Cisco videoscape white paper c11-639820

Cisco and Service Providers:
Reinventing the Television Experience.
Together
White Paper

White Paper

The Cisco Videoscape Solution

What You Will Learn
Cisco is working with service providers to reinvent the television experience, bringing entertainment, social media
and communications together with mobility to transform how users engage with video and how providers prosper.
This document provides an overview of the Cisco Videoscape solution. It describes:

● The market trends that are moving the industry toward a new generation of media and entertainment
● How Cisco Videoscape can help you deliver and capitalize on new media experiences
● The essential building blocks of the Cisco Videoscape solution, including the video headend and back-office
cloud, the video-optimized transport network and content delivery network (CDN), and client solutions that
extend new cloud-based entertainment and applications to the consumer

Introduction
Consumers have more media and communications choices than ever before, and more ways to access them. What
they lack is an intuitive, unified experience that encompasses all of the content, applications, and devices they use,
wherever they want to use them.
®
Now, service providers can bring order to this media chaos with Cisco Videoscape, the comprehensive solution for
delivering the next generation of media entertainment. Cisco Videoscape brings together virtually infinite content and
applications from pay TV, online, and on-demand sources into a unified, personalized experience that you can
extend anywhere, across managed or unmanaged networks and devices. And, it takes advantage of Cisco
intelligence throughout the cloud, network, and clients to deliver the premium quality of experience your customers
expect.

Cisco Videoscape draws upon a proven medianet architecture to deliver this new generation of TV and media
experiences. It integrates digital content on and off the network from a vast library of linear and on-demand sources,
as well as third-party content and applications, and lets consumers easily search, purchase, and play any content of
their choice. Consumers can also communicate, share and manage both their premium content and services and
their personal content within the same immersive, multi-screen experience. Cisco Videoscape delivers this
experience through an open platform that supports common industry standards, and does not lock you or your
customers into specific devices or platforms.

By delivering a new world of cloud-based media across multiple screens, Cisco Videoscape helps to position the
service provider network as the nexus between consumers, content providers, and web and entertainment
applications. As a result, you can:

● Strengthen the value you provide to both consumers and content providers
● Deliver more intuitive, visual, social, and mobile media experiences
● Extend the service provider cloud to multiple IP endpoints, inside and outside the home
● Monetize online content more effectively
● Develop new markets and business partnerships

© 2011 Cisco and/or its affiliates. All rights reserved. This document is Cisco Public Information. Page 2 of 21

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The Challenge: Navigating an Evolving Media Landscape
Today’s media marketplace has entered the age of “more” - more video-capable devices, more video services, and
more video traffic than ever before. The Cisco Visual Networking Index (VNI) predicts more than 12 billion connected
IP endpoints worldwide by 2014, with web content and services expanding across TV sets, tablets, game consoles,
and other consumer electronics devices. (For information about the VNI forecast, visit
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-
481360_ns827_Networking_Solutions_White_Paper.html.) More consumer electronics manufacturers are
positioning Internet-connected TVs and other devices as gateways to Internet content, and making significant
investments in creating online video and application ecosystems.

At the same time, new over-the-top (OTT) online video services such as Netflix and Hulu are competing for the
consumer’s time and discretionary spending, creating a global online video community that now includes more than
1 billion users. Broadcasters and media companies are seeking to capitalize on this trend, embracing new
distribution platforms and interactive content. Many are exploring Hybrid Broadcast Broadband TV (HbbTV) models,
such as the CNBC Realtime App, which integrates customized real-time stock quotations and alerts with CNBC
financial news shows.

These new devices and services are accelerating growth in Internet video traffic. (For more information, visit
http://www.sandvine.com/news/global_broadband_trends.asp.) At peak times, Netflix already accounts for 20
percent of downstream Internet traffic in the United States. By 2014, the Cisco VNI forecast projects that online video
will make up 91 percent of consumer IP traffic, generating traffic equivalent to 6 billion DVDs per month.

These three trends - more devices, more online video services, and more Internet video traffic - are changing the
media delivery landscape as we know it. But these trends are also creating a growing sense of frustration among
consumers, content providers, and service providers.

● Consumer media experiences are increasingly fragmented. All the entertainment in the world seems to
be available, but accessing it means navigating a complex web of devices, networks, billing models, and
viewing experiences. Consumers want to know why they cannot get all the content they want across all their
devices. Why must they constantly toggle between different menus and interfaces for all the ways they watch
video?
● As content becomes more accessible, broadcasters and content providers must find ways to preserve
the value of their content. The consumer appetite for more video over more platforms is insatiable, and
broadcasters and media companies see tremendous opportunities. But current online video offerings diminish
the value of content, offering no carriage fees comparable to those of traditional service providers, and lower
advertising loads.
● The relevance of the service provider is increasingly questioned. For service providers, new competition
means increased churn and increased costs to acquire and retain subscribers. Basic pay-TV services are no
longer enough: multi-screen offerings have become a core requirement. But can basic two-screen services
compete with OTT providers in a world where consumers already watch 14.4 hours of online video on
average each month? (For more information about this comScore estimate, visit
http://www.comscore.com/Press_Events/Press_Releases/2010/10/comScore_Releases_September_2010_U
.S._Online_Video_Rankings.) How can service providers fund major service upgrades, or even keep pace
with the massive growth in IP video traffic, when they have no way to generate revenue from online video in
the current media delivery value chain? More fundamentally, how can service providers demonstrate their
true value to consumers, broadcasters, and online video partners?


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The Solution: Reinvent the TV Experience
These trends present significant challenges, but they also offer a tremendous opportunity. All point toward a new era
of media, where consumer entertainment breaks free from the limitations of closed networks and devices and
becomes more visual, more social, and more mobile. Soon, consumers may be able to access all content,
applications, and communications - on any device, over any network - as part of a consistent, unified experience.

