With a population of more than 1.3 billion people, it was only a matter of time before the Blu-ray Disc Association set its sights
on the Chinese market. According to ContentAgenda.com, the group recently announced that they are evaluating the AVS (Advanced Video System) and DRA
(Digital Rise Audio) codecs for use in Blu-ray players made and sold in China.
After initially turning a cold shoulder to
China, the Blu-ray Disc Assn. is warming up to Chinese OEMs and consumers, BDA spokesman and Pioneer Electronics senior VP Andy Parsons
tells Content Agenda.
The BDA has begun formal evaluation of AVS (Advanced Video System), a Chinese-developed video codec, and
DRA (Digital Rise Audio), a Chinese audio format, for possible inclusion in Blu-ray players made and sold in China.
The decision
to evaluate the codecs was announced at a press conference held in Beijing on Sept. 28.
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