Texas Instruments Launches New Low-Cost DaVinci[TM] Processor to Spur Growth of Portable, HD Video Applications

Houston (ots) -

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

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 embedded
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 . 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 up to 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
DM355 video processing subsystem, similar to versions featured on
other 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 Batter 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 ( http://www.ti.com/windowscepr ), and additional
system development needs will be 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 50,000 unit volume and the 270MHz
version will be $11.49 in 50,000 unit volume. 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 .

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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
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.

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Contact:
Texas Instruments
Daniela Koeppe
koe@ti.com