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Siano Mobile Silicon today announced 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 to 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 to 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.


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