Siano Launches Advanced Receiver Chip for USA Mobile Digital TV

WASHINGTON, October 5, 2010 /PRNewswire/ — Siano Mobile Silicon
(http://www.siano-ms.com), the world’s leading supplier of digital mobile TV
receiver chips, announced today the launch of a new product, targeting the
emerging mobile TV market in the United States.

Siano’s advanced SMS1530, which supports the Advanced Television Systems
Committee (ATSC) A/153 Mobile Digital TV Standard, was developed in
collaboration with LG Electronics, principal developer of the ATSC M/H
(mobile/handheld) broadcast standard.

Optimized for transmission to mobile and handheld devices, ATSC Mobile
DTV was developed to support a variety of services including free
(advertiser-supported) television and interactive services delivered in real
time, subscription-based TV, and file-based content download for playback at
a later time. The standard can also be used for transmission of new data
broadcasting services.

Mark Aitken, Director of Advanced Technologies for Sinclair Broadcasting
Group, expects that by the end of 2010 there will be 100-150 TV stations
transmitting in ATSC’s A/153 Mobile DTV format (formal name of ATSC-MH),
scattered in about 40 metropolitan areas in the US. By the end of 2011, given
the activities of many broadcast television ventures and alliances, it is
expected that there may be up to 500 TV stations covering the 50-70 largest
metropolitan areas (as well as smaller markets). These markets account for
more than 65% of the US population.

Siano’s launch of ATSC M/H DTV receiver chips in North America builds on
its great success in the mobile TV markets of China (CMMB technology) and
Latin America (ISDB-T technology). The SMS1530 is fully compatible with the
ATSC A/153 Standard. In addition, it supports FM radio, and has the necessary
on-chip provisions for conditional access for pay-TV services. The
high-performance, low-power SMS1530 targets a wide range of mobile and
handheld devices, including mobile phones, portable navigation devices,
in-vehicle TVs and portable media players.

“As a US company, and a global leader thus far, we are enthusiastic about
serving end-users in North America,” said Alon Ironi, Siano’s CEO. “Siano has
accumulated considerable knowledge and experience in emerging mobile TV
markets, and we believe that American consumers will embrace Mobile DTV,
which offers them easy access to their favorite local and national TV content
anytime, anywhere. Products using the SMS1530 will offer the consumers the
best TV viewing experience – indoors as well as outdoors, long battery life
and mobility.”

“Siano is known for its great success in mobile DTV receiver chips, and
having them joining the ATSC Mobile DTV ecosystem is important as it
significantly strengthens the market,” said Dr. Jong Kim, president of LG’s
US DTV lab.

The SMS1530 is available in samples to select customers. A successful
field trial conducted in Washington DC exhibited excellent performance. Siano
reported that it is already engaged with customers developing electronic
products using the SMS1530.

About Siano Mobile Silicon

Siano Mobile Silicon is the leading mobile digital TV chip maker in the
world. Pioneers of the multi-standard approach, Siano’s highly integrated
silicon receiver chips enable high-performance, fast time-to-market mobile TV
solutions for handheld device makers. Siano offers a complete family of MDTV
receiver chips for the key emerging mobile TV markets in North America,
Europe, South America and China and works closely with global tier-1 PC and
mobile handset manufacturers. Siano is a global company with offices in North
America, China, Taiwan, Korea, Brazil and Israel. http://www.siano-ms.com

    Press Contacts:

    Siano
    Jason Silberman
    Koteret Public Relations
    Tel: +972-54-535-9955
    Jason_s@koteret.com

    LG Electronics
    John I. Taylor
    Tel: +847-941-8181
    john.taylor@lge.com

SOURCE Siano Mobile Silicon