
SVG Sit-Down: Cisco's Bryan Bedford on Providing End-to-End Support for Clients, How Industry Trends Impact Workflows New venues, production partners deploy various pieces of the Cisco ecosystem By Kristian Hern ndez, Senior Editor
Thursday, April 17, 2025 - 7:00 am
Print This Story | Subscribe
Story Highlights
From reliable dependability and routing that power IP-based facilities to full network connectivity and security, ensuring seamless and smooth productions, Cisco has developed a thorough and overarching portfolio of solutions to serve sports-video production. The digital-communications-tech company's work in sports has continued to grow over the years, deployed at such venues as SoFi Stadium and Intuit Dome in Los Angeles and for major tentpole events like the 2024 Summer Olympics in Paris and the U.S. Open.
During NAB 2025, Cisco Industry Sales Director Bryan Bedford sat down with SVG to explain what the company aimed to accomplish there, how its wide array of services and relationships with systems integrators involve Cisco in new sports venues across the country, and what the impact of artificial intelligence and other industry trends will be on the in-person fan experience.
What overall message or philosophy is driving Cisco's presence on the show floor?
We have a renewed commitment to this industry every year. Certainly, the move to a SMPTE 2110 network or some sort of cloud workflow is top of mind for everybody. Those [topics] are near and dear to us, but our presence is to show how we connect everything together end to end. Whether it's a truck, a broadcast facility, or a control room inside of a stadium, we want to make sure that they're looking at the entire picture. That means core converged networks and high-density Wi-Fi for stadiums and connectivity and SMPTE 2110 deployments for broadcast. We also are dealing with digital signage and our VisionEdge product, so we're considering the security and observability for the platforms that support that.
Cisco presented new ideas and workflows at its NAB 2025 booth in the LVCC's West Hall.
We also have a number of new products that are being showcased this year. We're showing innovation around network assurance and understanding predictability for things that happen inside all these production areas, both onsite and through remote production.
We're introducing new technology around cybersecurity and artificial intelligence, but it all comes back to our renewed end-to-end scope. From service providers and telecommunication partners to systems integrators to partners within our ecosystem, broadcast as a service, telco partner, systems integrator, ecosystem partner, we want to see how they all work together with our tools and technologies that help solve business problems for their customers.
What are some recent control-room builds that Cisco was a part of? How is the company leveraging relationships with systems integrators to market end-to-end solutions?
We're at the point now where we're seeing half a dozen to a dozen new construction builds in North America. We've been involved with Diversified's work with the Seattle Mariners at their control room in T-Mobile Park, ES Broadcast's work with the Atlanta Falcons at their control room in Mercedes-Benz Stadium, as well as SMU's new control room that opened in Fall 2024. We're able to team up with the systems integrators to get our gear in those spaces. We're ubiquitous in the market, so we win our fair share of projects. We're continuing to build off what we installed last year at Intuit Dome. That venue is a model for how we approach our projects: since customers don't necessarily want bespoke partners for certain aspects of a build, we consolidate vendor selection for them. We're able to make the process so much simpler because we can take eight to 10 categories [on at once] instead of having them piece everything together themselves
In the venue market, every team is coming to us about how we can help them save on cost and operationalize their building because they don't have large IT or broadcast teams. Through our platforms and business strategy, we believe, we can do those things.
What industry trends are currently impacting your business, and what might impact it in the future?
I think there are some trends relative to broadcast, but, inside sports venues, there are some broader trends that aren't necessarily broadcast-specific. There's a big effort around frictional commerce. [For example,] at Intuit Dome, there are 45 frictionless commerce stations.
You're also going to see some more things that we're working on that will impact edge workflows in AI, because, right now, there's not enough processing at the edge since it's all at the data center. We're also doing things at the edge on the compute side that will be very transformational. That will impact trucks, broadcast environments, and inside the stadium. Since we're the digital infrastructure that everybody's building off of, technologies that we're working on will become the new platforms that everybody builds on and innovates from.
On the SMPTE 2110 side, we [as an industry] are nowhere close to being at the top at this point. I think we're working our way up on the bell curve, so we're still a year or two away. We've certainly had our early adopters, but the ecosystem is still not fully matured on the edge on all those devices and applications. We're 85%-90% there, but there are still workflows that I think need to happen.
We've also seen, over the last year or two, that everyone has made the jump to the cloud, but I think that's coming back to the center of costs. Everyone is still figuring out what they need on-prem and what can be used in a hybr
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
27/05/2026
Telestream has announced that its Board of Directors has appointed Benjamin Desbois as Chief Executive Officer, effective July 1, 2026. Desbois, currently Teles...
27/05/2026
ESPN garnered 10 awards; NBC's Sunday Night Football received the Outstandin...
