Cisco enters CM space with ExtendMedia acquisition

Cisco Systems Ottawa Bluesfest 2008 Roots Stage

IP giant takes to the big stage

Move into video content shakes and rattles media markets

by Paul Quigley

ECMPlus – Cisco Systems has made a play for the burgeoning content space with a surprise acquisition of video content bellwether ExtendMedia for an undisclosed sum.

According to the networking giant, the move into the video content delivery platform space is part of a wider service provider strategy for rich media and advertising services.

Commentators have suggested Cisco’s play may well be another death knell for cable TV operators as more and more TV and video content is watched over IP rather than terrestrial or satellite-based delivery.

Sources close to the deal indicate that Cisco is keen to see off competitors in the video space such as YouTube and others, and that it has the capacity to carry such data volumes as video requires.

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