"Every handheld device with a screen will have digital TV in a couple of years, " says Ironi.

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Siano's chips can receive both satellite and terrestrial signals--an unusual combination that will eventually make the network more affordable, Ironi predicts.

FORBES: Tuning In Mobile TV--Chinese Style

Alon Ironi runs Siano Mobile Silicon, an Israeli firm that makes the specialty TV receiver chips that receive signals encoded using the unique Chinese standards.

FORBES: Tuning In Mobile TV--Chinese Style

Siano's Ironi predicts the technology will be as popular in China as it is in Japan, where 10% of the population, or 12 million people, regularly watch mobile TV.

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