The world's video content leaders head to Las Vegas in a few weeks for the annual National Association of Broadcasters (NAB) convention, where a sustaining theme is how to get to "cloud scale" -meaning a media optimization weaving all through the content ecosystem, from the camera to the end screen (and whether that screen is hanging on the wall, or tucked into a back pocket.)

What is "cloud scale," you ask? Excellent question. To me, "scale" means launching new stuff that can grow quickly -without being greedy about physical space, taking too much time, costing too much, etc. That's usually what people mean, when they say "yes, but does it scale?" So in that sense, "cloud scale" is all of that, as it applies to virtualization and securely moving content production, distribution, and consumer experience elements into these cloud scale environments.

What is "media optimization"? It is making the infrastructure aware of the media applications and workloads (treating them as VIP tenants), and maintaining Quality of Service (QoS) and reliability without packet loss. All while ensuring that media applications behave in these new cloud/IP environments.

On the media/content side, what used to be a fairly straightforward ecosystem -acquisition, production, distribution and user experience -is careening toward IP distribution, programmable data centers, virtualized applications and personalized experiences. It's all an effort to optimize the lifecycle of entertainment video.

NAB is a natural proving ground for cloud scale and media optimization, because it's such a uniquely rich blend of entertainment stuff, and technology stuff, which is pretty much where we live!

Cisco will be there with details and demos about what it takes to build and operate a media-optimized infrastructure, so as to securely scale branded experiences. That means elastic data center and networking to support demanding video production and distribution requirements, combined with automated and simplified operations, to meet (endlessly!) evolving needs in a fraction of the time it currently takes!

It also means immersive experiences delivered directly to consumers, accelerating engagement and monetization -like streamlined publishing of video content to all devices, and flexible content management, monetization and protection across all platforms.

Here's a sampling of some of the capabilities we've been implementing with customers, which you can come see in our booth(Upper South Hall,#8502):

• New solutions to help broadcast media production transition from SDI to IP.
• A new, virtualized data center framework for running media applications and workloads from Cisco and third parties.
• The virtualization of primary distribution letting you rapidly extend control from uplink to downlink.
• Our Virtualized Video Processing platform orchestrating media applications and workflows across hybrid cloud environments.
• Our Infinite Video solution providing a cloud-based OTT platform for multiscreen live, linear and video-on-demand services.
• Security solutions for media and broadcast, extending from data center and networking environments through video content and service protection.

Off the show floor, we have a long list of speakers who will share their insight on the drivers of change in the media industry and how to be prepared. Our own Dave Ward, CTO of Engineering and Chief Architect at Cisco, will keynote an NAB Super Session titled, "Cisco Presents: Media In a World of Exponential Technology Changes," on Tuesday, April 19, from 12:30-1:30 p.m. in the South Hall, Room S222.

We have two execs participating in the Imagine Communications Imagine Live! Power Sessions on Tuesday, April 19: Bryan Bedford, Global Business Development, Partner Organization, Sports, Media & Entertainment Ecosystems at Cisco, will serve on a panel to highlight "Open Standards That Drive Innovation -The AIMS Alliance," Tuesday April 19, 10:00 -10:30 a.m., and Dave Ward will keynote a discussion on "Video's Five-Year View and What to Do About it Now," from 2:00 -2:30 p.m. in Booth#N2502.

We have several speakers presenting at the 'Connected Media / IP Theater' sessions Monday, April 18 -Wednesday, April 20 including:

• "Architecting the IP Replacement for SDI," Pradeep Kathail, Chief Software Architect, Cisco; Subha Dhesikan, Principal Engineer, Cisco.
• "A Stateless Virtualized Broadcasting Facility," Tom Ohanian, Senior Business Development and Media Segment Strategist, Cisco; Matt Caulfield, Principal Engineer, Cloud & Virtualization Group, Cisco.
• "Secure Multi-Sensory Digital Media Coverage Through Drones," Biren Gandhi, Distinguished Engineer and Strategist, Cisco.
• "Live Video Production and Next Generation Broadcast Video with IP," featuring joint speakers from Cisco and EVS.

Also of note is our Michael Koons, VP of Global Systems Engineering, will participate in a 'Leadership Summit Panel', on Sunday, April 17, from 1:00-1:30 p.m.

In the Twitter-sphere you won't want to miss our#CiscoChat on Monday, April 18, beginning at 9:00 a.m. PT where Cisco's Rajeev Raman, Director, Infinite Video, and Technology, Tom Ohanian and industry tech journalist and analyst Leslie Ellis will discuss "using the cloud as the next video platform." Join us and be part of the conversation by following @CiscoSP360!

In closing: We've invested heavily in cloud infrastructure and delivery -north of$2 billion, as well as security, and video -and currently support a growing list of more than 70 as-a-service-based Infinite Video customers, which went from "ok let's do it" to "up and running" in days/weeks, not months/years.

We're wired for agile methodologies, and everything that goes with the cultural and workplace shift toward continuous integration and continuous development. We're ready for cloud scale and media optimization. Are you? Come by, let's talk. Hope to see you there!