Far from being minor participants in this new media model, service providers are ideally positioned to make the
paradigm a reality. As high-definition quality and mobility become more important, the service provider network
provides a nexus between consumers, content providers, and web applications that no other competitors in this
environment can offer. Different OTT services can offer access to some broadcasters’ premium content, but not
others. Connected device content ecosystems are still linked to specific device platforms, with little or no portability
between screens. And ultimately, consumer electronics device manufacturers may provide access to online content,
but they are not able to control the delivery of that content or assure a consistent consumer experience.

Only the service provider - and the service provider network - can deliver the full range of cloud-based media and
applications across multiple consumer screens. Cisco can provide a comprehensive solution to help service
providers exploit the power of their networks to deliver new media and TV experiences, and create a more profitable
media ecosystem.

The Cisco Videoscape Solution
Cisco Videoscape is both an experience and a solution purpose-built for delivering the next generation of TV
experience, simplifying it for consumers, and transforming the opportunity for service providers. Cisco Videoscape
joins virtually infinite content, applications, and communications from any source, including linear TV, online video,
video-on-demand (VoD), and the user’s digital video recorder (DVR), into an immersive, unified experience. Cisco
Videoscape lets you extend this experience across any managed or unmanaged network, to any managed or
unmanaged device. And, it draws on Cisco intelligence in the cloud, network, and clients to provide a premium
quality of experience that best-effort online video services cannot match.

With Cisco Videoscape, you can deliver a consumer experience that is:

● More intuitive, with a consistent interface across multiple devices and universal guide and search
capabilities across all content sources
● More visual, with seemingly infinite content and applications available from a range of sources, made easy to
navigate on the TV screen or the customer’s screen of choice
● More social, by integrating social networking and telepresence capabilities that let consumers show, share,
and engage with video
● More mobile, with the ability to extend this unified experience over the service provider footprint or over
unmanaged networks, to almost any managed or unmanaged device
For consumers, Cisco Videoscape positions the service provider as the gateway to a vast library of linear, on-
demand, and third-party content. Consumers can communicate, share, and manage both premium content and
services and personal content on multiple screens, and access an immense ecosystem of online content and
applications. Your customers can buy content once and access it however they choose, without having to worry
about which devices work with which content. They can see what their friends are watching and get
recommendations from the people who know them best. And, they can take their own, personalized TV experience
with them, wherever they go, on whichever screen they choose.

At the same time, Cisco Videoscape helps service providers unlock new revenue opportunities, monetize online
video, and reinforce the value of their networks in the content delivery ecosystem. With Cisco Videoscape, you can:


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● Assure a consistent quality of experience for consumers, no matter how or where they view content
● Bring web applications and online video to a broader audience by easily delivering them to the TV set
● Deliver new levels of interactivity with content using web and social attributes
● Extend services beyond any single device or platform (for example, Apple or Android ecosystem), with an
open, standards-based software and hardware platform
● Preserve and extend the value of content by supporting existing carriage fees and advertising-based
revenues, in addition to new online video subscription and advertising models
● Provide more value to media companies by offloading the burden of formatting content for a seemingly
endless array of devices and screens
● Provide more value to consumers by extending the service provider cloud into the home network and
enabling content sharing across managed and unmanaged devices
● Reach new markets by offering premium video services (and even linear TV channels) to new customers
within and beyond the service provider footprint
● Exploit business-to-business-to-consumer (B2B2C) services by opening the service provider ecosystem
to deliver third-party web-enabled applications, including social media, lifestyle management applications,
content marketplaces, home telepresence, games, and advanced advertising

Cisco: Your Partner in Reinventing the Consumer Media Experience
Cisco can provide the complete solution to deliver these capabilities and benefits (Figure 1). The Cisco Videoscape
solution includes:

● The Cloud, encompassing solutions for the service provider’s video back-office and data center
● The Network, including an end-to-end medianet optimized for video, and the Cisco Content Delivery System
(CDS)
● Clients, including next-generation media gateways, set-top boxes (STBs), and software clients
● Services to help you develop and deliver new service capabilities more quickly and with less risk

Figure 1. Cisco Videoscape Solution


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The combination of cloud, network, and clients, working together as one, sets Cisco apart in the marketplace. Other
providers can address parts of the back office or offer solutions for the consumer home. Cisco has the technology
and expertise to take a unified approach to evolving media experiences, and to bring the full power of the cloud to
the customer TV (Figure 2).

Figure 2. Cisco Videoscape High-Level Architecture

Cisco Videoscape provides the following.

● A truly unified experience: Other entrants in the online video market can offer only a fragmented
experience, delivered over discrete devices. Cisco Videoscape converges linear, pay-TV, and online sources
into a personalized TV experience with universal search and navigation, and lets you extend that experience
across multiple screens.
● No endpoint limitations: Device manufacturers can offer a cloud-based video experience, but only on their
particular devices and software platforms. Consumers, however, do not operate that way: They may have an
IP-enabled TV set, an Android mobile phone, an Apple tablet, and a PC - all of which they use to consume
entertainment, both inside and outside the home. Cisco Videoscape lets you create an experience that
extends across the consumer’s entire lifestyle, and even extend network-based DVR functions across
multiple screens.
● Consistent, high quality of experience through an end-to-end IP video architecture: Cisco network,
back-office, and client solutions integrate entertainment applications and communications into a unified
cloud-based experience. These solutions allow you to build a medianet - a video-optimized, end-to-end
network infrastructure - that eliminates current silos in voice, video, mobility, and data networks, and lets you
deliver consistent quality across multiple screens.
● A clear migration path that protects your investments: Cisco recognizes that your evolution to the full
Cisco Videoscape solution will not happen immediately. You have extensive video network, back-office, and
client investments in place, and cannot simply overhaul the entire infrastructure in a single upgrade. That is
why Cisco Videoscape is designed with the flexibility to be deployed over time and in discrete stages,


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according to your specific plans and infrastructure investments. Each element of the implementation provides
immediate new revenue-generating service capabilities, while serving as the foundation for more advanced
cloud capabilities in the future. No matter where you are starting from or which capabilities you want to bring
to market first, Cisco offers a clear roadmap to get you to your destination.
● Ability to protect and strengthen the service provider brand: Other online video solutions dilute the
service provider brand and diminish the perceived role of the service provider in delivering an immersive
experience. Cisco Videoscape lets you deliver service-provider-branded user interfaces and experiences
across all types of screens.
● Proven industry leadership: Cisco is an award-winning leader in video system, transport, and consumer
client technologies, serving more than 200 million customers worldwide, including the world’s largest service
providers and broadcasters.
The following sections explore the Cisco Videoscape portfolio in more detail.

