At present, the global demand for multimedia chips exceeds RMB 1 trillion, and the domestic market exceeds RMB 150 billion. As the world's leading integrated chip supplier, ZTE Microelectronics entered this field in 2014. It seized the opportunity of SDTV, HD to 4K, and intelligent conversion of set-top boxes, deployed in major domestic operators' markets, and passed the parent company's The close linkage of ZTE Corporation provides converged solutions for the broadcast and TV market. Zeng Bing, deputy general manager of ZTE Microelectronics, believes that the broadcasting and TV market has its own special market operation model. This is an opportunity brought about by a technological change and is also a good opportunity for ZTE Microelectronics to enter. Linking multimedia chips with parent companies into the broadcasting and TV industry In 2016, ZTE Microelectronics reached a sales scale of RMB 5.6 billion and successfully entered the top three of domestic IC design companies. More than 100 self-developed chips have been successfully commercialized, covering the entire field of “cloud management†such as communication networks, personal applications, smart homes and industrial applications, and are at the forefront of the industry in China. The main products cover wired transmission chips, wired packet chips, broadband access chips, wireless system chips, mobile terminal chips, and multimedia chips. On this basis, in 2016, ZTE Microelectronics entered the broadcasting and TV market. “ZTE Microelectronics has deployed two types of products in the broadcasting and TV market, one is optical access chip products, and it has been widely promoted in the broadcasting and TV market; the other product is a multimedia chip used in DVB set-top box products, which are currently being marketed. These two types of chips are the focus of our follow-up development, and will in particular increase investment in multimedia chips," Zeng deputy general manager of ZTE has introduced on behalf of soldiers. It is understood that many domestic chip manufacturers have broken into the field of multimedia chips. However, in terms of multimedia decoding processing technology, the current requirements of operators have shifted from the previous low prices to the improvement of experience, requiring higher quality pictures, and more comfortable. Visual experience and truer visual reduction effects. "There is a big difference between good and bad," Zeng Bing points out. "On these technologies, ZTE Microelectronics has invested a lot of energy and has done a very wide accumulation, so the performance in video quality has been excellent. Many domestic competitors." He pointed out that a single multimedia manufacturer has certain advantages, but from the perspective of the entire chip, the competition of integrated chip manufacturers will be more vital. "Why would we have more advantages? For example, we can't go to buy a host, go to another home to buy a screen, and then go to another home to buy a keyboard. If there are manufacturers that provide these products at the same time, everyone will choose to buy it together." At the same time, ZTE Microelectronics has a more secure supply chain structure. As a subsidiary of ZTE, ZTE can fully share its foundation and accumulation in the ecological chain. It is reported that ZTE Microelectronics has independently developed core communication chips, and has accumulated R&D and successfully produced more than 100 types of various types of chips. It covers the cloud-based architecture of communication networks and is one of the most comprehensive manufacturers of Chinese products. "ZTE Microelectronics will maintain close links with its parent company, ZTE, and increase investment in the multimedia chip market, and actively expand external customers," Zeng Bing said. Targeting hundreds of billions of market returns to layout "big video" At present, with the development of the "Broadband China" strategy and the integration of the three networks, the domestic video business has developed rapidly and has become an important business for stimulating the development of broadband networks, 4G networks, and improving operator revenues. ZTE Corporation identified “big video†as one of its strategies in the 2016 M-ICT 2.0 strategy. Huang Zhi, general manager of ZTE’s multimedia products, stated that according to statistics, under 5G bandwidth, video services may occupy 70% to 80% of the network's capacity, which means that the entire 5G bandwidth is about 70% to 80%. From the pull of the video. Therefore, in the field of video, the layout of ZTE Microelectronics from set-top boxes, SD to high-definition, to 1080P, to the current mainstream 4K30, this year's key development to 4K60. "It is expected that full 4K, HDR, and surround sound from 2018 to 2019 will have a significant development. Follow-up will be mainly on larger screens, higher frame rates, and better experience." "Currently, 8K TV demo, VR also put forward 4KP120 requirements, we can analyze 4KP120 in the next 2-3 years, 4KP240, as well as some chips of 8K appear, this is a development of the whole technology trend, ZTE Microelectronics will follow this development to carry on the layout on the chip product, "Huang pointed out. On the other hand, the growth of video users has also effectively boosted network upgrades. By the end of 2016, domestic IPTV business, the penetration rate of optical broadband exceeded 50%, and the user activity exceeded 70%, which became an important application for pulling broadband networks. When talking about IPTV, Zeng Duan, deputy general manager of ZTE Microelectronics, stated that, unlike a nationwide network of traditional telecom operators, radio and television are developed independently by provinces, and each province has established its own unused technical standards and ecological content. According to Huang Zhi, general manager of ZTE’s multimedia products, as the fourth largest operator of radio and television, there are hundreds of billions of investment plans in recent years. Driven by various aspects of funds, the market will have a thriving opportunity. It will also generate returns of hundreds of millions of markets. Accelerating 4K Landing Scale Launching Two 4K Chips In the past, due to the scarcity of content resources, content became the biggest "bottleneck" encountered by telecom operators in developing video services. However, since the beginning of 2016, the user experience has become more and more important and the requirements for the pipeline have become higher and higher. The three major telecom operators in China have started to deploy 4K industries. Although broadcasting and TV operators are deploying later in the full 4K telecom operator, with the maturity of H.265 coding technology, the requirements for network bandwidth have also been reduced accordingly, and some provinces have begun 4K trials. Currently in Henan, Sichuan and other provinces, Radio and TV has already begun to promote the operating system TVOS, as well as some 4K attempts. According to Huang Zhi introduced, ZTE Microelectronics has launched two 4K chips, 6716 and 6719, in the 4K field, and has in-depth cooperation with domestic well-known audio processing, video processing and voice recognition manufacturers. Prior to this, ZTE Microelectronics has been focusing on cooperation with telecom operators. However, it is precisely the fact that China Radio and Television Corporation has the most extensive television network and content resources in China. In 2016, Broadcasting and TV set up a 4K set-top box to follow suit. However, during the 4K transition period, whether it is possible to directly enter 4KP60 across 4KP30 is a problem worthy of discussion of broadcasting and television. If you enter the 4KP60 directly, you will undoubtedly narrow down the gap between the three major operators in this corner. 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