By Mitch Weinraub,Thomas Engdahl, Joshua Seiden, Comcast Media Center
The cable industry is working aggressively to expand the range of services that meet consumers demand for personalized programming. In order to deliver these new services efficiently, the industry is changing its video delivery infrastructure towards architecture that is open and network –based, connecting headends to backbone networks and using data to drive events.
From its position at the intersection of programmers, advertisers, application developers, MSOs and hardware manufacturers, the Comcast Media Center (CMC) has been able to develop a unique perspective on the current state of systems development and the gaps that are yet to be resolved. From this intersection, it has become apparent that the cable systems serving standalone markets will want to join larger MSOs in expanding their level of connectivity, both vertically and horizontally, in order to the opportunities that are emerging succeed in today’s market place.
The connections that the cable industry is making fall into two primary categories.
First, the industry will want to create tighter connections to existing partners and other MSOs. Second, the industry is extending its connections to key partners in the media and entertainment industry and to advertisers.
Perhaps more importantly, cable systems will also want to expand the connectivity initiatives that involve seemingly competitive industries, such as mobile media providers and internet advertising structures.