The Cloud
The cloud element of the Cisco Videoscape solution encompasses the service provider’s video back-office. Cloud
components include the Cisco Videoscape Media Suite, the Cisco Videoscape Migration Portfolio, and Cisco
Conductor for Videoscape. Cloud solutions can be instantiated within a data center architecture composed of Cisco
® ™
Nexus Family switches and the Cisco Unified Computing System .

Cisco Videoscape Media Suite
The Cisco Videoscape Media Suite is the intelligent cloud engine at the core of the Cisco Videoscape solution,
providing full lifecycle content management to deliver immersive media and communications experiences. With this
carrier-grade software platform, you can efficiently manage, publish, and monetize many types of content, and
deliver that content across almost any screen: TV, PC, tablet, or mobile device.

The Cisco Videoscape Media Suite accelerates your transition to next-generation cloud-based services with a
solution that has the following characteristics.

● Highly flexible: The Cisco Videoscape Media Suite supports multiple media types (including video, audio,
applications, and images) and multiple delivery models (including download, streaming, Macromedia Flash,
and Microsoft Silverlight). You can also implement multiple content business models, including
advertisement-supported, purchase, rental, and subscription models.
● Fast to deploy and implement: The Cisco Videoscape JumpStart tool kit includes reference user interfaces
for PCs, Macs, tablets, and mobile phones, and workflow template libraries for multiple bundle types, devices,
and business processes.
● Pre-integrated: The Cisco Videoscape Media Suite metadata aggregation engine supports metadata from a
variety of sources, and the included bundle designer simplifies bundle creation. The solution works with
leading advertising engines, and billing and transaction services are structured to integrate with your existing
operations support system (OSS) and business support system (BSS) infrastructure.
The Cisco Videoscape Media Suite also helps you differentiate the experience you provide from that delivered by
peers and OTT online video providers, by supporting the following:

● Entitlement across multiple screens and content sources (for example, customers can buy content on
their TVs and entitle that content for play on PCs and a mobile devices)
● A customizable user interface experience designed specifically for large-screen TVs and interaction
without a keyboard
● Total media integration including linear, on-demand, OTT, and DVR content, and universal search,
recommend, and sharing tools


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● Enhanced VoD capabilities with virtual DVD experiences including menus, chapters, extras, and subtitles
The Cisco Videoscape Media Suite also provides peace of mind as a proven solution. The media suite technology is
already used by four of the five largest North American wireline service providers and two of the five largest North
American studios.

Cisco Videoscape Media Suite Components
Cisco Videoscape Media Suite is a modular solution, giving you outstanding flexibility to deploy customized cloud-
based services adapted specifically to your current investments and your customers’ needs. You can quickly start
offering immersive cloud services and applications by deploying the entire product suite, or integrate individual best-
in-class components with your existing environment.

The Cisco Videoscape Media Suite includes the following.

● Cisco Videoscape Media Suite Content Management System (CMS): The CMS handles all steps in the
asset workflow, including metadata management, transcoding, encryption, and distribution to the network.
The CMS can ingest and manage custom metadata in multiple languages, and transform metadata from a
variety of formats into a common, normalized data set. This solution protects content with support for a
variety of industry-standard digital rights management (DRM) and encryption methods. The Cisco Videoscape
Media Suite CMS also provides a sophisticated media packaging and bundling system, allowing you to
model, distribute, and monetize complex packages (such as virtual DVD, TV season, music album, and
ringtone) as easily as single assets.
● Cisco Videoscape Media Suite Entitlement: The entitlement element provides a comprehensive framework
for protecting, distributing, and monetizing content across multiple screens. It supports customized product
rules and DRM use terms for subscription, rental, enterprise social technology, ad-supported, and entitlement
models. You can authorize content access through conditional access or DRM license, and manage
customer accounts, devices, domains, and entitlements in a universal “rights locker.”
● Cisco Videoscape Media Suite Publisher: The publisher aggregates catalogs from a variety of sources (for
example, the Cisco Videoscape CMS, Hulu, and CBS) and combines them into a single catalog with
harmonized categories for search and recommendation. You can configure rules to automatically populate
categories, set up and configure downstream advertisement servers and players, publish playlists for service
provider-created channels and advertising content, and insert targeted advertising. You can also collect and
publish user ratings for content and publish catalogs to multiple devices. The publisher also provides
metering and reporting on content usage and advertising metrics.
● Cisco Videoscape Media Suite Streaming Player: The in-browser player supports Flash and Silverlight,
with full trick-play (including pause and rewind) and playlist controls, support for multiple resolutions, and
integrated social networking and sharing options to allow for and viral distribution. The players supports
advertisement insertion, metering, and DRM, and embeddable widgets for catalog and channel browsing. A
full software development kit (SDK) lets you customize players to provide a consistent, service-provider-
branded experience across all devices.
For more information about the Cisco Videoscape Media Suite, visit
http://www.cisco.com/en/US/products/ps11497/index.html.

Cisco Videoscape Migration Portfolio
Cisco recognizes that the transition to a full Cisco Videoscape architecture will not happen in a single migration.
Even as you develop more sophisticated capabilities in cloud-based and consumer home services, you will likely
maintain your installed base of existing STBs for several years.


