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TI Executive Outlines Mobile TV Opportunities for Broadcasting ......
DALLAS, Oct. 21 /PRNewswire-FirstCall/ -- Advances in mobile digital TV technology and the impact this growing industry will have on broadcasters, content providers and consumers were key topics presented by Doug Rasor, vice president and manager of Worldwide Strategic Marketing for Texas Instruments Incorporated (TI), at the closing keynote during the Society of Broadcast Engineers' annual conference held yesterday evening.
"Mobile TV combines the two most popular consumer products of our time, the mobile phone and television, providing broadcasters, networks and content providers access to an untapped market of 1.6 billion cell phone subscribers for their programming," Rasor said.
However, he noted that to make the mobile TV industry a realistically affordable service for consumers, an ecosystem based on open standards is key. "Open standards such as DVB-H enable all players of the mobile TV market to address the market on a more even playing field, from handset manufacturers to broadcasters to service providers. This fosters stronger competition, lowers consumer prices and enables faster service deployment of compelling content and services to consumers."
In preparation for service rollouts that are expected to begin in 2006, the DVB-H ecosystem is actively participating in consumer trials worldwide that are proving out business models, consumer preferences and opportunities for additional revenues. The trials have shown strong consumer interest and willingness to pay between $10 and $15 monthly for services. "With mobile TV services, consumers will be able watch live TV programming on their cell phone to 'snack' on 10-15 minutes of news, sporting events, weather and other content throughout the day which promises to create a new revenue stream for broadcasters and advertisers," Rasor said.
Closing his remarks, Rasor reminded the audience that in order to make the mobile TV market successful, content is also a key consideration. "Just like TV programming, consumers want interesting and compelling content to watch. If the right mix of entertainment, news, sports and pop-culture programming isn't available for cell phones, mobile TV will not meet its full potential to reach billions of cell phone users worldwide over the next five to ten years."
With more than 20 years´ experience in the semiconductor business, Doug Rasor is currently a TI vice president and manager of Worldwide Strategic Marketing. As part of this role, Rasor scouts, pioneers and incubates TI´s entrance into new high-growth markets that leverage TI´s real-time signal processing core competency. Examples of successful businesses that have been bootstrapped through Rasor´s strategic marketing organization are TI´s chipset businesses for MP3 players, digital still cameras, digital audio, wireless smartphones/PDAs, DSL modems, and more.
TI is the leading manufacturer of wireless semiconductors, delivering the heart of today's wireless technology and building solutions for tomorrow. TI provides a breadth of silicon and software and 15 years of wireless systems expertise that spans handsets and base stations for all communications standards, wireless LAN, Bluetooth and Ultra Wideband. TI offers custom to turn-key solutions, including complete chipsets and reference designs, OMAP(TM) application processors, as well as core digital signal processor and analog technologies built on advanced semiconductor processes. Please visit http://www.ti.com/wirelesspressroom for additional information.
Texas Instruments Incorporated provides innovative DSP and analog technologies to meet our customers' real world signal processing requirements. In addition to Semiconductor, the company's businesses include Sensors & Controls, and Educational & Productivity Solutions. TI is headquartered in Dallas, Texas, and has manufacturing, design or sales operations in more than 25 countries.
DRP and OMAP are trademarks of Texas Instruments. All other trademarks and registered trademarks are property of their respective owners.
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