23th Mar 09
NEC Electronics targets Chinese
DTV market by partnering with RaisingSun
NEC Electronics China and Shanghai's RaisingSun have jointly
developed reference design in China's television market
for digital televisions (DTVs) compliant with all of China's
DTV standards. NEC is 2nd company, which has announced availability
of reference design for China's television market with in
past 7 days. Few days back, Broadcom has announced DTV solutions
for the same market. The common factor here is, both are
partnering with RaisingSun.
The solution is based on NEC Electronics' EMMATM3TL, an
image processing system on a chip (SoC), and driver software,
with RaisingSun's middleware and application software. This
HD video supporting SoC EMMA3TL was launched in Aug 2008
and supports H.264/AVC next-generation video compression
standard.
Chinese DTV market is no small market, with the expansion
of DTV market in China, sales of DTVs are projected to rise
from 8,000 units in FY 2007 to 12,000 units in FY 2012 and
semiconductor companies are flying around this juicy market
like honey bees.
NEC Electronics says it has chosen RaisingSun as a partner
for its technological precedence and its innovation especially
in all-in-compliance TVs in support of analog/digital reception
and cable television programming in China. NEC Electronics
shared the technologies of EMMA3TL and developed software,
whereby RaisingSun provided the availability of middleware
and application software and the reference design for DTVs
in China.
The next step in this partnership is to develop DTV solution
for DTV markets in Europe as well. So designed for China
but can also be deployed elsewhere with some design tweaks.
By these deals it looks like RaisingSun is sitting in pretty
good position with SoC vendors bee lining for partnership
with this company to serve the world DTV market.
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