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NDS, the leading provider of technology solutions for digital pay-TV has outlined its plans to augment its investment in the China market. The Company is tripling its investments in local people and infrastructure in 2010 in order to yield increased development of solutions, partnerships and services for customers in China and the rest of the world.

The Company had increased the headcount at its China division by 73% in 12 months with set up of a R&D centre in the region a year ago in order meet the strong demand for its products and services locally. Following the move, NDS would now further increase the staff number in 2010 which would include local hires as well as relocation of a percentage of existing NDS R&D resource from India and Israel.

In a press statement NDS says that it has identified a key growth opportunity through partnerships with Chinese companies in the consumer electronics space, semiconductors, systems integration, and digital-TV applications markets. Working upon this strategy NDS has already tied up with local partners such as Changhong, a leading set-top box (STB) and CE manufacturer. NDS is also partnering with leading value-added TV service provider DOXTV, to bring DVR and push VOD functionality in China.

According to Media Partners Asia, China is the largest market worldwide with over 66 million digital pay-TV subscribers. By 2014 this is predicted to reach 198 million subscribers. In parallel, cable TV revenues will increase from $9 billion in 2009 to $17 billion in 2014.

“We believe that Chinese digital-TV technology will have a major impact on the global pay-TV market, as other countries start to seek out Chinese knowledge, experience and products. We already have significant resources in China, and accelerating our investment now and in the future allows us to rapidly increase our support for the dynamic and growing Chinese digital-TV market,” said Sue Taylor, Chairman, NDS China, Senior Vice President and General Manager Asia Pacific.

“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,” continued Taylor.

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