Home-grown EVD standard to compete with DVD technology. China top electronics makers unveiled dozens of video players made with a homegrown DVD format in a campaign to promote a Chinese alternative to foreign technology. The DVD format, known as EVD, is part of state-backed efforts to create standards for mobile phones and other products and reduce dependence on foreign know-how and possibly reap licensing fees if they are adopted abroad.
EVD, or Enhanced Versatile Disc, was first released in China in 2003, but an effort to promote it was dropped in 2004 after the players failed to catch on with consumers and producers squabbled over licensing fees.
Now electronics makers from China have revived the campaign on a massive scale, saying they plan to switch completely to EVD by 2008 and stop producing DVD players. Electronics makers, film studios and retailers are promising to sell EVD discs and players.
The move also adds a new twist to rivalry between the HD DVD and Blu-ray Disc next-generation video standards being promoted by competing groups of U.S., Japanese and European companies.
Promoters of EVD say it provides crisper pictures and sound, bigger recording capacity and better anti-piracy features than standard DVD.
Zhang Baoquan, general secretary of the EVD Industry Alliance, a group promoting the alternative format, expressed confidence that sales in China booming consumer electronics market will be strong enough to support producers after they stop making DVD players.
"By 2008, when EVD replaces DVD, there will be no major impact on the manufacturers from China ," he said at a news conference.
Sales in China of high-definition TV sets next year are expected to grow by 60 percent to 8 million units, driving sales of video players, Zhang said. He said producers plan to start trying to export EVD machines next year.
On Wednesday, 54 video players from 20 Chinese manufacturers were displayed at a Beijing art gallery. They included models from Haier Group, one of the world's top three appliance makers, and TCL Group, which owns French television maker Thomson and the RCA brand.
Companies from China produce 80 percent of the world's DVD players under their own brand names and for foreign electronics companies or retailers. But manufacturers complain that fees paid to foreign owners of technology cut into profits in a highly competitive industry.
At Wednesday's exhibition, film distributors displayed dozens of movies from China and a handful of foreign titles including the Hollywood thriller "Cellular" in EVD format.
The industry group says EVD players will retail for about 700 yuan ($87), about the same as a DVD player.
The 20 manufacturers in the EVD alliance account for 90 percent of DVD sales in China , according to Zhang.
Authorities from China have had only mixed success with earlier efforts to promote homegrown standards for the fast-growing fields of mobile phones and wireless encryption.
Last year, Beijing dropped an effort to make its encryption standard mandatory for computers and other goods sold in China after the United States and other governments complained it would hamper market access for foreign companies. In March, the global industrial standards body rejected the China system for worldwide use.
Beijing has postponed announcing a next-generation mobile phone standard as its researchers try to develop their own system. The delay has prompted complaints by mobile phone carriers and handset manufacturers.
State media say the China system has performed poorly in tests.
This article was researched and produced by Posicionarte for China Trading Company , 2007 Author Bio:
Eric Castro Mattas, is chief editor of Posicionarte researching and producing articles for China Trading Company. If you need products from China please visit www.chinatrading-company.com
