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DDB TV operating system unveiled in India

Posted: 06 Jun 2012     Print Version  Bookmark and Share

Keywords:TV operating system  set-top box  digitalisation  3D  2D 

The DDB Foundation, a union of seven technology firms, has introduced a new technology platform that aims to change TV viewing experience in India. The new Digital Direct Broadcast (DDB) is a TV operating system which allows DDB-enabled televisions to perform multiple functions on one single platform.

This new technology platform was unveiled by the Bollywood actress Priyanka Chopra, who has been appointed as brand ambassador for DDB.

The DDB-enabled TVs can receive digital signals without a set-top box; and offers audio-visual experience that has never been experienced before. In view of complete digitalisation regulation by Government by year 2015, the technology looks quite promising as it will meet all the requirements.

The cloud computing abilities allow users to save files; while users can also browse through websites and "indulge in the current fad of social networks." The technology has the ability to convert 2D channels into life-like 3D quality, negating the need for multiple devices.


Bollywood Actress Priyanka Chopra at the DDB technology launch

The new technology features a dual core processor – 450MHz, 14bit video processor, Motion Enhancement and Motion Correction (MEMC), which interpolates and constructs the "in between" frames to eliminate issues related to both motion judder and motion blur. It also supports 3D technology; Faroudja Video and Audio Optimized that eliminates any distortion caused by noise signal and gives you a vivid and clear image; Strata Certified Audio and 10-band Graphic Equalizer and HDMI – CEC. The technology is pioneered by STMicroelectronics, Irdeto, Nivio, Faroudja, Strata, Videocon d2h and Phillips.

During a launch event here in Mumbai, the DDB Foundation spokesperson said many renowned brands are already showing keen interest in launching DDB technology run products. "We expect that by 2015, around 50 per cent of televisions would be running on DDB technology."

The Indian market is expected to see DDB-enabled LED TVs launching in next few months. "First generation DDB-enabled TVs will be launched in few months," the spokesperson said. However, the names of TV manufacturing partners were not disclosed, nor the exact date of launch.

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