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As a major component of the Cisco Videoscape evolution strategy, the Cisco Videoscape Migration Portfolio
provides cloud-based solutions to integrate live TV, VoD content, and online video into a unified and immersive
experience, and deliver that experience even over older access networks and STBs.

With the Cisco Videoscape Migration Portfolio, you can:

● Increase customer loyalty by delivering a more compelling navigation, search, and content experience than
existing pay TV offerings can provide
● Build a foundation for next-generation experiences by integrating online video content and social media
applications from a broad range of sources into the pay-TV experience
● Develop your network intelligently, making value-wise investments and providing new revenue-generating
services at each step in the transition
Delivering new cloud-based TV services does not require a major one-time upgrade to your network. With the Cisco
Videoscape Migration Portfolio, you can develop your architecture incrementally, delivering more content and
interactivity to customers with older STBs, and evolving your network to a full Cisco Videoscape cloud-based solution
over time.

Cisco Conductor for Videoscape
A next-generation media architecture has many parts, but to deliver the full power of the cloud across multiple
screens and networks, all elements of the system must function together as one. Cisco Conductor orchestrates the
various services, devices, and subscriber management functions across clients, clouds and networks, including both
those that are managed by the provider and those that are not. It provides a standards-based communications
pathway to support presence, real-time application information, resources, and social networking, and support
classic command-and-control functions (Figure 3). In essence, the Cisco conductor addresses four fundamental
questions:

● Who is the user and do they have permission to access the content?
● What are the requirements of the network and devices?
● Where is the experience to be delivered?
● How best to orchestrate the delivery of the experience across all different technology elements and
variables?
With Cisco Conductor for Videoscape linking all elements of the Cisco Videoscape solution, you can:

● Significantly scale services, extending cloud-based experiences to almost any device, across managed or
unmanaged networks
● Manage Cisco Videoscape devices across the entire lifecycle, including activation, configuration,
diagnostics, and firmware and software updates
● Deliver a new generation of cloud-based applications that integrate capabilities such as presence, social
networking, session-shifting across devices, detailed customer usage tracking, and advanced advertising.


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Figure 3. Cisco Conductor for Videoscape

Unifying Cloud and Client Architectures
Based on an Extensible Messaging and Presence Protocol (XMPP) real-time messaging bus, Cisco Conductor for
Videoscape provides a common communications platform and control services running on that platform.

The Cisco Conductor for Videoscape communications platform provides an infrastructure of reusable functions that
make it easy to create services for the cloud, including:

● Service discovery
● Persistent data storage
● Administrative user interface and links to operational support, billing, and subscriber management systems
● Social networking infrastructure
● Scalable mechanism to extend cloud-based services to a wide range of managed or unmanaged clients,
using common web protocols such as HTTP and XMPP) to access services
Conductor control services include:

● Client and network management
● Emergency Alert services
● Service orchestration
● Access, session, policy, and resource management
With Cisco Conductor for Videoscape combining all Cisco Videoscape components, applications, and services into a
single system, you can deliver immersive cloud-based experiences anywhere, anytime.

For more information about Cisco Conductor for Videoscape, visit
http://www.cisco.com/en/US/netsol/ns1109/networking_solutions_solution.html.


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Cisco Data Center Solutions
An essential foundation of the Cisco Videoscape solution is an evolution toward cloud-based services, in which the
definition, rendering, and composition of the user’s experience happens in the service provider cloud, rather than on
a STB. By transitioning to this cloud-based model, you can provide a more diverse media experience to your
customers, extend that service-provider-branded experience to more screens, and deliver media services more
efficiently and with greater scalability. To realize all of these advantages, however, the video back office must begin
to take on many of the characteristics of a data center infrastructure.

Cisco provides industry-leading data center solutions in which Cisco Videoscape cloud elements are instantiated.
Based on the Cisco Unified Service Delivery (USD) model, these solutions integrate server, storage, network, and
virtualization resources into a single, unified Ethernet environment. As a result, you can deliver a more diverse range
of media services and accelerate the deployment of those services, through a platform that reduces your capital and
operational costs.

Cisco data center solutions that support Cisco Videoscape include the following:

● Cisco Unified Computing System: The Cisco Unified Computing System provides a common platform for
the growing software-based functionality that is becoming critical to media delivery. Whether it’s the
unglamorous but critical tasks of applying detailed policy control and digital rights management, or the
implementation of a new interactive widget for your user experience, the Cisco Unified Computing System
offers an outstanding combination of computing power, manageability, and innovation, especially for
virtualization. It provides an ideal compute platform to host a wide range of software-based media delivery
functions, today and in the future.
● Cisco Nexus Family of data center switches: The Cisco Nexus Family offers the highest throughput
available today to accommodate the accelerating growth of content and insatiable subscriber demand for an
ever-higher quality of experience. These switches are engineered from the beginning with carrier-class
availability and reliability features that set them apart from other products in their class.
For more details about Cisco USD and other Cisco data center solutions, visit http://www.cisco.com/go/usd.

Clients
Today, consumers want to be active participants in shaping how their entertainment, lifestyle applications, and
communication experiences are created, managed, and delivered. But despite ubiquitous broadband access,
growing social networking and communication options, and ever-expanding content choices, consumers are
becoming increasingly frustrated with the lack of connectivity across their devices. As technologies and media
experiences become more sophisticated, customer demand for a more simplified, unified experience can only grow.

Cisco has the vision, strategy, and solutions available today to empower you to create differentiated consumer
experiences and sustainable long-term competitive advantage, as well as to expand into new business models. And
you can take advantage of these capabilities using your existing infrastructure. We call it “the Connected Life,” which
brings the human network together by unifying consumer experiences within and beyond the home.

