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TI Executive Outlines Mobile TV Opportunities for Broadcasting Industry

23 October 2005

Advances in mobile digital TV technology and the impact this growing industry will have on broadcasters, content providers and consumers were key topics presented by Doug Rasor, vice
president and manager of Worldwide Strategic Marketing for Texas Instruments
Incorporated at the closing keynote during the Society of Broadcast Engineers' annual conference held yesterday evening."Mobile TV combines the two most popular consumer products of our time, the mobile phone and television, providing broadcasters, networks and content providers access to an untapped market of 1.6 billion cell phone subscribers
for their programming," Rasor said.
However, he noted that to make the mobile TV industry a realistically affordable service for consumers, an ecosystem based on open standards is key. "Open standards such as DVB-H enable all players of the mobile TV market to address the market on a more even playing field, from handset manufacturers to broadcasters to service providers. This fosters stronger competition, lowers consumer prices and enables faster service deployment of compelling content and services to consumers."
In preparation for service rollouts that are expected to begin in 2006, the DVB-H ecosystem is actively participating in consumer trials worldwide that are proving out business models, consumer preferences and opportunities for additional revenues. The trials have shown strong consumer interest and willingness to pay between $10 and $15 monthly for services. "With mobile TV services, consumers will be able watch live TV programming on their cell phone
to 'snack' on 10-15 minutes of news, sporting events, weather and other content throughout the day which promises to create a new revenue stream for broadcasters and advertisers," Rasor said.
Closing his remarks, Rasor reminded the audience that in order to make the mobile TV market successful, content is also a key consideration. "Just like TV programming, consumers want interesting and compelling content to watch. If the right mix of entertainment, news, sports and pop-culture programming isn't available for cell phones, mobile TV will not meet its full potential to reach billions of cell phone users worldwide over the next five to ten years."
Rasor's presentation can be viewed at http://www.ti.com/rasor_sbe .

About TI's Mobile TV Efforts
Texas Instruments introduced the industry's first single-chip for mobile broadcast digital TV, family product code named "Hollywood," in October 2004. "Hollywood" products will offer a complete single-chip solution for handsets that support DVB-H for mobile TV in the U.S. and Europe as well as the Japanese standard, ISDB-T (integrated services digital broadcast --
terrestrial). A "Hollywood" single chip combined with one of TI's OMAP(TM) applications processors provides a complete high-performance mobile TV solution to deliver high-quality entertainment experience from the living room to handset.(See:http://www.ti.com/hollywoodpr .)

About Rasor
With more than 20 years4 experience in the semiconductor business, Doug Rasor is currently a TI vice president and manager of Worldwide Strategic Marketing. As part of this role, Rasor scouts, pioneers and incubates TI4s entrance into new high-growth markets that leverage TI4s real-time signal processing core competency. Examples of successful businesses that have been bootstrapped through Rasor4s strategic marketing organization are TI4s chipset businesses for MP3 players, digital still cameras, digital audio, wirelesssmartphones/PDAs, DSL modems, and more.

Texas Instruments -- Making Wireless
TI is the leading manufacturer of wireless semiconductors, delivering the heart of today's wireless technology and building solutions for tomorrow. TI provides a breadth of silicon and software and 15 years of wireless systems expertise that spans handsets and base stations for all communications standards, wireless LAN, Bluetooth and Ultra Wideband. TI offers custom to turn-key solutions, including complete chipsets and reference designs,
OMAP(TM) application processors, as well as core digital signal processor and analog technologies built on advanced semiconductor processes. Please visit http://www.ti.com/wirelesspressroom for additional information.

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's businesses include Sensors & Controls, and Educational & Productivity Solutions. 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

Trademarks
DRP and OMAP are trademarks of Texas Instruments. All other trademarks and registered trademarks are property of their respective owners.

Safe Harbor Statement
Statements contained in this press release regarding development in the wireless industry and other statements of management's beliefs, goals and expectations may be considered "forward-looking statements" as that term is defined in the Private Securities Litigation Reform Act of 1995, and are subject to risks and uncertainties that could cause actual results to differ materially from those expressed or implied by these statements. The following
factors and the factors discussed in TI's most recent Form 10-K could cause actual results to differ materially from the statements contained in this press release: development of alternative solutions and competing wireless standards and actual market demand for TI products. We disclaim any intention or obligation to update any forward-looking statements as a result of developments occurring after the date of this press release.