to consumers."
In preparation for service rollouts that are expected to begin in 2006, the DVB-H ecosystem is actively participating in consumer trials worldwide that are proving out business models, consumer preferences and opportunities for additional revenues. The trials have shown strong consumer interest and willingness to pay between $10 and $15 monthly for services. "With mobile TV services, consumers will be able watch live TV programming on their cell phone to 'snack' on 10-15 minutes of news, sporting events, weather and other content throughout the day which promises to create a new revenue stream for broadcasters and advertisers," Rasor said.
Closing his remarks, Rasor reminded the audience that in order to make the mobile TV market successful, content is also a key consideration. "Just like TV programming, consumers want interesting and compelling content to watch. If the right mix of entertainment, news, sports and pop-culture programming isn't available for cell phones, mobile TV will not meet its full potential to reach billions of cell phone users worldwide over the next five to ten years."
Rasor's presentation can be viewed at www.ti.com/rasor_sbe.

About TI's Mobile TV Efforts

Texas Instruments introduced the industry's first single-chip for mobile broadcast digital TV, family product code named "Hollywood," in October 2004. "Hollywood" products will offer a complete single-chip solution for handsets that support DVB-H for mobile TV in the U.S. and Europe as well as the Japanese standard, ISDB-T (integrated services digital broadcast - terrestrial). A "Hollywood" single chip combined with one of TI's OMAPTM applications processors provides a complete high-performance mobile TV solution to deliver high-quality entertainment experience from the living room to the handset. (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.