Digital Media Processor and Complete Camera Reference Design Bring High-Speed Digital Burst Capture Mode and HD Video Capability to Low-Cost Market.

HOUSTON (March 8, 2007) - Furthering its investment and leadership in the digital still camera market (DSC), Texas Instruments Incorporated (TI) (NYSE:TXN) has leveraged its DSC silicon and expertise to offer a production-ready software reference design, based on DaVinci™ technology. Manufacturers can use the reference design to bring the type of burst capture performance found today only in digital single-lens reflex (D-SLR) cameras to low-cost, point-and-shoot digital cameras. In addition, by enabling high-definition (HD) video on digital cameras priced as low as $99, TI is setting a new bar for DSC performance at competitive retail prices. For more information, see http://www.ti.com/dscinfo.


DaVinci Technology Provides Exceptional Performance
TI's DSC solution includes a highly flexible processor, software with enhanced post-processing algorithms and development framework. The new reference design includes production-ready software for a completely functional digital camera, complete with scene modes, color settings and various advanced features. It also includes a suite of development tools, software and technical support.

In collaboration with Micron Technology, Inc., TI offers a version of the reference design that utilizes Micron's 8-megapixel (MP) complementary metal oxide semiconductor (CMOS) image sensor to achieve full 8-megapixel resolution frame rates in excess of 5 fps. Using the Micron CMOS imager and TI's powerful processor based on DaVinci technology, burst capture modes are at least 2X the performance found in the fastest CCD-based, point-and-shoot cameras today. In addition, Micron's sensor combined with TI's reference platform delivers a low-power design with 720p (progressive) 30 fps HD video capability. TI is working to bring these new experiences to point-and-shoot digital cameras, creating life-like visualization for consumers to enjoy for years to come.

"We are pleased to work with TI, providing a platform for camera manufacturers to design high-definition and high-resolution systems with D-SLR and HD camcorder capabilities for low-cost, point-and-shoot cameras," said Suresh Venkatraman, director of marketing for Micron's digital camera and camcorder segment.

Exceptional Performance Drives Advanced Features
Leveraging TI's new DSC reference design, original design manufacturers (ODMs) now have the ability to bring advanced features to the low-cost digital still camera market. Consumers will benefit from real-time video stabilization, face tracking at 30 fps and rapid red-eye removal in less than one-half second. The platform includes features that will simplify consumer usage, allowing them to always take great pictures and video. A high-performance noise filter that processes greater than 10 MP in one second, allows consumers to capture better pictures at high ISO-10000, in low light environments. Faster power up time, shot-to-shot and instantaneous preview and playback are just a few more features that place cameras utilizing the new DaVinci technology reference design in a class of their own.

"It is very exciting to see the class of products that our customers are introducing starting today using our DSC solution based on DaVinci technology," said Marcelo Vieira, general manager, Digital Imaging group, TI. "TI's extensive experience in the DSC market allows us to deliver an unmatched level of performance in the point-and-shoot category, without compromising quality."

DaVinci Performance Beyond Digital Still Cameras
The new reference design features a digital media processor based on DaVinci technology is optimized for the digital camera market and may be beneficial for other digital imaging consumer electronics such as camcorders, digital photo frames, solid state digital video recorders, photo printers, video surveillance systems and many more.

The portfolio of products based on DaVinci technology includes processors, software, tools and support, addressing digital video requirements across a range of applications. For more information on TI's DaVinci technology, please see http://www.thedavincieffect.com.

About Texas Instruments
Texas Instruments Incorporated provides innovative DSP and analog technologies to meet our customers' real world signal processing requirements. In addition to Semiconductor, the company includes the Education Technology business. TI is headquartered in Dallas, Texas, and has manufacturing, design or sales operations in more than 25 countries.

Texas Instruments is traded on the New York Stock Exchange under the symbol TXN. More information is located on the World Wide Web at http://www.ti.com

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