Japan's SD-Enabled Phones Deliver Recordable Broadcast Mobile TV to Millions



    SDHC Memory Cards Record Television Programming for Mobile TV Viewers

    ORLANDO, FLA., March 27 /CNW/ - The SD Card Association announced today
at CTIA 2007 that the 5 million Japanese consumers who watch mobile TV
programming on their phones -- and can record the programming with SD
High-Capacity (SDHC) and SD memory cards -- will more than double in 2007 to
12 million mobile TV viewers. Thirteen handset models feature SD recording
technologies today and three-quarters of all mobile phones in Japan are
equipped with SD slots.

    "The remarkable regional success of mobile TV in Japan provides a glimpse
into the global market opportunity for video content," said Paul Reinhardt,
executive director of the SD Card Association. "SDHC memory cards provide the
recording technologies and digital rights management protection to support
worldwide mobile TV success."

    Both SDHC and SD memory cards enable consumers to securely store and
watch video when they want. SDHC and SD cards have built-in specifications for
copy protection rights management (CPRM) and SD-Binding specifications tie
stored content to authorized devices from carriers.

    The SDA is working with the leading mobile TV technologies, including
MediaFLO, DVB-H and DMB, to increase the portability and interoperability of
content in and between devices such as mobile phones, car navigation systems
and portable DVD players.

    "The SDHC standard helps to promote broad adoption of mobile TV by
enabling technologies that satisfy consumer demand while protecting content
providers and carriers," said Joseph Unsworth, Principal Analyst at Gartner.
"And by working to provide SD standard specifications to support all leading
mobile TV technology standards, which tend to be adopted by region, the SD
memory card format will continue to position itself as the most widely adopted
standard."

    In Japan, One Segment spectrum broadcast, commonly referred to as
"One-Seg," delivers mobile TV via a digital terrestrial broadcast. The
handsets are equipped with mobile TV tuners to receive the signal and SD
specifications to record the programming. Terrestrial broadcasts provide a
viewing experience comparable to traditional television viewing.

    About the SDA

    The SD Card Association is an open industry standards organization
established in January 2000 by Matsushita Electric (Panasonic), SanDisk and
Toshiba, and is supported by a consortium of over 900 companies. The SDA's
mission is to set industry standards and promote SD Memory Card acceptance in
a variety of applications. SD Memory Card standards are currently being built
into a wide range of digital products such as cellular phones, audio players,
automotive multimedia systems, handheld PCs and digital video and still
cameras. For more information about SDA, please visit the association's web
site, www.sdcard.org. Parties interested in joining SDA are encouraged to
visit the web site or contact helpdesk@sdcard.org. Another SDA web site,
www.sdcard.com, showcases available SD products worldwide and SD
interoperability between devices.




For further information:

For further information: Global Inventures Alisa Hicks, 775-720-5071
ahicks@inventures.com

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SD CARD ASSOCIATION

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