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...
29/05/2026
With InfoComm 2026 just weeks away, NDI is giving attendees plenty of reasons to...
29/05/2026
Reaffirming a partnership that has defined Canadian sports broadcasting since 19...
29/05/2026
Mobile/tablet is No. 2 device for watching TV, suggesting that the sports-production industry needs to take another look at the format
Ring Digital's Sprin...
29/05/2026
Berliner Ensemble, one of Berlin's five major theater companies, has expande...
29/05/2026
Solid State Logic will showcase its new compact, fly-away TCA Tour audio product...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, passed away last month on April 12 ...
29/05/2026
Paramount+ will be the English-language U.S. home for Barclays Women's Super...
29/05/2026
Further strengthening its virtualisation strategy to fully support broadcasters ...
29/05/2026
Swiss broadcaster Canal Alpha has deployed Harmonic's award-winning, software-based XOS Advanced Media Processor to modernize playout operations across cant...
29/05/2026
PTZOptics will showcase a new generation of intelligent video workflows at InfoComm 2026, June 17-19, Las Vegas. Visitors to booth N8227 will see how PTZOptics ...
29/05/2026
Arizona's Family has launched the Arizona's Family Sports (AZFS) streaming app, a new direct-to-consumer destination for live, local sports. The app is ...
29/05/2026
Starting in 2027, DAZN will be the exclusive home of The Canadian Football Leagu...
29/05/2026
Comcast Business has detailed the advanced network infrastructure it has deploye...
29/05/2026
In two-day event, leaders from academia and industry explored solutions to chall...
29/05/2026
The Basketball Tournament (TBT), now entering their 13th year of competition, ha...
29/05/2026
Roku has launched FOX One as a Premium Subscription on The Roku Channel in the U.S. Roku customers can now subscribe to FOX One using their Roku account for liv...
29/05/2026
In its sixth year, the broadcaster's coverage has become a global brand and ...
29/05/2026
Ratings Roundup is a rundown of recent ratings news and is derived from press re...
29/05/2026
The days are getting longer, the temperatures are rising, and playlists are filling up for the season. With summer around the corner, Spotify's global edito...
29/05/2026
New retro-inspired MPC announced
There are few devices that have gained the status held by Akai Pro's MPC range, and in recent years, the company have s...
29/05/2026
Save up to 30 on acclaimed titles
Following a successful launch at Superbooth 2026, Bjooks have revealed that they will be continuing the Kickstarter campa...
29/05/2026
Binaural monitoring application improved
Genelec have just released an update that brings some powerful new features to their HRTF-based binaural headphone ...
29/05/2026
6 June 2026 at SAE Institute, London, UK
IMSTA FESTA 2026 is almost upon us, with some of the biggest names in pro-audio set to descend upon SAE Institute i...
29/05/2026
Gerald (Jerry) Pierce, a pioneering technologist who helped shape the digital transformation of the motion picture industry, died April 12, 2026, at his home in...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Comparing 5 AI Video Enhancers for Restoring Old Video Quality
Kate Luvis May 29, 2026
0 Comments
Digitizing VHS, MiniDV, and other legacy formats doe...
29/05/2026
Studio Hamburg Builds New Post Pipeline with DaVinci Resolve Studio
Brie Clayton May 29, 2026
0 Comments
Workflow replaces a patchwork of legacy tools...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/05/2026
At the Intersection of Music and Dance, an Epic Collaboration Boston Conservatory musicians and dancers found creative parallels in their recent performance o...
29/05/2026
Something fundamental has shifted in how people consume media. Audiences aren't abandoning television or radio content; they're just expanding how, wher...
29/05/2026
Youtube exclusive special drops today
Watch now
UKTV today announces another e...
29/05/2026
Back to All News
The Official Trailer of Physical 100 Italy, on Netflix From Se...
29/05/2026
At just 20 years old, Sean Melia from Summerhill Co. Meath has been revealed as the winner of Super Garden 2026. Sean is the youngest ever contestant and winner...
29/05/2026
Experimental HIV vaccine achieves a long-sought goal In a first for the field, all non-human primates given a new series of vaccines generated antibodies capabl...
28/05/2026
Thomsons Climate Crisis Toolkit is already being put to work, helping journalist...
28/05/2026
FOX Sports' MLB coverage dominated the night at the 47th Annual Sports Emmy ...
28/05/2026
One of the most memorable postseasons in baseball history would have had no memo...
28/05/2026
NBC's Sunday Night Football is among the most-decorated and most-watched pro...
28/05/2026
The 2026 Sports Emmys marked a watershed moment for Prime Video Sports. After bu...
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 
