New Low-Cost DaVinci(TM) Processor Spurs Growth for Portable, HD Video Applications

New Low-Cost DaVinci(TM) Processor Spurs Growth for Portable, HD Video Applications

September 10, 2007

Sub-$10 Processor Combined with Complete Digital Video
Evaluation Module Saves OEMs Months of Development Time


    HOUSTON, Sept. 10 /Xinhua-PRNewswire/ -¨C Driving the
market growth for next-generation, portable,
high-definition (HD) video products, Texas Instruments
Incorporated (TI) (NYSE: TXN) today announced the
availability of a new DaVinci(TM) processor with ARM host
control and complete development tools. At a price of less
than $10, the new TMS320DM355 digital media processor
provides HD video performance and double the battery life
of today's HD products. For more information see
http://www.ti.com/dm355pr . 

    (Logo:
http://www.xprn.com.cn/xprn/sa/20061107170439-20.jpg )

    Tuned for applications such as digital cameras, IP
video cameras, digital photo frames and video baby
monitors, the DM355 processor consists of an integrated
video processing subsystem, an MPEG-4-JPEG co-processor
(MJCP), an ARM926EJ-S core and peripherals. The
corresponding development tool, the DM355 Digital Video
Evaluation Module (DVEVM), will help developers quickly and
easily create low-cost portable, digital video devices with
HD video capability.  

    "With this DaVinci offering, developers can add HD
video functionality at a low price point and execute a quick
launch of their product into the fast-growing HD
market," said John Dixon, DaVinci marketing manager,
Texas Instruments. "The DM355 is tuned to provide the
critical balance of price, performance and power for these
aggressive markets in an effort to ensure our customers'
success."

    The processor is available in clock speeds of 216 MHz
or 270 MHz, which allows for a scalable line of products.
Likewise, developers can re-use intellectual property from
the robust DaVinci technology portfolio (
http://www.thedavincieffect.com/ ) or leverage IP from the
vast open-source resources for ARM-based processing to
speed them throughout the development process. Other
applications that will benefit from implementing the DM355
include commercial products, such as medical imaging, ultra
low-cost digital video recorders and portable test
equipment.

    Achieving HD Video in Portable Products

    Optimized for HD video, the DM355 processor achieves
its impressive performance by integrating a video/imaging
coprocessor to achieve a sub-$10 price and enable ultra-low
power consumption. The MJCP provides HD MPEG-4 SP encode or
decode at 720p and 30 frames per second and JPEG encode or
decode at 50 MegaPixels per second. The video processing
subsystem, which is featured on all DaVinci devices,
integrates a preview engine, histogram, resizer and
on-screen display all in hardware. The MJCP provides the
equivalent of 400 MHz of digital signal processing (DSP) to
achieve HD video, while the video processing subsystem tasks
equate to approximately 240 MHz of performance on a DSP.
Combined, the MJCP and video processing subsystem provide
the equivalent of up to 640 MHz of DSP processing
performance, and up to 270MHz of ARM processing
capabilities are still available for product
differentiation. The DM355 also includes a carefully
selected suite of peripherals, such as high speed USB 2.0
On-The-Go. The integrated 10-bit D-A converter and video
encoder also saves developers up to $2 in the bill of
materials, as well as the associated manufacturing and
design costs compared to the use of discrete parts. Priced
at less than $10, the DM355 processor is an even greater
value because it includes the production-qualified HD
MPEG-4 and JPEG codecs without the need to pay licensing
fees or royalties to TI.

    Longer Battery Life

    Systems built with the DM355 will experience battery
life that is up to twice the life of currently available
portable HD systems. Depending on the application, the
DM355 consumes approximately 400mW during HD MPEG-4
encoding and only 1mW of stand-by power. As an example,
this means that consumers using DM355-based digital cameras
in video mode can expect to record 80 minutes of HD video
while using just two AA batteries.

    Complete Hardware, Software, and Tools Solution

    The DM355 processor and DVEVM take advantage of all the
tools and support included in the DaVinci technology
portfolio to help product developers save months of time.
The application programming interfaces (APIs) common across
DaVinci offerings also means that developers familiar with
DaVinci technology or ARM development can quickly develop
their products with virtually no learning curve. 

    When coupled with the DVEVM, available now for $495,
developers are able to get started immediately with product
development.  The DVEVM helps them achieve the fastest
possible time to market, with optimized MontaVista Linux,
an uboot loader, and drivers for the complete peripheral
set. Rounding out the DVEVM are the JPEG, MPEG-4 SP and
G.711 codecs plus Video Input/Output, Audio In/Out, an
external EMAC, USB 2.0 On-The-Go and JTAG for test. ORCAD
schematics are also available at no charge. 

    Support for other operating systems, such as Windows
CE, and additional system development needs are available
from TI third parties ( http://www.ti.com/3p ), which are
ramped and ready to support immediate development. 

    Pricing and Availability

    The DaVinci TMX320DM355ZCE216 processor is now sampling
from TI and TI authorized distributors.  The 216MHz version
will be priced in volume production at $9.75 in 50Ku and
the 270MHz version will be $11.49 in 50ku. The highly
integrated device is packaged in a 13 x 13 mm, 329 pin,
0.65mm pitch BGA package. The TMDXEVM355 Digital Video
Evaluation Module is now available for $495.  For more
information, please visit http://www.ti.com/dm355pr .

    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 .

    Trademarks

    DaVinci technology is a trademark of Texas Instruments.
 All other trademarks and registered trademarks are the
property of their respective owners. 



    For more information, please contact:

     Lisa Ferrara
     Texas Instruments
     Tel:   [phone]
     Email: [e-mail] 

     Sarah Bodenman
     GolinHarris
     Tel:   [phone]
     Email: [e-mail]