Siano Launches Advanced Receiver Chip for USA Mobile Digital TV

Siano Launches Advanced Receiver Chip for USA Mobile Digital TV

Global Leader of Mobile TV Receiver Chips Makes Debut in North America; ATSC Mobile DTV Chip Developed with LG Electronics

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

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

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