MUMBAI: NDS has partnered with Changhong, a set-top box (STB) and consumer electronics manufacturer, to develop a range of interactive applications for the Chinese cable market.

NDS will also play a role in marketing the resulting applications to other global geographies as part of a drive to increase export opportunities for Chinese CE and STB manufacturers.
 
Based on its technological and market advantages, Changhong will join the NDS MediaHighway STB software developer community in China to develop applications for the digital-TV market. The two companies will work together to develop two-way services for Next Generation Broadcast (NGB) platforms, focusing on applications that provide public information and enhance the viewing experience while offering new advertising opportunities such as interactive ads.

NGB is changing the way viewers watch TV in China, by offering subscribers a broad selection of content and adding interactive services. It allows subscribers to customise the service and view content on a variety of different devices, including portable mobile devices. NDS MediaHighway supports NGB initiatives by offering advanced services for SD and HD including EPGs, DVR, VOD and interactive applications across broadcast and hybrid platforms.
Sichuan Changhong Network Technologies vice GM Jia Huidong says, “This agreement between NDS and Changhong marks a strategically important partnership between two industry leaders with a reputation for innovation and quality."  
 
NDS Asia Pacific senior VP, GM Sue Taylor says, “NDS supports the government’s initiatives by providing tailor-made solutions for NGB and Three Network Convergence, while forging stronger links with local vendors to jointly develop solutions for the Chinese market. We have increased our team in China by 73 per cent in the last year, and we plan to triple our investment over the next year. NDS’ growing R&D centre in Shenzhen puts us in a strong position to partner with Chinese CE and STB manufacturers and play a key role in helping them to increase export revenues.”