From Colin Mann in Las Vegas

MTV Networks (MTVN) has teamed with Cisco to create an expanded, more efficient programming distribution platform using Cisco medianet products and technologies including MPEG-4 advanced video coding (AVC) and transcoding, Cisco TelePresence and Unified Communications systems.

Using MPEG-4 AVC, content owners can distribute a single high-definition (HD) programme feed for more efficient satellite bandwidth use. This MPEG-4 AVC HD signal can be transcoded to MPEG-2 HD, SD or analogue for reception by the vast installed base of MPEG-2-compatible cable set-tops. The Cisco MPEG-4 AVC HD encoding/transcoding platform will deliver 16 flagship HD channels for MTVN – eight channels each for US East Coast and West Coast feeds.

"For an media organisation as large as MTV Networks', it is imperative to constantly seek innovative ways to maximise your content portfolio," said Joe Simon, Senior Vice President and CIO, Viacom, who added that the broadcaster could efficiently expand the availability of HD programming for its flagship channels, which were in high demand by its viewers.

"Our customers are looking for comprehensive, unified solutions that deliver efficiencies today and pave the way for even more advanced capabilities in the futures, such as IP content distribution," said Brian Morris, vice president, global business development, media, satellite and broadcast business unit for Cisco.

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