In the past 2014, the decline in color TV services has become the focus of the industry. According to Ovid Consulting's data, in the first half of 2014, the total domestic color TV market in China was 20.93 million units, a year-on-year decrease of 9%; sales were 69.6 billion yuan, a year-on-year decrease of 15%. The data shows that despite a rebound in sales volume in the second half of the year, the total color TV sales in 2014 will still drop by 6.6% year-on-year to 44.61 million units. In 2014, the company's annual sales amounted to 146.2 billion yuan, a year-on-year decrease of 14.5%.
On the one hand, the decline in overall sales volume, on the other hand, is to stimulate the consumption of color TVs. Various TV manufacturers have consistently launched various types of highly homogenized TV products. Under the current situation where the panel display technology is highly convergent, how to find new growth poles for the television industry from the perspective of function and the mindset of consumers in the Internet age is becoming a problem for practitioners.
Recently, the reporter conducted an exclusive interview with Yang Jun, the person in charge of the Amlogic TV product line, an important chip supplier in the industry chain, based on the current difficulties faced by the color TV industry and the future development of the TV industry. The following are the contents of the interview:
Reporter: Amlogic has been working in the smart TV market for many years. Can you tell us about the overall situation of Amlogic's current TV market?
Yang Jun: Since the launch of the world's first smart TV in 2011, Amlogic TV solutions have been at the forefront of smart TV development. From 2D to 3D, from 1080P to 4K2K, from single-core to dual-core, to quad-core, it can be said that Amlogic has left a deep footprint on every stage of the development of smart TV. In recent years, the smart TV market has grown rapidly. We have also taken advantage of this development opportunity. From the earliest launch of single-core products to the latest high-performance quad-core products, each generation of products has become very popular. In this process, we have established close cooperation with many manufacturers such as Skyworth, TCL, and introduced many models of TV products. The market share has been continuously improved and Amlogic has occupied a place in the smart TV market.
Reporter: After years of development, the entire television industry has already entered a mature and fully-competitive market. The market is flooded with a large number of homogenized TV products every year. In this context, TV manufacturers are thinking about how to introduce innovative products. From the perspective of chip suppliers, how does Amlogic view this issue?
Yang Jun: Just like when we provided a multimedia decoding program, TVs can only watch TV programs and become multimedia TVs that can see pictures, listen to music, and watch videos. Later, we also provided smart TV solutions, and TVs can be downloaded and used. Watching news and playing games on television are all products that today have brought great changes. In fact, these products are not designed, but through in-depth understanding of user needs. Now that mobile phones are being replaced rapidly, faster speeds and better-experienced products are being introduced. Consumers will need to change their cell phones in just one or two years. Does the consumer have any need for TV replacement? In fact, there are some, you look at the TV's chip program from single-core to dual-core, quad-core, less than a year to replace the next generation. How to make the home TV not out of date, we put forward a solution to make the TV motherboard into a mobile phone-sized card, insert it on the TV, change the card does not change the screen, popular what we change for what card. In this way, a user can replace a TV by just a few hundred dollars. This is our concept of split TV.
Reporter: Compared with the traditional integrated design, what are the advantages of split TV design?
Yang Jun: For example, in the past, if the TV was broken, it would take the TV to carry it up. Now I can say: It doesn't need to be that troublesome. You can change your card directly at home. Of course, this is a joke that shows the flexibility of split TV. In fact, the flexibility is more reflected in solving the needs of users. Today, a card with a new function, I can change one. Tomorrow a new experience card, I can change one again, which in the past was to spend money to change the TV to solve. If a friend says to you: "The latest dual-core TV at home has recently downloaded a speeding car and can't move and it's a card." At this time, you can say "Try my latest quad-core card." Insert the card directly. On his television, he promised to run smoothly. Even if the game is updated to the 5th generation, 10th generation, it can support it.
Reporter: Does Amlogic plan to launch a solution for split TV products?
Yang Jun: Split TV solution, we already have a series of T8XX products, from FHD to 4k2k high school low-end products have, low-end support for 1080P solutions, high integration, high cost performance; high-end support 4k2k high-performance solution, quad-core CPU, eight-core GPU, HDMI2.0 interface, these are the highest specifications of similar products. We considered the needs of different product positioning, and also considered the needs of consumers upgrading. When we plan the next generation of products, we will continue to launch corresponding chips to ensure the needs of users to upgrade.
Reporter: Please tell us about the main features of Amlogic split TV product solutions.
Yang Jun: The card we see is also the size of a cell phone, but the integration of the function is very high. Not only includes the functions of traditional TV chips, but also integrates the latest national standard DTMB demodulator, popular H.265 decoder. In order to realize split TV, we have developed a supporting chip to connect the card and the screen as a bridging function, so that the card is a smart TV, and the card can still be used as a TV screen. The signal is transmitted over an HDMI 2.0 interface that supports higher transmission speeds, guaranteeing a perfect support for 4k2k solutions.
Reporter: What are the advantages of Amlogic's split TV product solution compared to similar solutions on the market?
Yang Jun: In the split-TV products, we have already walked in front of each other's counterparts. We are the first to introduce a split-TV solution. The products are mature and stable, and they can be rapidly implemented. In terms of performance also exceeds other programs, when playing large-scale games, we often encounter a card or a card, which is the system's processing speed is not enough. Our chip integrates a quad-core CPU and an 8-core GPU. After using such a product, you will have a better experience.
Reporter: Can you disclose the market application promotion plan of Amlogic split TV solution?
Yang Jun: At CES, we demonstrated split TV. We got special attention from all of us and got a good response. At present, we have cooperated with a number of TV manufacturers, and the market will successively launch a series of split-TV products. On the other hand, telecom operators are also very interested in this. In the past, there was a different specification standard for each province and one place. One place was a type of television, resulting in a wide variety of products. Now, it can be flexibly configured by replacing cards, and it can just meet the needs of multiple regions. demand. This program not only provides consumers with more choices, but also provides many benefits to the product supply chain, convenient production and sales, and convenient after-sales service. This kind of win-win product will definitely become the mainstream trend product.
About Amlogic: Founded in 1995, Amlogic is an industry-leading fabless systems semiconductor company focused on highly integrated multimedia SoC chips for smart home appliances and internet electronics products. Professional, open platform solutions, the current products are mainly used in smart set-top boxes, smart TVs, tablet computers, projectors and smart home and other fields.
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