Texas Instruments and NSCC Deliver the Industry's First Single-Chip AVS IPTV Set Top Box Based on DaVinci(TM) Solution

Texas Instruments and NSCC Deliver the Industry's First Single-Chip AVS IPTV Set Top Box Based on DaVinci(TM) Solution

May 22, 2007

Easy-to-use and Cost Effective AVS IPTV STB Solution Speeds
the Deployment of IPTV Services in China


    BEIJING, May 22 /Xinhua-PRNewswire/ -- Texas
Instruments Incorporated (TI) (NYSE: TXN) and National
Source Coding Audio & Video Technologies (Beijing) Co.,
Ltd. (NSCC) today announced the delivery of the industry's
first single-chip IPTV set-top box (STB) solution enabling
dual decoding of AVS and H.264, HM2006.  Built on TI's
innovative DaVinci(TM) technology platform, the solution
targets on home audio and video entertainment applications
that adopt China's digital television (DTV) standard - AVS.
It is an easy-to-use and cost effective solution that will
drive the widespread deployment of IPTV services in China.
(See http://www.ti.com.cn .) 

    (Logo:
http://www.xprn.com.cn/xprn/sa/20061107170439-20.jpg )

    According to In-Stat, China's IPTV subscribers will be
6.3 million with the annual revenue rapidly reaching to
US$888 million by 2010. As the local DTV standard, AVS has
been increasingly matured. The timely delivery of the
single-chip IPTV STB solution by TI and NSCC will push
forward the development of this market with great
potential. 

    As China's first single-chip IPTV STB solution that
concurrently enables AVS and H.264 dual decoding, HM2006 is
integrated with NSCC's AVS decoding algorithm and uses TI's
innovative DM644x digital signal processors (DSPs) based on
DaVinci technology. The solution enables AVS, H.264, MPEG2,
MPEG4 and WMV video decoding. Digital signal processing
gives designers using TI's DaVinci technology the ability
to add video functions to an application, because the
programmable engine makes is as simple as writing to an
application programming interface (API), saving original
equipment manufacturers (OEMs) months of development time
and lowering overall system costs. The solution also can
help operators meet faster deployment schedules at a lower
development cost. 

    "China's IPTV market is experiencing gradual but
solid growth. Today's announcement of the industry's first
local AVS-enabled single-chip IPTV STB solution will surely
push forward the market." said Kun Lin, Vice President
of TI Greater China Strategic Business Development,
"We believe that TI's integrated, flexible and
programmable devices based on DaVinci technology will
promote the deployment of this industrial ecosystem and
provides OEMs and operators with low-cost,
high-performance, simple and easy-to-use technical
solutions, thus eventually allowing consumers to enjoy more
clear and vivid video experiences with reduced
expenses."

    "TI's ability to provide an IPTV STB single-chip
hardware platform within such a short time in the AVS
deployment process plays an important role in the promotion
of AVS. NSCC believes that the introduction of this solution
will significantly accelerate AVS promotion efforts in the
IPTV market", said Zhu Xuiao, NSCC deputy general
manager, "The cooperation is just the beginning. We
look forward to deepening our cooperation with TI, give
full play to the advantages of DaVinci technology-based
processor and introduce more solutions for AVS codecs
applications." 

    About Texas Instruments

    Texas Instruments Incorporated provides innovative DSP
and analog technologies to meet our customers' real world
signal processing requirements.  In addition to
Semiconductor, the company includes the Education
Technology business.  TI is headquartered in Dallas, Texas,
and has manufacturing, design or sales operations in more
than 25 countries.

    Texas Instruments is traded on the New York Stock
Exchange under the symbol TXN.  More information is located
on the World Wide Web at http://www.ti.com . 

    About NSCC

    Founded in December 2003, National Source Coding Audio
& Video Technologies (Beijing) Co., Ltd. is a
joint-stock system enterprise engaged in the development of
digital audio and video core technologies, standards and key
application products. Its leading R&D forces come from
the Motorola-NCIC Joint Research and Development Laboratory
for Advanced Computer and Communication Technologies founded
by the Computing Institute of the Chinese Academy of
Sciences in 1996. Shareholders of the company consist of 5
units from industries, universities and research
institutions which have years of research experiences and
an industrial background. As one of the leading sponsors of
AVS standard research and industry promotion, NSCC is
committed to the R&D and promotion of the
next-generation digital audio and video technology AVS
standard and products, and has introduced AVS-based
decoding software, decoding chip and Powercoder serial
encoders. For more information, visit http://www.usc.com.cn
. 

    Trademarks

    DaVinci is a trademark of Texas Instruments.  All other
trademarks and registered trademarks are property of their
respective owners.


    For more information, please contact:

     Tracy Zhou		
     Texas Instruments	
     Tel:   [phone]		
     Email: [e-mail]

     Tara Hanney		
     GolinHarris		
     Tel:   [phone]		
     Email: [e-mail]