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TMS320DM368: DM368 gets very hot (70C)

Part Number: TMS320DM368

I have a product based on DM368 doing HD (1080p30, 1080i60) H.264 encoding. The DM368 chip is getting very hot (up to 70C at room ambient).

I estimate power consumption of DM368+DDR at about 2W. Is it normal? The PLLs are running at 668.25 and 432 MHz, which is within the specs.

The PCB that the DSP is located on is rather small (1x2 inch), so it doesn't help, but are those temperatures normal or there's something wrong with the settings?

Thanks.