CeRoma to Collaborate with IBM on Video Technology Solutions

CeRoma to Collaborate with IBM on Video Technology Solutions

January 30, 2007

    CAESAREA, Israel, Jan. 30 /Xinhua-PRNewswire/ -- CeRoma
Ltd. has signed an agreement with IBM to collaborate in the
development, manufacture, marketing, and sale of
high-definition digital media integrated circuits optimized
for multiple applications such as set-top box (STB),
internet protocol television (IPTV), digital television
(DTV) and multiple transmission standards.

    CeRoma's vision is to be the market leader in advanced
digital media system on chip products addressing the fast
emerging high throughput, high resolution viewing and
recording needs of the future digital home.  CeRoma brings
significant domain expertise for integrated SOC solutions
and multimedia reference systems.

    IBM brings experience in both Power Architecture(TM)
SOC development and offerings in the STB marketplace with
over 20 million Power Architecture based standard
definition Set-Top-Box SOCs sold. IBM is enhancing CeRoma's
system on chip capability by offering world class ASIC
methodology, manufacturing, and Power Architecture
expertise.  In addition, IBM's sales channels will
complement CeRoma sales capability to quickly bring the
CeRoma branded offerings to market and drive broader
proliferation of the Digital Media solutions.

    "With the home market rapidly moving to high
definition video and interactive content, cable,
terrestrial, satellite and IPTV operators will offer end
users services that will need to be processed at the
highest 
quality -- while keeping end-users' costs under strict
constraints. This will create a need for high-performance
and highly integrated digital solutions. Combining IBM
technologies, IP, manufacturing capabilities and sales
channels to the market with CeRoma's vision and digital
design expertise is a win-win situation," said Udi
Steigman, CEO CeRoma LTD.

    The CeRoma and IBM collaboration is focused on
commercially deploying a family of G1.x products, the first
of which will become commercially available in Q4 2007.
Products will leverage multi-core PowerPC capability for
emerging workloads with multiple High-Definition (HD) media
sources and standards. Each company's capabilities
complement and strengthen the ability to bring desired
solutions into the Consumer market and provide the
opportunity for future collaboration on complementary
applications.

    "CeRoma G1.x family of SOCs addresses a growing
demand in the digital arena. CeRoma's vision of the
changing market in home entertainment electronics means
creating products that are on the cutting edge of video,
audio and networking technology. Products that will enable
CeRoma's customers to realize their future product roadmaps
in the most efficient way," continued Mr. Steigman.

    "A lifestyle transformation is underway embracing
a digital interactive connected world with technology as
the catalyst," said Ron Martino, Director, Power
Architecture Solutions, IBM Global Engineering Solutions. 
"The collaboration between IBM and CeRoma will enable
advanced digital platforms which are complementary to IBM's
current Power Architecture(TM) product and service offerings
focused on delivering the real-life, immersive and
effortless user experience sought by consumers."

    About CeRoma

    Established in January 2005 by an expert team of
Industry specialists,
funded by private investors from the EU, CeRoma Ltd, is a
fabless semiconductor company based in Caesarea Israel.
CeRoma currently employs about 30 experienced and skilled
engineers from a range of backgrounds including digital
STB, Television, Networking and Telecoms. Positioned as a
leading designer and manufacturer of advanced
system-on-chip(SOC) solutions for digital video
broadcasting, CeRoma develops solutions for next
generation, high volume digital television products. CeRoma
designs and produces innovative and cost-effective solutions
for leading-edge home entertainment products in the rapidly
expanding digital television market. 

    For more information, please contact:

     CeRoma Offices at
     Tel:   [phone]
     Email: [e-mail]


SOURCE  CeRoma Ltd.