Research and development is being widely conducted for DCT-based component TV signal coding. The most dominant TV signal, however, is the composite TV signal transmitted from a TV studio to viewers. Here, a direct composite coding scheme with a coding performance equivalent to DCT-based component coding is necessary for preventing harmful effects on picture quality and additional hardwares by a separating and composing procedure for Y/C components. For this purpose, we have developed a direct composite coding scheme based on intraframe Hadamard transform and optimized parameters for essential techniques used in this scheme. These include quantization cube, framewise precoding, high-order coefficient truncation and adaptive scanning path selection. This paper describes the coding performance for each optimized technique, as well as overall coding performance.