Media companies can use a cloud-based video infrastructure to support flexible and innovative ways of providing content.

The way we watch TV and video is changing rapidly. People are consuming more content online, on a growing number of different devices inside and outside the home.

And this is happening fast. Cisco research predicts that by 2020, video will account for over 80% of internet traffic. And that it will be accessed using over 11 billion connected devices.

The way that content is produced is changing, too. Media companies no longer simply rely on traditional distribution channels, and are making increasing use of IP video. They’re streaming shows online to meet these changing viewing habits, as well as developing innovative formats that their audiences may have never imagined before.

NBC Sports Digital streamed 3.3 billion minutes of content from the 2016 Rio Olympics. And during the same event, the BBC and NBC provided 100 hours of virtual reality programming. Media companies look set to carry on developing these kinds of service. Which is why Disney recently bought a 33% stake in Major League Baseball’s BAMTech streaming company.

These developments look set to continue, but only if media companies have the technology to make it happen. This is where Cisco can help, by providing a cloud infrastructure to support efficient, agile and innovative broadcasting.

Scaling up capacity

 One advantage of the cloud is that it allows companies to increase their network capacity within minutes, rather than going through a convoluted, days-long process. This can be especially useful when streaming major events to huge audiences. NBC Universal used Cisco technology to support broadcasting the Rio Olympics to millions of viewers via many different devices.

“Cloud and virtualisation has given us a huge opportunity in terms of scalability – the ability to adapt quickly and exponentially, to scale up almost immediately, without having to build out a lot of infrastructure,” says Craig Lau, the VP for information technology at NBC Olympics.

Powering new services

It isn’t just about one-off events, though. All of TV production is becoming more digitised. Cisco’s cloud video infrastructure can help media companies work more efficiently in this new environment, cutting down on cost and complexity. Our Virtualised Video Processing (V2P) technology allows companies to use one production line for all their video workflows. This makes it quicker and easier to supply content to many devices.

Brazil’s Globo is one media company that has used V2P to power a new service. The Globo Play app lets viewers access the broadcaster’s content any time on devices including smartphones, tablets, computers and connected TVs. It’s the first time a broadcaster in the country has made its daily content available in real time across multiple platforms.

“The V2P solution streamlines the delivery process. Now, we are able to deliver content through the application within minutes after broadcasting it on TV,” says Marcus Luz, the director of enterprise at Cisco Brazil.

An infrastructure you can trust

We understand that video production involves large volumes of data travelling at fast speeds, requiring high bandwidth and low latency. This needs to be supported by an infrastructure you can really trust. And the growth of ultra high definition video and multiscreen viewing habits makes even more important.

Our services are specially designed to meet the needs of media companies, and we’ve helped lots of them move successfully into the new world of online video. With our support, you can provide the services that customers want now – and respond to even more radical developments in future.

Find out how a cloud video infrastructure can help you create the TV services of the future. Read more about the Cisco video solutions for media.


Adam Davies

Technical Leader, Engineering

Service Provider, Video Solutions