I love looking at trends and guessing where the next innovation is coming from.  It is kind of like guessing what kind of presents you will get on your birthday or what your class will be like when you start grade-school.   Either way, I get excited about new things.   That excitement leads me to share several innovations, partnerships and success stories as Cisco prepares to attend the International Broadcast Convention (IBC) Sept. 9-12 in Amsterdam.


Driving Innovation in the Content Provider, Media and Sports space has been a passion of mine for several decades.  At Cisco we have done that in many ways, including introducing and scaling the concept of the Connected Stadium, and we are well on our way to repeating that with our IP Networking and Delivery in the Content Provider Space.  In fact, just recently our friends  at Devoncroft published early findings for its Big Broadcast Survey (BBS) that shows a massive shift in favor of Cisco.  What is that you might say? According to Devoncroft “IP Networking and Content Delivery” is now thetop priority for the media and content provider industry. So why is the important to Cisco, well it goes back nearly five years ago with the introduction of Cisco’s IP Fabric for Media solution (featuring our Nexus 9000 products and Nexus Dashboard Fabric Controller).  Now Cisco IPFM solution is used by hundreds of major brands like NBC, BBC, Canal +, Sofi Stadium, Radio France, CBS Sports, Foxtel, Nine, Telstra, CCTV just to name a few!  It aligns to Cisco’s strategy for Hybrid Cloud, Data Center and the ecosystem we’ve built organically, as well with our Hyperscaler partners at AWS, Google Cloud and Microsoft.   These innovations will be on display at IBC and we can’t wait to share with you the future of IP Networking and Content Delivery.


We’ve shown a deep commitment to this ecosystem of media and content providers.  From Grass Valley, EVS, Imagine, Evertz, Skyline, Nevion and more. Our commitment to this ecosystem remains strong.  One of the partnerships that we are thrilled to expand and help take us to the next level of innovation in the media and content provider space is with our friends at Intel.  Intel provides Cisco with best-in-class technology that helps power our IP Fabric for Media solution, but our roadmap of innovation does not stop there.  Working together, Cisco’s IP Fabric for Media solution is now part of the Intel Market Ready Solutions catalog.  Why does this matter?  This helps our joint customers as we work together on features, use cases, lifecycle and more.  More innovation planned between Cisco and Intel is  advancements around real-time media and cloud native environments to give customers the ability to better optimize and streamline Cisco’s UCS and Intel processors by offering up new innovations to drive new use cases together.  More on that in a future blog, but rest assured our partnership with Intel should take the media and content provider industry to the next level.  In the meantime, you can see the Intel innovation inside the Cisco booth in Hall 1 at IBC.

Success Stories

In my last blog about the Media and Content provider space, I wrote about how refreshing it was to be back in front of our partners and customers at NAB this past April.  While IBC is again a touch point in the industry, the cool thing we get to do is share with customers, partners and analysts the tremendous progress on projects underway or completed leveraging Cisco IP Fabric for Media and Hybrid Cloud applications.  Maybe its our recent project with RaiWay or updating folks on our plans with Real Madrid or even touching on projects like the recent Olympics, these success stories are powerful and we can’t wait to share them with you all.

So, get your bicycle ready and join us in Amsterdam to take part in the innovation, partnerships and customer fun!


Learn more about Cisco’s Media, Sports and Content Provider solutions


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Bryan Bedford

Global Industry Director: Retail, Hospitality, Sports, Media and Entertainment

Global Partner Organization