NEC Electronics Collaborates with Software Design House in China to Deliver Digital Television for China Market

KAWASAKI, Japan, NEC Electronics Corporation today announced that NEC Electronics China, a subsidiary of NEC Electronics, and Shanghai RaisingSun Digital Video Technology Co., Ltd., a software design house in China, have jointly developed NEC Electronics’ first reference design in China’s television market for digital televisions (DTVs) compliant with all of China’s DTV standards.
The solution is based on NEC Electronics’ EMMATM3TL, an image processing system on a chip (SoC), and driver software, with RaisingSun’s middleware and application software. It enables DTV manufacturers to provide time-to-market, high definition DTV solution that supports H.264 standard-definition broadcasting market.
NEC Electronics is actively promoting chips for digital audio/visual (AV) appliances as a strategic business segment and has established the China Digital AV Application Center (CDAC) in April 2006, as a digital AV technical support base in China. The company has also been cooperating to share technologies with manufacturers and software vendors in China.
With the expansion of DTV market in China, sales of DTVs are projected to rise from 8,000 units in FY 2007 to 12,000 units in FY 2012 and semiconductor companies are expected to deliver DTV solution for China market.
In August 2008, NEC Electronics launched EMMA3TL, a new SoC product for full high definition (HD) iDTV supporting the H.264/AVC next-generation video compression standard. Targeting China’s growing market, NEC Electronics decided to collaborate with RaisingSun in an attempt to develop DTV solution using the company’s EMMA chips. NEC Electronics chose RaisingSun as a partner in recognition of its technological precedence and its innovation especially in all-in-compliance TVs in support of analog/digital reception and cable television programming in China.
NEC Electronics shared the technologies of EMMA3TL and developed software, whereby RaisingSun provided the availability of middleware and application software and the reference design for DTVs in China.
NEC Electronics and RaisingSun decided to work together to promote this reference design and will develop DTV solution for DTV markets in Europe as well.

Exhibition at China Content Broadcasting Network (CCBN)
NEC Electronics China will highlight its achievements with RaisingSun at the China Content Broadcasting Network (CCBN), from March 21 to 23, to be held in Beijing, China.

About NEC Electronics
NEC Electronics Corporation (TSE: 6723) specializes in semiconductor products encompassing advanced technology solutions for the high-end computing and broadband networking markets; system solutions for the mobile handset, PC peripheral, automotive and digital consumer markets; and multi-market solutions for a wide range of customer applications. NEC Electronics Corporation has subsidiaries worldwide including NEC Electronics America, Inc. and NEC Electronics (Europe) GmbH. More information about NEC Electronics worldwide can be found at www.necel.com.

About RaisingSun
Shanghai RaisingSun Digital Video Technology Co., Ltd. is registered in Shanghai, China. It focuses on digital video consumer product design and integration. The company was established in March 2004, has about 150 employees and was certified as Shanghai hi-tech software company in 2005. Raisingsun’s product extend from progressive 100Hz TV to integrated digital high definition TV. The market covers China, North America, Australia and Europe. Raisingsun developed the first complete middleware platform (iTVware) for digital video consumer products. The company developed the turn key integrated digital TV solution based on iTVware supporting China DTMB, DVB-C and ATSC standard. The company is awarded and applying multiple Chinese patents in embedded DVD, embedded antenna and other areas in TV receiver.

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