Color TV enterprises core long road

Recently, Hisense's first grand release of independent intellectual property rights "hiview", followed by the establishment of a high-profile Changhong design company, Haier is also actively promoting the Haier Aigo digital TV decoder chip has sold more than 10 million pieces...... For a time, color TV companies have shown a strong desire to enter the field of chips. This is a speculation, or the inevitable choice of industrial development? Color TV enterprises whether can get rid of the plight of heteronomy truly, by the broad road?

Chip, do or not?

In fact, Chinese companies involved in color TV ASIC, not from today. According to senior engineer An Yongcheng of the National Radio and television product quality supervision and inspection center, in twentieth Century 70s and 80s, Beijing 878 factory, Wuxi 742 factory has produced some of the TV special integrated circuit, but due to the technology, quality, cost, service and other aspects can not compete with the foreign companies and exit. By 90s, the domestic color TV needs of key integrated circuits are basically PHILPS, Toshiba, SANYO and other companies monopoly.

In the era of analog TV, CRT and other devices occupy 50% of the cost of color TV, 70%, the cost of integrated circuits is relatively small. With the development of digital TV and flat panel TV, the color TV industry is facing great challenges and impact. According to the chief engineer of the Xiamen Overseas Chinese electronics company Su Zhongren introduced in the previous analog TV is widely used on their own chips such as SONY, Toshiba, international companies such as PHILPS, Samsung, also had extensive use of digital processing chip design companies such as Pixelworks, Gen-esis, Trident, push the product to ensure the competitiveness of their color models.

On the other hand, with the rise of labor costs and the increase of patent litigation, the survival pressure of household electrical appliance enterprises is getting bigger and bigger. According to Yang Gang, general manager of rainbow Micro Technology Co., Ltd., Chinese companies in the U.S. market, each sold a DVD, can only earn $1, and if you do not have to pay high royalties, the profit should be $19. Therefore, in order to obtain the independent choice of chip products power, improve the domestic color TV enterprises in industrial chain, improve value-added products, provide the impetus for the long-term development of enterprises, enterprises have set foot in the field of chip color tv.

At present, some color TV enterprises have started to develop their own TV sets or color TV products with independent intellectual property rights according to their own conditions or their own design, or joint design, or the use of domestic chips. For example, Xiahua launched the "Yanhuang 1" and high-definition television display control chip, Hisense launched digital processing TV "hiview", Haier launched digital TV "Chinese core" etc..

According to An Yongcheng, as early as 2003, the development team to Dr. Liang Lin, academician Zheng Nanning of the Xi'an Jiao Tong University Chengdu aircoil company led, has successfully produced a video signal processing and scanning format conversion integrated circuit, and Hisense recently launched the "hiview" belongs to similar products.

An Yongcheng believes that the new video signal processing and scanning format conversion integrated circuit is one of the key in the new color TV integrated circuit at present, to achieve all integrated localization, there is still a long way to go. He suggested that TV manufacturers can from small and medium scale integrated circuits such as audio power amplifier, field scanning output circuit, AV switching circuit, memory, integrated video amplifier with the accumulation of experience, to more complex product transition.

Development or joint?

It is understood that the color TV manufacturers have their own integrated circuit design department, but most of the work of these departments is based on the chip manufacturers to provide some reference to improve the design. For those who want to get involved in the design of the front end of the color TV manufacturers, we must adopt a joint development or independent development model.

And international mainstream chip suppliers to set up a joint laboratory for joint development, the domestic color TV manufacturers are common practice. According to TCL multimedia electronic business department, deputy general manager of marketing headquarters Luo Qiulin introduced in July 2004, TCL and the world's leading digital video display technology co founded the company Genesis digital video laboratory, DDHD developed a new generation of high-definition digital technology. Xoceco also take joint development, 2003, Xoceco in cooperation with the Chengdu aircoil company launched the first domestic high-definition video display chip "Yanhuang 1". In November 2004, Xoceco and Pixelworks and Excelpoint formally established three party joint laboratory.

According to reports, under the joint development mode, color TV manufacturers can in the initial stages of chip design, will own the system and performance requirements submitted to chip suppliers, can develop their required special functions, so as to avoid the homogenization of competition products.

In the joint development of the model, the color TV manufacturers to play the role of nature, the contribution is the knowledge and power of the system vendors. Some manufacturers are trying to play the role of chip suppliers by setting up ASIC development centers or design companies.

As early as 2000, Haier group, which is invested in the establishment of the Beijing Haier Blx Ic Design Corp, specializing in the development of digital TV chips. Beijing Haier Blx Ic Design Corp deputy general manager Yang Yanchun believes that the domestic enterprises to get rid of the restrictions of foreign chip suppliers, can be achieved through the cultivation of local chip suppliers way. Yang Yanchun told reporters: "at present we have the chip supplier