The Cisco Videoscape Client Architecture
The Cisco Videoscape solution builds on Cisco’s history of leadership and innovation in the home device market,
®
including Cisco cable and IP STBs, gateways, and consumer electronics devices such as Cisco Linksys networking
™ ™
products, Cisco Flip video cameras, and Cisco ūmi consumer telepresence products. Expanding upon this
tradition, Cisco provides a comprehensive client architecture to help you bring the Cisco Videoscape cloud into the
consumer experience, at home or on the move, anytime, on any IP device.


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Cisco Videoscape clients provide:

● An open, IP-based solution that supports delivery of cloud-based and premium video services across
almost any consumer device or screen
● A common technology plane that gives you outstanding flexibility and interoperability
● Integration with Cisco Conductor for Videoscape, providing a real-time communication pathway between
clients, the network, and the cloud
Cisco Videoscape clients include:

● Media gateways to create new service possibilities for consumers, inside and outside the home
● Set-top boxes that unify the video experience, integrating linear, VoD, and online sources
● Soft clients that bring the power of the Cisco Videoscape cloud to a broad range of consumer electronics
and unmanaged devices
While Cisco Videoscape clients provide the most expansive capabilities and integration, the Cisco Videoscape
solution can also support integration of third-party hardware and software clients.

Cisco Videoscape Media Gateways
Cisco Videoscape Media Gateways continue Cisco’s tradition of innovation in the consumer home. The gateways
integrate voice, linear and online video, high-speed data (HSD), mobility, and routing capabilities, providing a
centralized hub to deliver entertainment, applications, and communications in the consumer’s home network. Cisco
Videoscape Media Gateways also support new cloud-based services such as video streaming across multiple
applications and lifestyle management applications. Two gateways are currently available: the Cisco TES 301 IP
Managed Services Gateway and the Cisco DRG 7000 Series Videoscape Media Gateway.

Cisco DRG 7000 Series Videoscape Media Gateway
The Cisco DRG 7000 Series is designed to be the consumer’s central hub for multi-screen media and applications,
and the managed services operator’s (MSO’s) gateway into the home network. The platform is optimized for the
distribution of IP video and content assets across managed devices, including TV, PC, and mobile devices. The
platform is designed specifically for the needs of cable service providers as they migrate to IP video networks.
®
To provide a comprehensive home solution, the Cisco DRG 7000 Series combines a DOCSIS 3.0 cable modem, a
2-line embedded multimedia and voice adapter with battery backup, multiple wired and wireless LAN interfaces,
internal and external hard disk options, and dual universal series bus (USB) host support.

Ultimately, the gateway lets you do the following.

● Provide access to more content on more devices: The Cisco DRG 7000 supports the Multimedia over
Coax Alliance (MoCA) and Digital Living Network Alliance (DLNA) home networking standards, allowing
delivery of content to a broad range of customer premises equipment (CPE) and consumer electronics
devices in the home. Customers can even use the gateways to store and back up personal content from
devices throughout the home.
● Deliver a more immersive multi-screen experience: The gateway provides native support for high-
definition whole-home DVR distribution, whether DVR functionality is provided by a home device or by cloud-
based services. Customers can pause and resume content playback across multiple devices.
● Take advantage of a solution built for cable operators: Channel-bonded DOCSIS 3.0 and 1-GHz tuning
features give you tremendous speed and bandwidth optimization.


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● Improve network efficiency through CDN intelligence: The Cisco DRG 7000 Series extends CDN caching
into the home, letting you pre-position popular content, applications, and targeted advertising. The platform
also supports multicast-to-unicast conversion of simultaneous MPEG-4 IP video streams. Together, these
features improve network efficiency and optimize WAN bandwidth utilization.
● Use a common software platform to deliver advanced services: The gateway provides an application
server in the home, allowing you to offer new IP-based revenue-generating services. The platform’s open
application development environment simplifies the development and deployment of new applications.
● Simplify home network management: By extending service provider cloud intelligence into the home
network, you can make it easier for customers to add devices to the network and solve problems without
calling technical support. You can also give customer service representatives visibility into the entire home
network, allowing them to more easily troubleshoot and resolve issues.

TES 301 IP Managed Services Gateway
This application-centered gateway can be used by cable, telco, or wireless service providers to deliver new
advanced IP services over existing HSD deployments and generate more value from your current investments. The
gateway is optimized to deliver managed services and third-party lifestyle management applications that go beyond
entertainment, such as home security, video monitoring, and energy management, all hosted by Cisco Videoscape
cloud, and delivered to the customer’s screen of choice. The TES 301 also supports Digital Entertainment Content
Ecosystem (DECE), or UltraViolet, capabilities to link customers to a new open ecosystem of cloud-based content
and purchasing options.

With the TES 301 Managed Services Gateway, you can deliver:

● Personal content sharing across screens and devices: The TES 301 provides sophisticated home
networking options, using standards such as those developed by DLNA and Home Phoneline Networking
Alliance (HPNA). Interfacing with the Cisco Videoscape cloud, the TES 301 supports remote services
management, providing both consumers and your customer service representatives with advanced service
management capabilities.
● Voice services through SIP software for Voice-over-IP (VoIP): Standard capabilities include landline and
foreign exchange ports for full analog telephone adapter capabilities. Options include subscriber identity
module (SIM) security for 3-GB and 4-GB mobile networks, and the ability to connect handheld cordless
phones with a USB dongle.
● DECE content ecosystem option: With the ability to integrate DECE capabilities into the gateway, you can
provide search, fulfillment, delivery, and digital rights licensing for third-party content providers and retailers,
across multiple consumer devices.
● Home security, video monitoring, and automation: You can allow customers to access third-party
applications such as healthcare management, pet monitoring, security breach warnings, and video
surveillance, from the gateway or remotely through the Cisco Videoscape cloud.
● Smart grid and energy management applications: Pike Research estimates that by 2015, 28 million
homes will contain energy management displays. You can let your customers access third-party power
management applications from their local utility or a third-party partner, both at home and on the go, to
monitor and control their energy usage.
The Cisco TES 301 supports home security and energy management applications through Z-wave and ZigBee
wireless signaling, the industry-leading protocols established for these capabilities. Both applications support
comprehensive parental controls (such as time of day and website access) and multiple modes for consumers to use
these services, including online and mobile notifications, and event alerts that can be sent as text messages, emails,
pictures, or videos.


