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
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
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
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
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.