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Philips Launches Semiconductor
Industry's First Single Chip For LCD TV
The TDA15500 Provides Highly Integrated
and Cost-Effective Support for the Low-End LCD Global Television Market
Royal Philips Electronics (NYSE:PHG)(AEX:PHI) today announced the launch of its TDA15500
single chip solution for low-end LCD (Liquid Crystal Display) TV sets. The TDA15500 is the
first single system chip solution that provides manufacturers of LCD TV sets features such
as video decoding, picture improvement, de-interlacing and scaling, sound entertainment
and a microcontroller with teletext. The technology behind the TDA15500 is derived from
Philips' Ultimate-One-Chip (UOC) third generation solution and Philips' scaler expertise.
The high integration level of the single chip and the solution's resulting lower cost
enable manufacturers, with the help of a reference design, to compete effectively and
offer affordable LCD television sets to the Connected Consumer.
With the booming flat panel display and
LCD TV market, we are witnessing unprecedented changes in the world of television.
According to Strategy Analytics, the LCD market is likely to reach 32 million units by
2008 on a quantum basis, approximately 7 times the figure expected for 2003. Small and
medium sized displays currently dominate the market, but the 30"+ segment will grow
rapidly from 2005 onwards. Due to Philips' commitment to developing state-of-the-art chip
technology for the LCD TV market, Philips is ahead of the industry in developing single
chip solutions such as the TDA15500 which will help drive the adoption of LCD TV.
"With Philips' proven and extensive
knowledge in the television arena, its semiconductor division is a leader in developing
single chip technology," said David Mercer, VP and Principal Analyst at Strategy
Analytics. "Single chip solutions such as Philips' TDA15500 will help drive growth in
the low-end LCD market as the technology will allow more manufacturers to bring affordable
LCD TV sets to market."
"Our latest single chip system
solution revolutionizes the LCD TV industry and we are the first to the market with such a
single chip," said Jos Klippert, marketing director for LCD TV solutions at Philips
Semiconductors. "The TDA15500 is a low cost, single chip implementation in an easy to
use reference design that gives our customers the possibility to build competitive LCD TVs
with fast time to market in a highly competitive marketplace -- whilst also providing our
customers with the flexibility to differentiate themselves from other market
players."
Containing the field proven and truly
global video decoding from Philips' UOC family, the TDA15500 offers customers a way for a
smooth implementation of LCD TV solution. The single chip also contains an on-chip
microcontroller that permits the full implementation of LCD TV systems with a minimum
number of external components. Integrating the video decoding capabilities developed in
the UOC family with advanced de-interlacing features allows for this easy implementation
of the LCD-TV solution and gives customers rapid time to market. The system inherits the
software environment already established in fifty percent of TV sets produced worldwide
based on the Philips GTV reference software. In addition, by integrating this single chip
into LCD television sets, manufacturers will gain a serious competitive advantage in the
low-end market, drive costs down in the LCD TV market in general and ultimately provide
end consumers with LCD TV sets that they can afford, hence paving the way for mass
adoption of LCD television.
Pricing and Availability
The TDA15500 solution is priced starting
at under US $12 for volume quantities. Product sampling will begin in Q2 2004 with mass
production expected to commence in Q4 2004.
About Royal Philips Electronics
Royal Philips Electronics of the
Netherlands is one of the world's biggest electronics companies and Europe's largest, with
sales of $30.1 billion (EUR 31.8 billion) in 2002. It is a global leader in color
television sets, lighting, electric shavers, medical diagnostic imaging and patient
monitoring, and one-chip TV products. Its 166,500 employees in more than 60 countries are
active in the areas of lighting, consumer electronics, domestic appliances,
semiconductors, and medical systems. Philips is quoted on the NYSE (symbol: PHG),
Frankfurt, Amsterdam and other stock exchanges. News from Philips is located at:
www.semiconductors.philips.com.
