Cisco has a new vision for television. Well, it's not exactly "television" that Cisco was talking at the unveiling of its Videoscape architecture at the Consumer Electronics Show in Las Vegas. (Press release)
Television is just what most consumers relate to when they talk about that big screen in their living rooms. But from the CES stage today, Cisco chairman and CEO John Chambers said the vision is more about video on any device, over any network and on any size screen.
Sure, there's a lot that can be done in this space already - but the experience isn't seamless, nor is it easy. More importantly, this transformation to the new video experience that Cisco is talking about isn't a Cisco offering alone. The company sees this video transformation as an architecture made up of partnerships among everyone from service providers to content creators.
It was interesting that Chambers kicked off his news conference - which felt more like a keynote presentation - by placing a safe harbor statement on the meeting room screen, indicating that this is still a vision for the future for the company.
He spoke of the infinite amount of video being integrated into a networked experience that allows users to watch and interact with the content while also being able to socialize and communicate with others. He said:
It sounds simple but it's really not.... It really requires an architecture. You can't do it with individual pieces...
More importantly, he said, it has to be done right. That's the significance of the "architectural play" that Chambers repeatedly spoke of. He said:
If there's a different look and fell with every device, it will inhibit where we go... We think together with Cisco and partners, we can completely change the TV experience.
Cisco put together a very creative video to explain how this concept would work. Check it out below: