The Digital Multimedia Technology Lab was built by Hisense Group Co., Ltd, and it is the first group of national key labs approved by the Ministry of Science and Technology. It focuses on studies of multimedia computing; multimedia digital video technology and chip designing; network and high-definition multimedia display terminal technology and other functionalities.

According to “open, mobile, association, competition” principle, the lab’s applies itself to establishing a forward-looking, common and key R& D technology platform in the field of digital multimedia. Its special focus is placed on the industry forefront in R&D and the continuous pursuit of depth in R&D; as well as developing and accumulating our own intellectual property rights in the field of digital multimedia technology. In addition, we strive to build an R&D team that provides technical and personnel support for China’s development of the digital multimedia industry. What’s more important is to establish China’s own multimedia technology standards to break the monopoly of international technology and standards. We strive to consummate the production-study-research system, making contribution to national innovative system. The laboratory is set to study the following major directions concerning key technologies of digital multimedia:

Through the research of a new multimedia audio-video standard, we committed to various new solutions for the optimization algorithm to enhance CODEC software operating efficiency, so as to eventually accelerate the CODEC.

To achieve a cross-platform software algorithm transplant and support the relevant multimedia chip designs. Cultivating and implementing the audio-video technical standards of independent intellectual property rights, to strengthen the independent innovation of the national electronic information industry.

2. Digital Video Technology and Multimedia Chip Design

 Utilize digital images and video processing technology as the breakthrough point, to form effective accumulation of independent intellectual property rights, to build a technological competitive advantage.

To apply SOC technology to enhance chip functions such as integration, expansion capabilities, so as to achieve the integrated use of advantageous industrial chain resources and improve products competitiveness .

Based upon demands of key technology and the development of key devices, we aim to research and develop the digital video chip with independent intellectual property rights and strengthen our “China chip”.

Through research of broadband and home internet’s key technology, we are to structure a family internal multimedia network topology and a total family network interaction system.

To offer website increment and expansion functions of family internal 3C terminal equipments, and provide the user-based Intelligent Community System and Digital Home System Solutions.

We are committed to the research of multimedia network technology standards, and making contribution to China’s independent intellectual property rights, together with IGRS standard internationalization, and pushing it to come true.

 4. High-definition Multimedia Display Terminal Technology

Research on a new type of display technology and device. Based on research on Multimedia terminals of audio chips and website technology, we are committed to solve the common and key technological problems from multimedia display technology to terminal solutions, contributing technology to China’s digital multimedia display terminal industry’s healthy development.