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For more details about Cisco Videoscape Media Gateways, visit

Cisco Videoscape Set-Top Boxes
Cisco Videoscape Set-Top Boxes help you redefine the TV experience. These STBs integrate premium
programming, linear and on-demand TV, DVR recordings, and online entertainment - combining vast content
choices with high-definition quality. The STBs also bring the Cisco Videoscape cloud into the family room, delivering
Internet and web applications as part of a “lean back” TV experience.

Cisco Videoscape STBs help you bring the power of cloud-based services to your customers and deliver the
following.

● A unified video experience: Linear, pay TV, broadcast, and premium content are offered with online
entertainment on a single device, powered by the Cisco Videoscape cloud. You can deliver more than just the
Internet on TV, and provide your customers with:
◦ Virtually infinite content choices, in high-definition quality
◦ Time-shifted video capabilities
◦ Integrated web content as part of a “lean-back” experience designed for TV viewing
◦ Easily accessible content with no keyboard required
◦ Optional full web browser capabilities
● Interaction with multiple devices: Cisco Videoscape STBs can share secure, authenticated video content
with other CPE and consumer electronics devices, with distribution managed by the service provider. You can
simplify the interactive entertainment experience for your customers and let them engage with media
experiences anytime and anywhere, on any screen, through a single provider.
● More personalized, immersive video experiences: Give your consumers universal search and
recommendation capabilities across all content sources, parental controls across all devices, local and cloud-
based DVR storage, service provider-branded content stores, and other capabilities.
At the same time, Cisco Videoscape STBs help you to:

● Launch new cloud-based services such as universal search, remote scheduling, and home security and
monitoring to differentiate your offering in the marketplace
● Support new services and business partnerships with an open ecosystem that offers cloud-hosted
content and applications, an open, standards-based application framework, and support for multiple DRM
technologies
● Enhance personalization and services over multiple screens with Cisco Conductor for Videoscape
capabilities, including user profiles, device management, and presence
For more information about Cisco Videoscape STBs, visit http://www.cisco.com/en/US/products/ps11500/index.html.

Cisco Videoscape Soft Clients
Cisco Videoscape Soft Clients reside on a variety of different devices, from televisions to tablets, and provide a
common interface between managed and unmanaged devices, and the service provider cloud. These software
clients can be embedded in Cisco CPE devices such as Cisco Videoscape Media Gateways and STBs, as well as
IP-enabled consumer electronics devices, smartphones, gaming consoles, and more.

The Cisco Videoscape Soft Client for Unmanaged Applications is available now for PC and Mac through Cisco
Videoscape Media Suite assets. This soft client will be available for Android, iPhone, and iPad applications in the
future.


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With Cisco Videoscape Soft Clients, you can:

● Provide a customized streaming and download experience today on unmanaged devices
● Extend the full menu of cloud-based content to any managed CPE device, including live and on-demand
TV, premium high-definition video, online sources, and full trick-play and DVR capabilities
● Enable multiple content monetization models (for example, download to own, rental, and advertisement-
supported)
● Give consumers an offline experience with download options
● Deliver an immersive experience with in-browser players in Flash or Silverlight that include:
◦ Full trick-play controls, playlist carousel, and multiple resolutions
◦ Social media tools with the ability to email content or links to a friend, post to social networks, or embed
code in a blog
◦ Advertisement insertion and metering
◦ DRM support
● Integrate unmanaged devices into the cloud and the intelligent network, with support for device-specific
content delivery
● Create catalog and channel browser widgets to provide intuitive navigation
● Customize the entire experience with a full software development kit
● Enhance home networking and connectivity by giving customers the ability to manage multiple devices
and services through the service provider cloud
For more details about Cisco Videoscape Soft Clients, visit

Cisco IP Next-Generation Network Solutions
Tomorrow’s media experiences may be powered by the cloud, but delivering those experiences to consumers,
efficiently and with high quality, requires an intelligent network infrastructure. Achieving consistently high quality,
however, is not a simple task. Video applications have stringent performance and resiliency requirements. Even a
single lost video packet may result in a visible impairment to the end user, especially in modern video services that
use compressed video applications and compression algorithms based on frame prediction, such as MPEG.

To successfully deliver high-quality cloud-based media services, the network infrastructure must be a lossless video
architecture: a highly resilient IP transport network that meets rigorous service-level agreement (SLA) requirements
for video. This requires:

● Building the network with ample throughput and capacity
● Minimizing delay, jitter, and network congestion with video-optimized quality-of-service (QoS) and traffic
engineering tools
● Eliminating packet loss with high-availability techniques
● Providing end-to-end service monitoring and management tools to verify that SLA requirements are being
met and to help you quickly identify and correct problems
Cisco can help you meet all of these requirements with Cisco IP Next-Generation Network (NGN) Solutions. These
solutions combine embedded video intelligence with exceptional scale, performance, lossless transport, and nonstop
availability to provide immersive media experiences. The solutions let you create a medianet - an infrastructure that
is network-aware, media-aware, and device-aware, and optimized for video applications and communications. As a
result, you can:


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● Assure a consistent subscriber experience over multiple endpoints
● Simplify operation with hitless switchover and inline video monitoring
● Reduce total cost of ownership (TCO) through efficient service multiplexing (video, voice, data, and
mobility)

Cisco IP NGN Video Optimized Transport Solution
The Cisco IP NGN Video Optimized Transport Solution provides an intelligent, highly reliable transport network for
cloud-based media and applications. Built on a proven medianet architecture, this solution provides embedded
media intelligence to let you extend any type of content, over any network, to any consumer device.

