MUMBAI: Broadcast digital TV can now be delivered into the cell phones of millions of consumers worldwide while maintaining low cost, long battery life and attractive phone size.

Texas Instruments (TI) in the US, which manufactures wireless semiconductors has announced that its initial Hollywood DTV single-chip solutions for mobile phones are now being delivered to TI's customers who manufacture handsets worldwide.

TI claims that its Hollywood chips are the first in the industry to integrate the mobile TV tuner and demodulator into one piece of silicon using standard 90 nanometer digital process. Consumers should expect to find the first mobile phones with TI's Hollywood chips inside on the market later this year.

The company says that it has moved aggressively to provide consumers with the ability to experience Hollywood in the palm of their hands. The Hollywood design team TI says has made an extraordinary achievement, in less than three days the team was able to get initial silicon working and receiving digital TV content. The company notes that Mobile TV is expected to boost 3G adoption, much like camera phones did for the 2.5G market and add significant new revenue to both television broadcasters and mobile phone operators.

Broadcast TV to the mobile phone is starting to find market traction worldwide; in order to integrate this function in the cellular handset, the solution needs to be small in form factor, low in power consumption, and low in cost. Typically TV functionality necessitates three individual chips to handle the RF, baseband, and memory portions; but the three constraints mentioned suggest that, vendors that offer an integrated single-chip solution will allow their handset partners a market-leading advantage.

TI's first two products in the Hollywood mobile DTV family are the DTV1000 and the DTV1001. As complete solutions, both chips enable mobile TV handsets and services to reach the mass market quickly and at a lower cost to consumers. Hollywood chips support open industry standards, addressing the requirements of customers around the globe.

Primary standard support includes DVB-H which is being deployed world-wide including Europe, the U.S. and parts of Asia, and ISDB-T which is being deployed in Japan. DVB-H and ISDB-T use orthogonal frequency division multiplexing (OFDM) technology which provides good spectral efficiency and immunity to multi-path to offer improved mobile TV performance.

In addition, both the DTV1000 and the DTV1001 chips interface with TI's family of OMap applications processors to deliver video and stereo audio, offering consumers the quality of a living room TV-viewing experience in the palm of their hand.