Beijing – NDS, provider of technology solutions for digital pay-TV, announced a partnership with Changhong, a leading set-top box (STB) and (Consumer Electronics) CE manufacturer, to develop a range of interactive applications for the Chinese cable market. NDS will also play a key role in marketing the resulting applications to other global geographies as part of a drive to increase export opportunities for Chinese CE and STB manufacturers. Based on its comprehensive technological and market advantages, Changhong will join the NDS MediaHighway STB software developer community in China to develop applications for the digital-TV market. The two companies will work together to develop two-way services for Next Generation Broadcast (NGB) platforms, focusing on applications that provide public information and enhance the viewing experience while offering new advertising opportunities such as interactive ads. NGB is changing the way viewers watch TV in China, by offering subscribers a broad selection of content and adding interactive services. It allows subscribers to customise the service and view content on a variety of different devices, including portable mobile devices. NDS MediaHighway supports NGB initiatives by offering advanced services for SD and HD including EPGs, DVR, VOD and interactive applications across broadcast and hybrid platforms.