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August 8, 2010

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Digital TV center opens in Pudong

THE country's only national digital television research center opened in the Pudong New Area yesterday, representing Shanghai's leading position in the future of TV technology developments in China.

The National Engineering Research Center of Digital Television was founded by government bureaus, research organizations, media groups and TV manufacturers.

Companies and organizations, including Shanghai High Definition Digital Technology Industrial Co, Shanghai Jiao Tong University, the Shanghai Media Group, the Ministry of Industry and Information Technology, as well as electronic giants Haier, TCL, and Changhong, have jointly invested in the center.

The center will draft industry standards and regulate intellectual property rights for digital television.

It will also work with telecommunications firms like China Mobile, China Telecom and China Unicom, said Zhang Wenjun, the center's chief scientist.

"The center will draft industry standards and work on the latest technologies, such as high-definition and interactive TV," Zhang said.

HDTV provides an image quality four times better than standard DVD while Internet Protocol TV provides interactive services such as video on demand, Zhang added.

The central government chose to base the center in Shanghai because the city has strong research capabilities in chip design and media content management, said Ji Chenyuan, a senior official at the National Development and Reform Commission.

Last month the central government announced a pilot plan to integrate TV, mobile phone and Internet networks in Shanghai and 11 other chosen cities and regions.

The convergence will permit telecoms and broadcasting industries to enter each other's areas, creating more cross-platform services such as IPTV and mobile TV.

The center will be involved in the design of devices to receive and play such media, Zhang said.

Shanghai had more than 1 million IPTV users last year, the most in China.


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