STOCKHOLM, SWEDEN — (Marketwired) — 07/22/13 —

* First APAC customer to deploy AVP 4000-based platform, powered by
Ericsson-s
first in-house professional video chip

* Prime to deploy the AVP4000 in both MPEG-4 AVC contribution
applications and
MPEG-2 for DVB-T broadcast

* Deal enables Prime to provide an enhanced user experience which
delivers
exceptional quality, improved efficiency and meets consumer demand

Consumer demand for high quality, personalized video services is ever
increasing, which is placing greater pressures on operators to provide
exceptional quality across multiple applications. Today-s consumers want
the
highest possible quality in their user experience. In recognition of this
developing trend, and as part of its ongoing focus to deliver expanded TV
services to Australian viewers, Prime has selected Ericsson-s (NASDAQ: ERIC)
latest video processing platform to deliver new channels and improved
efficiency.

Prime is the first publicly announced customer in the Asia Pacific region
to
deploy Ericsson-s AVP 4000 compression platform, which is powered by the
company-s first in-house programmable video processing chip. The
announcement
builds upon Ericsson-s presence as the leader in video compression
technologies
in Australia, where it provides systems for 4 out of 5 national TV networks
plus
other noteworthy regional networks in addition to Prime.

Prime will deploy the AVP 4000 in both MPEG-4 AVC contribution applications
as
well as MPEG-2 for digital video broadcasting. The AVP 4000-s first-class
encoding capabilities enable Prime to optimize its workflow and minimize
operational costs while delivering a high level of resilience.

Ericsson-s AVP 4000 high-performance compression platform eases
integration,
expansion, re-purposing, training, repair and upgrades, considerably
lowering
the overall cost of ownership by addressing all applications, codecs,
resolutions and profiles. It offers the highest performance and broadest
capability in the industry on a single platform across all applications,
from SD
to HD, 1080p50/60, 3DTV and Ultra High Definition TV (UHDTV), and all
codecs,
including MPEG-2, MPEG-4 AVC and JPEG2000, with 4:2:0 and 4:2:2, 8-bit and
10-
bit all supported.

“Our deep understanding of our customers- requirements enables us to remain
at
the forefront of broadcast technologies so media organizations like Prime
have
the necessary equipment they need to roll out new services,” said Ward
Hansford,
Head of Asia Pacific, Business Line Compression. “The demand for new
services
places considerable pressure on the bandwidth requirements necessary to
deliver
high quality video, but the flexibility of the Ericsson AVP 4000 delivers
an
unmatched level of encoding efficiency that well exceeds these
requirements.”

NOTES TO EDITORS

About Ericsson AVP 4000 family:

Download high-resolution photos and broadcast-quality video at

Ericsson is a world-leading provider of communications technology and
services.
We are enabling the Networked Society with efficient real-time solutions
that
allow us all to study, work and live our lives more freely, in sustainable
societies around the world.

Our offering comprises services, software and infrastructure within
Information
and Communications Technology for telecom operators and other industries.
Today
40 percent of the world-s mobile traffic goes through Ericsson networks and
we
support customers- networks servicing more than 2.5 billion subscriptions.
We are more than 110,000 people working with customers in more than 180
countries. Founded in 1876, Ericsson is headquartered in Stockholm, Sweden.
In
2012 the company-s net sales were SEK 227.8 billion (USD 33.8 billion).
Ericsson
is listed on NASDAQ OMX, Stockholm and NASDAQ, New York stock exchanges.

Prime Media Group selects professional video chip from Ericsson:

This announcement is distributed by Thomson Reuters on behalf of
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(i) the releases contained herein are protected by copyright and
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(ii) they are solely responsible for the content, accuracy and
originality of the information contained therein.

Source: Ericsson via Thomson Reuters ONE

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FOR FURTHER INFORMATION, PLEASE CONTACT
Ericsson Corporate Communications
Phone: +46 10 719 69 92
E-mail:
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