A STRATEGIC partnership agreement on the multimedia print reader (MPR) technology was signed between MPR Times Technology Co. Ltd., the technology’s developer in Shenzhen, and publishing houses at the 7th China (Shenzhen) International Cultural Industries Fair (ICIF) two weeks ago.

    The MPR solution is a breakthrough concept in digital publication which enables readers to hear the text they are reading and even watch videos about the text at terminals such as TV sets, mobile phones and computers.

    MPR Times also displayed at ICIF a number of audio books, supported by the MPR technology, as well as their solutions combining technologies including MPR coding, printing, optoelectronic technology and information technology.

    “I was interested in the new type of publication when talking books first appeared in the 1990s,” said Li Zhengfang, president of MPR Times who is also an experienced publisher. “But their technology was very simple and the books were more like toys.”

    The success of the technology depends upon acceptance of this MPR concept by more and more publishers. The users will have to buy hard copies of the new books and also will have to download and transfer files to their MPR terminals. Therefore it requires use of the Internet by users.

    “So we have to build a fully integrated platform for MPR publication,” said Li.

    Li founded MPR Times in 2006, which is devoted to R&D of the MPR technology. So far their achievements include the MPR coding system, MPR publications, MPR terminals, and a MPR international services platform.

    The MPR encoded marks can not only be printed on pages of books but also integrated to digital files. In this method, books, audios and videos were accurately connected on a single platform and could be read at an MPR terminal.

    “Apart from the brand-new reading experience, the MPR solution can help publishers combat the serious threat of piracy as each MPR coding is unique for a copy of the publication,” said Li, “then each MPR terminal has a unique ID.”

    “And the publication’s provider can then monitor the authorization to specific ID when readers wish to download files from their platforms.

    “At the same time the copyright holder is responsible for the contents they provide.”

    (Tina Chen)