This is an initiative that promises ot take wireless content to the next level.

Texas Instruments (TI) has developed the wireless industry's first digital TV on a single chip for cell phones. This will capture broadcast signals and allow cell phone users to watch live broadcasts ranging
from reality TV shows to major sporting events and breaking news. Code-named "Hollywood," the chip will receive live digital TV broadcasts using new television infrastructure that is being developed for
cell phones, doing for cell phones what HDTV did for home TVs.

Hollywood builds on TI's current capabilities in the converging wireless and consumer electronics markets, including high-quality streamed video
content on 2.5G and 3G handsets via its multimedia processors. This complements TI's current suite of consumer device technology, including its DLP technology and its proven signal processing and analog technology for such products as digital still cameras, audio players, and digital radio.

TI's "Hollywood" digital TV chip will support newly established and open digital TV broadcast standards for the wireless industry. While no single standard will be used worldwide, TI believes that the most prevalent standards will be those that are open and non-proprietary, including Digital Video
Broadcasting - Handheld (DVB-H), which was developed for Europe and is expected to extend to the US, and the Japanese specification, Integrated Services Digital Broadcasting - Terrestrial (ISDB-T). Hollywood will support DVB-H and ISDB-T.

Dedicated wireless networks supporting these standards will feature high-quality live broadcast TV (24-30 frames per second) paired with full audio to
offer a more robust mobile viewing experience versus the one-to-15-frames-per-second streaming capability offered via cellular. These networks also could support services once reserved for the living room and bring them to the cell phone. These include pay-per-view programming, interactive television, and
menu/guide systems.

TI manufactures wireless semiconductors, delivering wireless technology and building solutions for tomorrow. TI provides a breadth of silicon and software. It claims to have 15 years of wireless systems expertise that spans handsets and base stations for all communications standards, wireless LAN, Bluetooth and Ultra Wideband.