Mitsubishi Digital Electronics America Inc. Announces Its Integrated High Definition Television and Networking Strategy

16-Mar-01

Mitsubishi Digital Electronics America Inc. (MDEA) announced its strategy for the 2001 introduction of integrated high definition televisions (featuring built-in digital receivers) with networking capability. The company specifically announced the fall introduction of several HDTVs with integrated digital receivers, IEEE 1394 high speed serial bus circuitry with 5C copy protection, and HAVi (Home Audio Video interoperability) control software. Specific rollout dates, screen sizes and pricing will be announced at MDEA's National Dealer Line Show in early May in Long Beach, California. IEEE 1394 high speed serial bus, better known as FireWire, is quickly becoming the de facto standard in the interconnection of digital devices. As the FCC designated connection method between digital television devices and digital cable set-top boxes, FireWire supports both high performance digital audio/video products and computer devices as the United States migrates to DTV. While conventional LAN networks operate at speeds of 10 or 100Mbps, they cannot easily support streaming audio and video at HD resolution. IEEE 1394 networks easily support the TCP/IP packet requirements of computers, operate at 400Mbps or more, and handle multiple streams of HD audio/video. In order to support the control needs of home theatre products and other non-traditional networked devices such as security, HVAC systems, and other devices, MDEA adopted the HAVi software system. HAVi seamlessly allows for easy, intelligent control of conforming connected devices. 5C, which Mitsubishi Electric previously announced as its copy protection technology, is fully incorporated into the IEEE 1394 networking system to provide unsurpassed copy protection to sensitive content, while maintaining the consumer's ""fair use"" rights to make copies of certain materials. ""As the undisputed leader in digital television, we wanted to announce these products in advance of the National Dealer Line Show to ease concerns in the market, and in government, that consumer electronics companies are moving aggressively to integrated, full-featured HDTVs,"" said Max Wasinger, MDEA's Vice President of Sales and Marketing.  ""The addition of integrated HDTVs to our product line allows consumers to choose from the full spectrum of big-screen televisions: integrated HD, HD-upgradeable and analog, depending on their specific needs and lifestyle."" MDEA also noted that DVI (Digital Video Interface) input is not part of its long-term product strategy because it is not networkable, controllable or recordable. Devices that support the DVI interface are really encouraging the demise of ""fair use"" home recording rights, because the DVI signal is not recordable. ""It is our strategy to ensure that our products fully support networking technologies and home recording rights as we migrate to a fully digital home theatre and control environment,"" said Robert A. Perry, Director of Marketing.  ""Technologies such as IEEE 1394 and HAVi allow consumers to interconnect home theatre devices, allowing for seamless transfer of content, including HD, as well as integrated control. IEEE 1394 devices can be simply controlled by each other, eliminating the coffee table clutter of multiple remote controls, or the confusion of multi-layer remotes. ""Mitsubishi Electric believes that many consumers want the benefit of simple control of their high performance, home theatre products, as well as other home devices. Our strategy is to deliver high performance products coupled with easy on-screen control of connected devices.  ""As consumers purchase more digital products, they want to be comfortable that their products can connect and communicate. The IEEE 1394 interface, coupled with Audio Video Control (AVC) and HAVi software, delivers that comfort. We specifically rejected the DVI interface, because it is effectively a ëmonitorí connection that cannot be networked or recorded.  ""Consumers should not lose their right to record as we transition to digital,"" Perry added. Separately, MDEA also confirmed that it is in discussions with a number of consumer electronics companies to allow them to license its ""Promise Module"" technology, which the company uses to ensure that all of its HD-upgradeable televisions can be upgraded to an integrated HDTV receiver-decoder, IEEE 1394 networking, 5C copy protection and HAVi software.

For additional information about Mitsubishi Digital Electronics America, visit www.mitsubishi-tv.com.

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