NAB 2010: Brian Morris on IP Contribution & Distribution & 3DTV

April 16, 2010 - 0 Comments

As digital media – video content, in particular – continues to morph into different “flavors,” for different display types, so does the importance of an underlying IP contribution and distribution foundation.

Consider: From now on, just about every video title created, whether for episodic television, advertising, theatrical, home theater, or short-form Internet viewing, needs to be formatted in multiple ways, so as to suit the requirements of the native viewing environment. Watching an episode of “Lost,” for instance, or any other TV show, plays differently on a handheld, than it does on a big-screen TV.

These multi-formatting requirements also extend to the looming 3DTV viewing environments. Watching Avatar in the theater, for instance, carries different resolution and distribution requirements than watching it on home TV. Plus, 3DTV adds some spin to the challenge because of the extra bandwidth associated with what’s essentially a two-camera/two-eye content creation methodology.

That’s why we at Cisco are so focused on what we call the “IP contribution and distribution” part of the video life-cycle. It’s all about making it easy for content owners and service providers to compress, process and distribute their video products, in formats that can be consumed on lots of different viewing surfaces.

All of this matters to content owners and service providers not just as a technological evolution, but also as a way to re-shape product offerings and business models that flow with the new, multi-screen viewing landscape.

Ultimately, this multi-format video manipulation is inherently easier and faster to do in IP. That’s our belief, all the way to our core.

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