Snell and Cisco Work Together for IP-enabled Broadcast Production


Real-time signal routing shown at NAB2014 based on best-of-breed collaboration

Last Updated: April 6, 2014 11:49 pm GMT
(NAB 2014, Booth N1820--April 6, 2014) Snell and Cisco today announced plans to enable real-time IP-based signal routing. Integration between Snell’s broadcast infrastructure and imaging expertise and Cisco’s world-leading IP and MPLS networking will be demoed at NAB 2014. The resulting combination of technology could enable broadcasters to exploit the benefits of IP routing without costly investments in proprietary infrastructure.

By deploying world-class, off-the-shelf, enterprise and carrier-grade IP routers, along with broadcast specific solutions from Snell, broadcasters could not only lower their initial investments, but continue benefitting from economies of scale. Unlike traditional broadcast-specific routing technology, IP-based routing costs scale with bandwidth – not with the number of signals supported. IP routing supports multiple signals per port, making the whole system more adaptable and efficient.

“Our relationship with Snell offers the potential for a unique opportunity for us to lead development of IP-based broadcast production,” said Charles Stucki, Vice President and General Manager, Service Provider Video Technology Group at Cisco. “By combining our advanced technologies and expertise with a deep understanding of the changing media landscape, we’re both well positioned and determined to transform the way broadcasters operate.”

IP real-time signal routing allows broadcasters to benefit from a distributed routing infrastructure that’s flexible and nimble. Unlike with traditional routing infrastructure, it’s possible to re-configure a system on the fly to meet changing production requirements.

In addition to integrating with existing file-based infrastructure and workflows, IP routing bridges the gap between current production workflows and cloud-based broadcast infrastructure. The use of familiar Snell router control surfaces and systems, between traditional SDI and IP routers provides near seamless integration from an operator perspective.

“IT-based technologies have been driving broadcast efficiencies for some time now, and we’ve already seen the move to IT-based systems for channel playout automation and master control, file-based storage and processing, and media asset storage/retrieval and management,” explained Robert Rowe, managing director, LiveTV at Snell. “Generic IT equipment is also increasingly able to handle more and more real-time video processing. Real-time IP signal routing is a natural progression from existing SDI infrastructure to interface seamlessly with generic IT equipment and broadcast data centers.”

About Snell:
Snell is a leading innovator in digital media technology, providing broadcasters and global media companies with a comprehensive range of solutions for creating, managing, and streamlining the distribution of content for today’s multi-screen world. Specializing in TV Everywhere and Live TV applications, Snell provides the necessary tools to transition seamlessly and cost-effectively to 4K UHDTV, file-based and 3Gbps operations, while enabling broadcasters to monetize and deliver their media assets across multiple distribution platforms. Headquartered in the UK, Snell serves more than 2000 broadcasters, post facilities, and global media companies in more than 100 countries through its worldwide team of sales and support personnel. More information is available at Snell is a Quantel Group Company.

About Cisco:
Cisco (NASDAQ: CSCO) is the worldwide leader in IT that helps companies seize the opportunities of tomorrow by proving that amazing things can happen when you connect the previously unconnected. For ongoing news, please go to


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