27/05/2026
Matrox Video is celebrating its 50th anniversary, marking five decades of operations from its headquarters in Montreal, Canada. Founded in 1976, the company has...
27/05/2026
Major League Baseball has announced a series of initiatives tied to America's Semiquincentennial, including a national marketing campaign, Fourth of July br...
27/05/2026
Advanced Systems Group (ASG) has announced that Brian Gross has joined the company as an Account Manager on its Audio team, based in the Burbank office. He will...
27/05/2026
Nielsen has released new research on soccer fandom ahead of the FIFA World Cup 2...
27/05/2026
ESL FACEIT Group (EFG) has unveiled a new partnership with TikTok to bring broad...
27/05/2026
FIFA's Oscar Sanchez gives a deeper look to how this tournament will be cove...
27/05/2026
The soon-to-be senior from Charlottesville is building her skills in replay, TD, and even creative content for HokieVision and its ACC Network productions
In t...
27/05/2026
FOX Sports' Mike Davies breaks down the vision for this summer's showcas...
27/05/2026
HBS's Paul King, FIFA's Oscar Sanchez preview how the masses at home wil...
27/05/2026
FOX's MLB coverage dominated the night at the 47th Annual Sports Emmy Awards...
27/05/2026
One of the most memorable Postseasons in baseball history would have had no memo...
27/05/2026
NBC's Sunday Night Football is among the most decorated and most watched programs in the history of television. It added to its jam-packed trophy case on Tu...
27/05/2026
The 2026 Sports Emmys marked a watershed moment for Prime Video Sports. After bu...
27/05/2026
With the Opening Match just over two weeks away, the entire sports-production-te...
27/05/2026
Spotify already brings together listeners' favorite music, podcasts, and audiobooks in one place. Now, we're trialing a new format that expands the cont...
27/05/2026
The best podcast moments deserve more than just a mental note. That's why today, we're making those moments easier to save and share with clips.
Whethe...
27/05/2026
On Purpose is one of the most popular podcasts in the world, known for conversat...
27/05/2026
On May 8, 1,500 of Olivia Rodrigo's top fans gathered in Barcelona's Tea...
27/05/2026
Hybrid design combines large-diaphragm capsule & ribbon
JZ Microphones have teamed up with Grammy-winning producer and engineer Marc Urselli to develop a ne...
27/05/2026
Three new plug-ins inspired by classic tape effects
AIR Music Tech's latest release delivers a set of plug-ins that aim to capture the character, moveme...
27/05/2026
Piano played on the edge of silence
The Crow Hill Company's Vaults collection offers a continual rotation of instruments that are given away for free fo...
27/05/2026
Recreates Moog's iconic Memorymoog polysynth
Arturia's vast software instrument range offers a combination of new and old, with innovative modern so...
27/05/2026
Offers loudness levelling for speech and dialogue
Accentize have built up a solid reputation with their audio-restoration tools, and their latest plug-in is...
27/05/2026
10,000 units strong - The Rohde & Schwarz R&S M3SR Radio 4400 Rohde & Schwarz celebrates a major manufacturing milestone, producing its 10,000th R&S M3SR Radi...
27/05/2026
The XL Converge 300P radio system emerges with a groundbreaking feature set enhancing the mission-critical communications of public safety, federal and critica...
27/05/2026
Pairing Two47 MCX software with existing LTE networks means tailored system upgrades that can save time, money and lives....
27/05/2026
PAC-3 MSE offers improved range, speed, and maneuverability, making it an effect...
27/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/05/2026
Star Trek VFX: Recreating John Knoll's Iconic Warp Stars without a Slitscan ...
27/05/2026
Adventure World Uses Blackmagic Replay for Marine Live
Brie Clayton May 27, 2026
0 Comments
Large screen displays and slow motion replays dynamically ...
27/05/2026
Berklee Alumna and Assistant Professor Olivia P rez-Collellmir to Premiere Origi...
27/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
27/05/2026
Co-founder Dan Castles to transition to Executive Chair; internal promotion reinforces continuity and long-term growth
Telestream, a global leader in media wor...
27/05/2026
Big Blue Marble today announced that its Nakolos platform is the first end-to-end 5G Broadcast solution worldwide to implement the complete feature set introduc...
27/05/2026
Lightware recently hosted the Girls' Day event in April at its headquarters in Budapest, welcoming students for an interactive introduction to engineering a...
27/05/2026
27 May 2026
VEON's Kyivstar and Uklon Launch Ukraine's First Live Testi...
27/05/2026
May 27th, 2026 May 27, 2026
Press Materials Available Here
TRIBECA X Announc...
26/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
26/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...