The Cisco Video Optimized Transport solution draws on the industry-leading scale, resiliency, and embedded video
intelligence of the Cisco service provider IP routing and video back-office infrastructure portfolio. These advanced
solutions provide:

● Industry-leading scalability and performance to support more high-definition content, more applications,
and more immersive consumer experiences
®
● Nonstop availability with the Cisco IOS -XR carrier-class operating system in core and aggregation
platforms, supporting lossless reconvergence and hitless in-service upgrades
● Lossless video transport for a high quality of experience
● Service flexibility with the ability to converge all video, data, voice, and mobile services in a single
infrastructure
● Video-grade resiliency to assure consistently excellent quality
● Simplified operation with comprehensive management and inline video monitoring tools that eliminate the
need for standalone probes
● Lower TCO through an end-to-end IP transport architecture that efficiently converges all services
The Cisco Video Optimized Transport portfolio includes the following.

● Cisco Carrier Routing System (CRS) Series Routers: These routers deliver industry-leading performance,
advanced service intelligence, and carrier-class availability. As the core network foundation of Cisco
Videoscape media delivery, the Cisco CRS-1 router provides outstanding resiliency and lossless video
transport.
● Cisco ASR 9000 Series Aggregation Services Routers: Cisco ASR 9000 Series routers are engineered to
provide a Carrier Ethernet foundation for video service delivery and to address the massive surges in video
traffic through IP networks.
● Cisco 7600 Series Routers: The Cisco 7600 Series is the industry’s first carrier-class edge router to offer
integrated, high-density Ethernet switching, carrier-class IP/MPLS routing, and 10-Gbps interfaces, helping
you deliver both consumer and business services over a single converged Carrier Ethernet network.
● Cisco DCM: Cisco DCM solutions provide a full range of advanced video processing, transcoding, and
gateway functions to support the Cisco Videoscape solution, as well as hitless switchover.
● Cisco Video Assurance Management Solution (VAMS): Cisco VAMS is a standards-based solution that
provides real-time monitoring, troubleshooting, and management of video services. The Cisco VAMS modular
and integrated architecture helps to promote flexibility and growth to accommodate a broad range of current
and future needs. Cisco VAMS combines management and monitoring tools for every layer of the transport
network into a single powerful user interface to help you quickly isolate and address issues. For example, one
of the defining features of Cisco VAMS is that it provides a direct correlation between the video and IP
network identifiers for each program or channel. This allows operators from different disciplines to understand


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the event and initiate appropriate corrective action. Cisco VAMS is distinctive in its capacity to correlate
network details for each channel in a single alarming system.
● Cisco Inline Video Monitoring: Integrated with Cisco VAMS, Cisco Inline Video Monitoring gives you full
visibility into video quality across the entire transport network, including cumulative and historic video metrics
on a per-port basis. This solution reduces the total cost of ownership of your network by eliminating the need
to deploy and manage a system of standalone video quality probes.
To learn more about the Cisco IP NGN Video Optimized Transport Solution, visit
http://www.cisco.com/en/US/netsol/ns1110/networking_solutions_solution.html.

Cisco Advanced Video Services Module: Video Intelligence at the Aggregation Edge
To help you deliver Cisco Videoscape experiences more easily and cost-effectively, Cisco has embedded Cisco
CDS intelligent TV and Internet content delivery capabilities in the Cisco ASR 9000 Series Aggregation Services
Router with the Cisco Advanced Video Services Module (AVSM). The Cisco AVSM extends content and media
services to the aggregation edge, providing:

● Gigabytes of media-streaming capacity
● Terabytes of content-caching capacity
● Advertisement insertion
● Fast channel-change services
● Bit error correction to assure high quality over error-prone last-mile networks
● Transparent integration into a content delivery network powered by the Cisco CDS
The Cisco AVSM eliminates the need for standalone content delivery elements at the network edge, providing
intelligent streaming and caching capabilities that support the delivery of content and advanced services closer to
the user. By delivering these Cisco CDS capabilities as a blade for the Cisco ASR 9000 Series Routers, the Cisco
AVSM benefits from all the high-availability characteristics of the routers, and simplifies your network infrastructure.

Cisco Converged Cable Access Network
Even as managed services operators move to IP in some parts of their networks, many still rely on previous-
generation cable access infrastructures designed to deliver services only to the TV. These older networks carry high
operating costs and make it difficult to integrate cloud-based content and applications into the TV experience.

The Cisco Converged Cable Access Networkprovides a DOCSIS 3.0 access platform to help you migrate to an end-
to-end IP infrastructure. The solution lowers costs, increases scalability, and lets you bring new cloud-based content
and applications to the TV experience.

The Cisco Converged Cable Access Network provides:

● Industry-leading DOCSIS 3.0 scalability with new 3G60 line cards that deliver 10 times the capacity and 20
times the speed of DOCSIS 2.0 solutions, at a fraction of the cost per channel
● Reduced TCO with the ability to converge all services - digital video, IP video, voice, and broadband data -
onto a single shared infrastructure
● Increased service velocity with the ability to develop and rapidly deploy new services with web-based
toolkits and capabilities
● Easy migration path to upgrade your deployed cable assets to an all-IP infrastructure


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Cisco 3G60 Line Cards: Unleash the Power of DOCSIS 3.0
Cisco cable modem termination system (CMTS) solutions provide industry-leading universal broadband routers and
line cards to help you take full advantage of the scale, flexibility, and cost-efficiencies of DOCSIS 3.0. Now, Cisco
offers a new cable access solution designed specifically to help you deliver immersive cloud-based experiences to
your subscribers.

The 3G60 line card for the Cisco uBR10012 Universal Broadband Router provides:

● Industry-leading DOCSIS 3.0 scalability, with support for 576 downstream and 480 upstream channels per
chassis - 10 times the channel capacity of DOCSIS 2.0 solutions
● Faster speeds, providing up to 1 Gbps downstream with 24-channel bonding - 20 times the speed of
DOCSIS 2.0 solutions
● Lower cost per channel due to a higher channel capacity, delivering services at 1/10 the cost of DOCSIS
2.0 solutions
● High availability with redundancy options for both line cards and RF edge gateways
To learn more about Cisco solutions for cable operators, visit http://www.cisco.com/go/cable and
http://www.cisco.com/go/3G60.

