AVS Standard Accumulated Pronunciation Video China Chip Opportunity Is Coming
For a long time, although China's digital audio and video industry has always occupied the advantage of "Made in China" in the global market, it has also been shrouded in the shadow of "lack of core technology of independent intellectual property rights", and has repeatedly encountered foreign digital audio and video. The suppression of video technology patents and standards makes it difficult to achieve a large-scale strategic transformation from "Made in China" to "Created in China".
AVS standard thick and thin hair
AVS is the English abbreviation of "China's Independent Intellectual Property Audio and Video Codec Standard". The main industrial fields of AVS standard application are: digital TV (cable, terrestrial wireless, satellite, mobile phone), IPTV / triple play, optical disc, network video, surveillance / video conference, content production / storage, etc.
It has been more than 10 years since the AVS Standards Working Group was formally established in June 2002, and more than 6 years have passed since the standard was officially promulgated in March 2006 and industrialization exploration has followed. Can be described as thick and thin.
This is because the AVS standard is in a completely competitive relationship with the international standards MPEG-2 and H.264. The advantages of the AVS standard are mainly concentrated in the field of terrestrial digital TV, which is embodied in high compression efficiency and saving channel resources. For example, the compression ratio of the AVS standard is twice that of MPEG-2; although the compression ratio of H.264 is comparable to AVS, the implementation complexity is 30% to 70% higher than that of AVS.
In addition, the core advantage of the AVS standard is independent intellectual property rights. Patent fees are open and transparent, and only RMB 1 is charged for the terminal. The average fee for the H.264 standard at the same level is about $ 4. The MPEG-2 standard also It ’s $ 2.50.
What is more exciting is that Shanghai Guomao Digital Technology Co., Ltd. (hereinafter referred to as “Shanghai Guomaoâ€), which was the core enterprise involved in the development of AVS standards at the time and is now the leader in the exploration of AVS standard industrialization, has been A series of striking achievements have been made: the first domestic and global AVS SD codec transcoder, the first AVS HD codec transcoder, the first AVS standard definition terrestrial digital TV integrated machine, the first AVS Standard definition DSP digital TV receiver, first AVS standard definition ASIC digital TV receiver; domestic / global first AVS high-definition transcoder exported to Japan; domestic / global first AVS transcoder exported to Laos; domestic / global The first batch of AVS codec realized large-scale commercial use; the first domestic company to realize batch commercial sale of AVS terrestrial digital TV receivers.
Along with the accumulation of the AVS standard and going abroad, the AVS standard has won a series of awards and honors such as the Shanghai Science and Technology Progress Second Prize, the Information Industry Major Invention Award of the Ministry of Information Industry, and the China International Industry Fair Innovation Award.
The prospects for industrialization are clear
On June 16, 2011, the General Administration of Quality Supervision, Inspection and Quarantine and the National Standardization Management Committee officially promulgated the "General Specifications for Terrestrial Digital TV Receivers", "Measurement Methods for Terrestrial Digital TV Receivers", and "General Specifications for Terrestrial Digital TV Receivers." , "Terrestrial Digital TV Receiver Measurement" four national standards, and stipulates: These four standards will be officially implemented from November 1, 2011, and from November 1, 2012, AVS is a mandatory standard, that is, from From November 1, 2012, all digital TV receivers (set-top boxes, digital TV integrated machines) that are listed and sold in China must have built-in AVS decoding functions.
The formal promulgation of the terrestrial digital TV receiver standard can be said to be a milestone event in the development of China's electronic information industry, which means that China's independent intellectual property rights AVS standard is at the policy level of large-scale industrial application in China It has been fully opened and is about to usher in a golden period of comprehensive development.
This is because, as the largest independent industry in China's electronic information industry, the industrial scale of the digital audio and video industry has reached more than 2 trillion yuan, and the industry scale related to the AVS standard will also reach 1 trillion yuan. the above.
After more than six years of industrialization exploration, the AVS standard has not only received explicit support from government industry authorities and industry chain enterprises, especially with the "Shanghai Guomao" has successfully achieved the "product export" The strategic leap from "standard export" has made the prospect of industrial application of the AVS standard clear.
How to seize the opportunity?
Although the opportunity is already in sight, if it is slack, the opportunity will be fleeting. For example, more than 10 years ago, when an EVD player with independent intellectual property rights was introduced, its market prospects were once unanimously optimistic in the industry, but due to the subsequent delay in the relevant support policies, there was no substantial "landing", resulting in industrialization of the material The process was too slow and eventually missed a good development opportunity.
In the industry, there is a well-established principle that "first-class companies make standards, second-class companies make technology, and third-class companies make products." "Shanghai International Trade" has verified this principle through its unremitting efforts, and has made important contributions to the industrialization of AVS standards. How to transform the lone army of "Shanghai International Trade" into a group of industry chain enterprises as soon as possible will be the key to achieving a large-scale strategic transformation from "Made in China" to "Created in China".
Facing the clear prospects for industrial application and the clear opportunities for policy-level support, first of all, the most urgent task that needs to be resolved is how to clearly implement the substantive "landing" problem of related support policies, and only to implement it in a practical way. The problem of "landing" can only form a solid foundation for the industry group's "group attack" situation.
Secondly, for leading companies in the process of AVS standard industrialization, it is recommended that relevant departments should give relevant preferential and encouraging policies in taxation, space leasing, talent introduction, etc. to support leading companies that have occupied the "commanding heights" to continue to seize new "The commanding height".
In addition, as related companies in the AVS standard industry chain, in the process of promoting the AVS standard industrialization, they should all be united and consider the overall situation, and avoid "fighting each other". Only unity can be more solid and comprehensive. Promote the industrialization process of the AVS standard.
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