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Live from Las Vegas: TI's Hollywood™ Mobile Digital TV Solution is First DVB-H Single Chip Demonstrated on Modeo Network

PacketVideo, S3 and SRS Labs Support Full Terminal Solution Demonstration Showcasing Live Mobile Digital TV Viewing Experience at CTIA

Apr 5, 2006

LAS VEGAS (April 5, 2006) – At this week’s CTIA Wireless 2006, Texas Instruments Incorporated (TI) {NYSE: TXN} will showcase a live demonstration of the only single-chip mobile digital TV DVB-H solution in the market – the Hollywood™ chip (DTV1000). As the first and only single-chip DVB-H solution demonstrated on the Modeo network and in the U.S., TI will offer CTIA visitors a live mobile TV viewing experience.

The demonstration in TI’s booth (# 1039 in the Central Hall of the Las Vegas Convention Center) includes TI's DTV1000 Hollywood single-chip solution; TI's OMAP2420 application processor; PacketVideo's pvTVTM client solution optimized for core Microsoft Windows Media technologies; Silicon & Software Systems Ltd.'s (S3's) onHandTVTM DVB-H Mobile DTV software stack; and SRS Labs’ WOW HD™ for improved audio performance. (See www.ti.com/hollywood_ctia for more information.)

“Modeo applauds TI’s commitment to developing DVB-H based products which are expected to help provide high-performance, low-cost solutions in the delivery of premium mobile television and audio content to mobile devices,” said Michael Schueppert, President of Modeo LLC.

TI has sampled its Hollywood single-chip solution to customers worldwide since 2005, after introducing the device in October 2004. In January 2006, TI was one of the co-founders of the Mobile DTV Alliance, which is focused on promoting mobile digital TV and accelerating DVB-H development and deployment in North America. The Alliance’s founding members include Intel, Microsoft, Modeo, Motorola, Nokia and TI.

"TI is excited about working with the entire mobile DTV ecosystem to enable mobile phone manufacturers and service providers to give consumers the ability to experience live mobile TV in the palms of their hands,” said Marc Cetto, general manager of TI's Mobile Connectivity Solutions. "Through the demonstration of TI's family of Hollywood mobile broadcasting solution on the Modeo network, visitors to the TI booth at CTIA will be able to experience crisp, clear and live broadcast mobile TV."

The DVB-H standard provides a living room TV viewing experience in the palm of your hand and can achieve average 1.5 second channel switching time; 30+ channels of live TV programming, audio content and pod casts; a long battery life providing 3.5+ hours of TV viewing with a typical mobile phone battery; and up to 30 frames per second delivery speed. There are more than 19 DVB-H network trials that have either concluded or are currently underway around the globe, including Australia, Finland, France, Germany, Italy, Spain, the United Kingdom, the United States, Taiwan, and other countries. It is expected that DVB-H commercial services will be deployed in Europe in 2006 and that in 2007 the DVB-H network infrastructure will be built out in Europe, the United States and Asia and ready for wide-spread adoption by consumers.

TI's Hollywood Single Chip and OMAP2420 Processor

As the industry’s first single-chip DVB-H solution, TI’s Hollywood chip offers the industry’s smallest size, lowest bill of materials and low power consumption to drive mobile digital TV into mass market phones. The Hollywood solution can be used for mobile DTV-enabled personal media players, and provides an integrated tuner, demodulator, decoder and memory on one piece of silicon.

TI's Hollywood chip plus OMAP2420 processor enable the reception and processing of the DVB-H signal. The Hollywood chip receives the DVB-H signal and outputs the IP video stream to the OMAPTM processor. The OMAP2420 decodes the IP stream and renders the color-rich video and stereo audio to the mobile phone's screen and speakers. The OMAP2420 is a feature-rich applications processor capable of rendering the audio/video at 30 frames per second, utilizing Windows Media Video and Windows Media Audio (WMA) codecs, and managing security including conditional access (CA) and digital rights management using Windows Media Digital Rights Management (DRM). TI and Microsoft are collaborating to provide a best-in-class user experience with Windows Media technologies on the OMAP 2 platform across multiple open operating systems.

“Texas Instruments’ Hollywood chipset will help create entirely new mobile broadcast scenarios for consumers,” said Chad Hodge, Group Program Manager for Windows Digital Media at Microsoft. “By supporting core Windows Media technologies, the Hollywood chipset will provide handset manufacturers the ability to add seamless interoperability with Modeo’s DVB-H mobile broadcast network.”

Partner Support for DVB-H

TI’s partners play an important role in delivering the Hollywood-based DVB-H solution. PacketVideo provides the complete hardware reference design which incorporates the Hollywood and OMAP processors into a compact package complete with PacketVideo’s mobile TV software client solution, delivering a powerful TV application framework, TV player multimedia middleware and user interface for the solution. S3's onHandTVTM DVB-H software is a complete mobile DTV middleware and protocol stack delivering a robust, proven platform for mobile TV applications that provides the programming guide for the best user experience. SRS Labs’ SRS Mobile HD and WOW HD™ technologies provide true-to-life surround sound rendering and improved audio performance, delivering home-theater-like surround sound quality audio for mobile devices.

“We are happy to continue our long-standing relationships with TI and Microsoft by developing cutting edge technology for mobile TV and video,” says Corbett Kull, PacketVideo VP and General Manager, “Millions of people are enjoying our mobile media solutions around the world today, so it’s natural for us to work with TI and other key players to bring to market DVB-H software and hardware solutions that will enable exciting new mobile TV devices and services.”

"At the CTIA show this week TI, Packet Video and S3 will again showcase the power of our combined DVB-H demonstration. S3’s Modeo compliant Operator Adaptation Package (OAP) for our onHandTV middleware, along with Packet Video’s Windows Media codecs, has enabled us to demonstrate core Mobile DTV features in another key DVB-H broadcast network." said John Maguire, General Manager, Mobile DTV Products within S3. "The combined strengths of TI's Silicon and the flexibility and performance of S3's middleware and PacketVideo's V4 multimedia architecture are nicely complemented by the enhanced sound performance delivered by SRS Labs. This demonstration shows the promise of a truly global solution for upcoming commercial DVB-H networks and is just a taste of things to come."

"As consumers begin to experience the wonders of HDTV at home, there is a growing expectation for the same level of high quality video and surround sound on portable devices and cell phones," said David Frerichs, Executive Vice President of Strategic Marketing and Corporate Development for SRS Labs. "Our SRS Mobile HD and SRS WOW HD technologies work in tandem with TI's OMAP2420 processor to better leverage both companies strengths, meet consumer demands and enrich media experiences while on the go."


Samples of the Hollywood chip are available today for select customers. TI expects the first mobile phones with TI’s Hollywood chips inside will be on the market in late 2006.