12/15/2003 - Royal Philips Electronics (NYSE: PHG, AEX: PHI) introduced its SAA7154 system chip solution – the world’s first video decoder, scaler and de-interlacer with picture improvements and memory less Enhanced Dependant De-Interlacing (EDDI) for use in Liquid Crystal Display (LCD) TV’s, LCD monitors, and PC peripherals such as TV boxes. The highly integrated single chip solution provides manufacturers with outstanding flexibility and functionality for the creation of TV and infotainment products that offer quality LCD picture. With the launch of the SAA7154, Philips continues its global commitment to the connected consumer by developing system solutions to enable LCD manufacturers to develop cost-efficient products with short time to market. Philips today also announced a fully flexible reference design kit featuring the new SAA7154 multi-standard video decoder and LCD controller, primarily aimed at cost-effective LCD, portable and automotive applications.
As 2003 comes to a close, global consumer demand for high quality TV and infotainment solutions continues to grow rapidly, notably within the LCD TV sector. According to DisplaySearch, the worldwide leader in flat panel display research and consulting, LCD television panel shipments are forecasted to rise to 36 million units by 2008, resulting in a 19% share of the global TV market. The SAA7154 multi-standard video decoder and reference design kit will offer manufacturers a cost-effective and flexible solution to help them provide quality picture for the growing number of LCD displays.
“Playing a leading role in the growing LCD market and providing manufacturers with state-of-the-art multi-functional and cost-effective chip solutions is key to our business,” said Martin Maloney, international product marketing manager, Philips Semiconductors. “Our SAA7154 highly integrated chip solution enables global manufacturers to define TV and infotainment products with optimum picture quality – in both a cost-effective and completely flexible manner and in line with market demand.”
While supporting international TV standards, the SAA7154 provides 10-bit A/D conversion together with enhanced and adaptive 2D 2/4 line comb filter video decoding capabilities, integrated and more sophisticated scaling algorithms, as well as more versatile Vertical Blanking Interval (VBI) data processing features such as closed captioning and V-chip processing. Additional key facets include support of High Definition (HD) component video aptitudes, greater robustness with VCR signals and optional direct control of LCD panels. The SAA7154 also offers high-end picture improvement techniques such as fleshtone correction and color transient improvement for optimum picture quality.
The SAA7154 is now being sampled with key customers. Mass production is expected to begin in Q1 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 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, components, 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.
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