"It's a start," Charles Studor, TriMedia's Austin director, tells GlobeSt.com. "We're going to expand as soon as we fill this up." TriMedia is leasing space in the Barton Creek Plaza, a three-building office complex located along the Capital of Texas Highway.

Studor is interviewing applicants for 20 spots, eyeing mostly in-state hires who can advance the product line. The available skilled workforce is the motivating factor for selecting Austin for its first center outside the Sunshine State, explains Studor. "It's hard to say how quickly we'll grow, but the market we're in is expected to grow very fast," he says.

TriMedia was spun off from San Jose, CA-based Philips in June, with Studor, a 19-year veteran of Motorola Corp., selected to lead the startup operation that focuses on digital consumer products.

TriMedia develops and licenses "very long instruction word" processor technology. Its foundation product is a proprietary TriMediaT media processor for advanced set-top boxes, HDTV, miniature video conferencing cameras, Internet appliances and home networking systems. The spin-off venture is backed by Royal Philips Electronics and Sony Corp., says Studor.

"Locating our design center in Austin makes a lot of sense because there is considerable electronics system and IC design expertise in this area," supports Cees Hartgring, TriMedia president and CEO.