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Designers target cost of materials

Posted: 16 May 2006 ?? ?Print Version ?Bookmark and Share

Keywords:Dave Bursky? EE Times? LCD TVs? TV520 video reference design? TV520 hybrid ATSC/DVB solution?

A reference design for LCD TVs leverages the just-released TV520 video reference design and PNX8535 video processor from Royal Philips Electronics to deliver improved picture quality while reducing the BOM. Designers can develop an LCD TV and bring it to market in as little as three months, said Jos Klippert, marketing director for DTV solutions at Philips Semiconductors.

"The high integration level of the TV520 hybrid ATSC/DVB solution makes it easy for TV manufacturers to create a new model or family of models while lowering the BOM by up to 50 percent compared to alternative solutions. Using the TV520/20 system reference design, TV makers can reach a BOM cost of less than $45 for the required analog and digital processing functionality," said Klippert. The reference board supports analog and DTV broadcast standards and meets the rapidly growing demand for high-definition picture quality and great sound on a small-screen LCD TV.

Under pressure to reduce prices to drive up sales volume, TV makers deem it critical to reduce the BOM. "The LCD TV market is seeing greater than 20 percent price erosion per year, which means that manufacturers must be vigilant in removing cost from their products almost as soon as they hit the market," said Paul O'Donovan, principal analyst at Gartner Group. "At the same time, regulations like the U.S. FCC mandate requiring all TVs to have digital by February 2007 mean that TV makers must also have their new DTVs ready for the Christmas season of 2006, with a short time-to-market and the latest picture-quality technologies that consumers expect from a new LCD TV. If you put these two driving forces together, it is clear that system solutions that lower costs and add features in a short time frame are well-suited to this environment."

Board components
The first two members of the TV520 reference design line are the TV520/20 and the TV520/30. The TV520/20 was developed for mainstream LCD displays, and the TV520/30 offers further picture-quality enhancements. At the heart of the TV520 reference designs is the just-released PNX8535 integrated processor, which includes the source decoder for MPEG de-multiplexing and decoding, a video scaler for image resizing, picture-quality engine, audio decoding and audio featuring. The processor also includes an SD/HD analog component input, a consumer interface controller, a high-definition multimedia interface, and ADCs and a microprocessor interface.

The board has a video subsystem with 10bit video processing and 3D comb filter for image quality. In addition, the processor can run motion-adaptive deinterlacing and provide spatial noise reduction (plus temporal noise reduction on standard-definition video) for crisp images.

- Dave Bursky
EE Times

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