Texas Instruments yesterday rolled out a technology portfolio that company cheerleaders said could help Taiwanese original equipment manufacturers accelerate the development of digital video applications.
The package, falling under the DaVinci technology brand, enables OEMs to implement digital video without digital signal processor expertise, Sunny Lee, TI business development manager, said yesterday.
DaVinci will be one of TI's key technology offerings in 2006, Lee added.
"(With regards to the) digital video market, yes, (our DaVinci platform is a potential money-maker)," he said.
"We are providing the platform and the technology that will (help OEMs) meet market requirements for digital video applications. This (portfolio) is very strategic and important for TI."
In Asia, TI is zeroing in on the OEM communities of China, Taiwan, and Korea, the official said.
"We have a lot of partners in this region," said Lee. "The market (for digital video) is booming, and new applications are coming out very quickly."
Some of the providers supporting and designing solutions on DaVinci technology include Monta Vista, Wintech, UB Video, and Mediaworks, he said.
IT vendors, especially Taiwanese OEMs, have to be armed to the teeth with new technologies to meet the challenges of a digital video revolution, Lee continued.
The new products based on TI's DaVinci technology include two digital signal processor based system-on-chips, multimedia codecs, application programming interfaces, and frameworks and development tools, said the official, adding that all are optimized to enable innovation for digital video systems.
"These integrated components are the industry's first complete offering of an open platform to enable digital video innovation without requiring extensive digital video expertise," the company said.
"With these DaVinci products, adding digital video to an application becomes as simple as writing to an application programming interface, saving original equipment manufacturers months of development time and lowering overall system costs."
According to Lee, TI is able to make this possible by removing the complexity of digital video through the integration of hardware and software, enabling developers to build upon existing, production-tested software components optimized for digital video.
"Texas Instruments' DaVinci technology is very clearly a landmark in consumer electronics," Chris Crotty, a senior consumer electronics analyst with iSuppli Corporation, said in a statement.
"We've had an audio revolution; a video revolution is the next step in consumer electronics. It looks like TI is taking care of everything and providing a very complete solution for developers that will enable digital video innovation and the next generation of consumer video devices."
OEMs using the DaVinci platform could slash their hardware bills by as much as 50 percent, TI added.
One of the company's DaVinci-based technologies, the DM644x architecture, is am integrated system-on-chip that has absorbed many of the external components required for digital video, it added. The DM6443, on the one hand, is tuned for video decode applications.
DaVinci's software infrastructure will also enable Taiwanese OEMs to improve their time-to-market capabilities, said Lee.
The complete DaVinci software infrastructure, from low-level OS drivers to application programming interfaces, makes it possible for developers to implement digital video without having to focus resources on writing and optimizing codecs or programming a digital signal processor, the executive said.
"DaVinci technology gives developers flexible combinations of components to quickly create high-performance and production-tested designs without getting bogged down in the details of video implementation," said Greg Mar, TI's DSP SoC platform manager.
"DaVinci technology will be implemented into a wide variety of applications, such as videophones, video security systems, and innovative devices that will take advantage of simplified digital video implementation."