Cisco Content Delivery System
Central to the Cisco Videoscape cloud vision is the ability to deliver immersive experiences and any type of IP
content to any device. But how can you make this vision a reality?

To maintain a high quality of experience, scale services, and keep costs under control, you need to be able to cache
multiple types of content close to subscribers and intelligently stream that content to a variety of connected devices.
Today, most service providers either outsource these functions to third-party CDN providers or use in-house
proprietary streaming systems. Neither option is ideal, however, for implementing the Cisco Videoscape vision of
universal content and access.

Proprietary systems limit flexibility and content options, and can be difficult and expensive to scale. Outsourced CDN
services carry recurring monthly costs and prevent you from realizing the full value of your network infrastructure.
Why should service providers outsource CDN capabilities when they already own the most advanced IP networks in
the world? Why not use your network as a strategic asset?

A Next-Generation Media Delivery Platform
The Cisco Content Delivery System provides an intelligent, video-optimized CDN platform to provide personalized
media delivery. Cisco CDS incorporates TV streaming for high-quality content delivery to digital TVs and STBs, as
well as Internet streaming to deliver content and applications to any connected IP device. Designed for the next
generation of cloud-based video experiences, Cisco CDS can ingest, store, and deliver live and on-demand content
and applications flexibly, cost-effectively, and with optimal scalability.

With Cisco CDS, you can integrate live video and media files from your own hosting centers or from content provider
servers. Cisco CDS dynamically duplicates the video streams and distributes them at the closest point to the
consumer. You can also cache content within your network close to end users, reducing video traffic on the core
network and improving the overall subscriber quality of experience.


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As a primary component of the Cisco Videoscape solution, the Cisco CDS provides:

● Improved bandwidth efficiency and lower costs with dynamic routing technologies such as proximity,
dynamically determining the closest source of any requested content and the lowest-cost route to deliver it
● Total flexibility with an open, flexible architecture that supports almost all common TV and web video
formats, such as MPEG, standard definition, high definition, HTTP, Microsoft Windows, Adobe Flash, Apple
QuickTime, and Third-Generation Partnership Project (3GPP)
● Advanced streaming through a variety of popular streaming technologies, including all variants of Adobe
Flash and Microsoft Windows Media streaming
● Expanded reach with adaptive bit-rate streaming technologies that help you deliver a consistent quality of
experience even when customers are accessing content over the unmanaged Internet
● Scalability with embedded intelligence that automatically identifies and caches the most popular content
close to subscribers, and lets you scale content storage and streaming resources separately as local needs
change
Cisco CDS also supports new revenue opportunities and strengthens the value you can provide to content providers
and online video partners. With an in-house CDN and advanced traffic management tools, you can maintain full
control of content delivery from ingestion to consumption, and assure a high quality of experience. In addition, with
an open architecture and broad web protocol support, Cisco CDS provides a versatile platform for supporting new
partnerships with almost any content or application provider.

To find out more about Cisco CDS, visit http://www.cisco.com/go/cds.

Cisco Services for Videoscape
Central to delivering the Cisco Videoscape vision is taking a phased, system-level approach to implementation, with
the back-office cloud, the network, and clients evolving together as one. To achieve this, you need to be able to plan,
design, implement, and operate all aspects of the solution as a single, harmonious system. Most important, you
need to be confident that you can bring new capabilities to market at the proper time to stay ahead of competition
and do so with as little risk as possible.

Your migration to a next-generation video solution will require careful planning, taking into account the architectural,
technical, and operational implications of the deployment. As your partner, Cisco Services brings the expertise to
help you successfully adopt new architectures, deliver the entire solution, and help ensure a smooth transition as
you proceed.

Cisco Services offerings cover all aspects of the Cisco Videoscape portfolio - cloud, network, and clients - to deliver
a comprehensive solution (Figure 4). Using a lifecycle methodology, Cisco Services can help with:

● Migration of your existing network infrastructure to support IP video
● Integration of the end-to-end video solution, and integration with your operational environment
● Customization of the Cisco Videoscape solution to address your unique requirements
The complete suite of professional services also includes postdeployment support to help you operationalize and
assure the end-user experience.


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Figure 4. Cisco Services for Videoscape Portfolio

The Cisco Services organization has a proven track record of successful deployments. Cisco brings together people
with deep IP and video expertise, best practices, advanced tools and platforms, along with industry-leading Cisco
technologies to deliver a complete solution. With a flexible engagement model customized to address your unique
requirements, and assurance backed by SLAs, Cisco Services can help mitigate any risk and accelerate your time to
market.

Cisco and Service Providers: Reinventing TV. Together
The future of TV and media entertainment is here, powered by the cloud. With the Cisco Videoscape solution, you
can reinvent the TV experience for your customers and position your network as the main enabler of tomorrow’s
immersive, ubiquitous media experiences.

Cisco is ready to be your partner in this journey. Only Cisco can provide:

● A comprehensive IP video architecture that encompasses the back-office cloud, the media-optimized
network, and client solutions, all working together to deliver unified, immersive experiences
● A premium quality of experience that surpasses “best-effort” media delivery by drawing on embedded
intelligence that extends across the cloud, network, and clients
● Investment protection through a clear migration path that lets you develop and monetize new services now,
while providing the foundation for more advanced future capabilities
● End-to-end lifecycle services that take you through the preparation, planning, design, implementation,
operation, and optimization stages of your cloud-based IP video architecture
● Proven industry leadership providing innovative video back-office, CDN, IPTV, CPE, and data center
implementations for many of the largest, most successful service providers

For More Information
To learn more about the Cisco Videoscape solution, visit http://www.cisco.com/go/videoscape.


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