PHILPS push low-cost digital TV chip positive impact China core

Yesterday, PHILPS released its new digital TV chip TV520. This product is expected to allow flat-panel TV manufacturers to reduce the cost of materials to less than $45. Compared to other solutions, a drop of 50%." PHILPS semiconductor digital TV Marketing Director Jos Klippert in the first financial daily interview, said.

While China's digital TV chip makers Hisense, Changhong also promote low-cost strategy. Zhang Enyang, deputy director of Changhong technology center, said a foreign chip price of about $10, while the rainbow core is only 1/10. Zhang Zhenghua, director of marketing communications and public relations at PHILPS, did not answer the question of whether there is a direct competition with local companies.

However, Jos Klippert side stressed the advantages of TV520 in intellectual property. He said that this product can be compatible with the United States ATSC and European DVB two digital TV audio and video decoding standards, if China's flat-panel TVs exported to the United States and Europe, the future must adapt to their specifications and restrictions. "Provisions, the Federal Communications Commission before March 1, 2007, all analog TV will achieve full digital." He said.

Reporters learned that PHILPS in the two major European and American digital television standards, both have core intellectual property rights. This means that even if China's flat-panel TV manufacturers do not directly purchase these chips, it is difficult to bypass its patent licensing. At the same time, Hisense core, Changhong rainbow core and other Chinese domestic chip products, if not compatible with the United States, Europe, digital TV standards, the future will also be difficult to export to Europe and the u.s..

"Chinese companies are now starting to do digital TV chips, so manufacturers don't have to pay again. However, as the world's only video, audio, control three channels of core intellectual property rights of enterprises. PHILPS will not compromise on intellectual property rights." Jones, director of marketing at PHILPS semiconductor Greater China, said Alun.

Nevertheless, PHILPS did not immediately get the industry response. Zhan Jiajin, deputy general manager of Hisense core technology company, said: do not understand these products PHILPS."