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IBC 2010: Why IP Video, Why Now?

September 10, 2010 - 0 Comments

Cisco Helps Magyar Telekom Deploy First-Ever Video Over DOCSIS 3.0 Solution

Magyar Telekom sealed its position as a pioneer in IP video delivery last month, going live with an IPTV service to 1.5 million homes in Budapest and Southeast Hungary.

Why are we thrilled? Partly because it validates our constant drumbeat about IP video, and how “it’s coming, it’s coming, it’s coming.” And partly, because Magyar’s deployment is based on our EuroDOCSIS 3.0 solution – including our completely modular CMTS and cable modem/MTA-based residential gateways. It’s a milestone moment, worth commemorating. It’s our first announced deployment of our V-DOC (Video over DOCSIS) components, which in and of itself is gratifying.

That’s why this blog, and the two-part video that accompanies it, is packaged to emphasize the reasons why IP video is here – now.

Why IP video, why now? Because consumer viewing patterns are at a transition. A big transition, frankly. The notion of “TV Everywhere” is one indication of how service providers are working toward a delivery model that can ingest and display not only traditional, MPEG-based video, but also video coming from multiple different sources – to be played out on demand, linearly, or broadcast.

Bottom line: As consumers expand their methods for consuming video, so must service providers, like Magyar, expand their means of ingesting, delivering, and displaying video.

Our view is, the shift to video over IP brings with it an unprecedented degree of flexibility, speed to market, and personalization – elements that weren’t necessarily there, with traditional video delivery formats.

IP video delivery is all about attaching the innovative attributes of the Web, to the subscription video landscape. A native, IP-based model is just far more nimble, which is critical for service providers like Magyar. It’s based on the notion of serving multiple screens – to the TV, of course – but also to game players, handhelds, PCs, anything with a screen, seeking content.

For that to occur, two things must also happen: Scale and a constant focus on lowering the cost-per-bit to deliver video over IP. Our latest CMTS, the Cisco uBR10000 Series, already improved the scaling equation by 8x, without requiring service providers to do any kind of “forklift upgrade.” Coming soon, we’ll be describing our roadmap to increase that scale even further. Likewise, for our cost-per-bit emphasis, we’re at work to drop that particular cost component by 40 to 60%.

It’s all part of our continued quest to build the tools that will position our service provider partners to successfully make that shift to “all IP” and video over IP.

Consumers may not know that they want “video over IP.” What they do know is that their ways of consuming video are changing – and for that reason, our ways of delivering video must keep step.

It’s inevitable, and it’s now. Congrats to Magyar for putting a stake in the ground as an IP video pioneer – and stay tuned for more!

In this two part series, Leslie Ellis, 2010 Women in Technology Award Winner sits down with me to talk about the explosion of video over IP and over bonded DOCSIS channels:

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