Texas Instruments Sees Transcoding as Key to the Video Entertainment Market

Future Transcoding Technology Supporting Multiple Video Formats is Pivotal to

Next Generation Video Market Growth

DALLAS, Nov. 7 /Xinhua-PRNewswire/ -- As the accelerating video market

extends its reach to products such as cell phones, portable media players and

automotive infotainment systems, consumers are demanding easy access to their

video content throughout the home and on the go. The next stage of the video

revolution must solve the challenge of seamlessly moving multi-format video

content between all types of video devices. According to Texas Instruments

Incorporated (TI) (NYSE: TXN), transcoding is crucial to addressing this

challenge and enabling electronics manufacturers to drive the continued

evolution of the video entertainment market. (For more information, see

http://www.ti.com/transcoding )

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Transcoding is the ability to take existing video content and change the

format, bit rate and/or resolution in order to view it on another video

device. A new research study done by IDC concurs finding that transcoding is

an essential technology for delivering digital content to video playback

devices that were previously incompatible.

Transcoding a single video format is available today but that will not

meet consumers’ needs to easily navigate the changing video environment.

The ability to view content on any device requires the need to transcode many

video formats, thus multi-format transcoding is key.

“Transcoding is a life-or-death issue facing manufacturers and service

providers as they try to realize the explosive growth in video

entertainment,” predicts Gene Frantz, TI’s Principal Fellow. “Consumers

have an insatiable appetite for immersion in entertainment, and transcoding

among multiple formats will be mandatory for all future video products to be

successful. Digital signal processing technology will be an essential piece

in laying the foundation for transcoding among multiple consumer devices. TI

will continue to leverage our proven expertise in multi-format advanced video

codecs and our position as the only fully-programmable DSP technology

provider performing real-time transcoding to include this functionality in a

range of client media solutions.”

Service providers and electronic device manufacturers alike must face the

truth: content really is king. Consumers are demanding that their content be

easily transportable and available on any device they have on hand. The

ability to seamlessly move content in real-time is only made possible by

transcoding. Transcoding can change the bit rate, resolution and format of

video content, allowing multiple devices with varying specifications to play

back content. This is also true for HD content where transcoding extends the

reach of content beyond the TV, making it possible to send, receive and view

HD source content on any video device at any resolution.

“The growing variety of home, business and mobile electronic devices is

forcing content providers, network service providers and end-user device

manufacturers to tackle the problem of sending large amounts of digital data

in multiple formats,” reports IdaRose Sylvester, senior analyst for IDC in

the Executive Brief titled “Transcoding: The Future of the Video Market

Depends on It,” November 2006. The brief also highlights that, "Transcoding

is being deployed today, and is becoming a critical part of the network

infrastructure. The real driver for transcoding, and the content delivery

that it enables, ultimately is the consumer. Consumers will demand services

such as HD programming, programming on demand, as well as content available

to them anytime, anywhere, and will seek this from traditional and non-

traditional sources. Transcoding enables new delivery services and content

ubiquity." The new IDC Executive Brief also discusses the business drivers

for transcoding, as well as the challenges and opportunities for this

strategically important technology.

To download a copy of IDC’s report, “Transcoding: The Future of the

Video Market Depends on It,” visit http://www.ti.com/transcoding . TI will

also be hosting an online, IDC-moderated panel discussion featuring many

industry visionaries. The panelists will discuss the challenges and

opportunities of transcoding and how it will affect them and the video market

directly. For more information and to register for this webcast, visit

http://www.ti.com/transcoding .

About Texas Instruments

Texas Instruments Incorporated provides innovative DSP and analog

technologies to meet our customers’ real world signal processing

requirements. In addition to Semiconductor, the company includes the

Educational & Productivity Solutions business. TI is headquartered in

Dallas, Texas, and has manufacturing, design or sales operations in more than

25 countries.

Texas Instruments is traded on the New York Stock Exchange under the

symbol TXN. More information is located on the World Wide Web at

http://www.ti.com .

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