Service providers seek to deploy next-generation interactive, immersive, and profitable video services that reach any device with any content, anytime, anywhere. This requires a managed evolution to a much more powerful, scalable, end-to-end video infrastructure. Here we present a Media Data Center architecture for a scalable, video-aware delivery model that offers virtualization of services and subscriber applications, employs content delivery networks and adaptive bit rate methods, unifies support for MPEG and Web protocols, employs a cloud-based network design, and leverages video intelligence throughout the network, while interworking with legacy MPEG TV systems.