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SAM: Snell Advanced Media

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SAM announces strategic collaboration with Cisco
Posted on Friday, September 15, 2017

Snell Advanced Media (SAM) today announced its collaboration with Cisco to integrate Cisco’s IP Fabric for Media solution into its existing IP networking solutions, providing the broadcast sector with best-in-class IP solutions.

As part of the joint activity, both companies commit to offering a truly integrated IP networking solution to enable a seamless transition towards IP. SAM will design-in Cisco solutions with professional services as part of its IP solutions and resell the Cisco solutions, to include Cisco Nexus 9000 series switches and Data Centre Network Manager (DCNM) software-defined networking solution, as part of its IP global go-to-market strategy including studio, playout, OB trucks / fly-packs and remote production.     

Robert Szabó-Rowe, EVP and General Manager, Live Production and Infrastructure at SAM, made the following comment regarding the relationship: “Cisco is the number one switch supplier in the market and as part of our commitment to IP and our customers, today’s announcement is an important step in our IP strategy. By working with Cisco, we offer customers more choice and we also simplify the process for them, providing a single supplier approach, reducing risk as well as making deploying IP easier.”

SAM’s extensive IP product portfolio includes baseband conversion to/from IP, standards conversion and signal processing, production switchers, live replay and multi-viewers including a unified control and monitoring solution. SAM recently completed global IP projects with UEFA as well as deployments with BCE, Timeline Television and Vista Studios.

Bryan Bedford, Global Business Development, Strategy and Channel Lead, Sports, Media and Retail, at Cisco said: “Pairing SAM’s IP portfolio with Cisco’s offers us the ability to drive greater IP industry adoption. Our collaboration continues to help joint customers further the transitions from legacy architectures to IP and cloud, offering the speed and agility they need to launch new services.”

SAM will be demonstrating its IP solutions at IBC (booth #9A01) and will also be participating in the IP Showcase (E.106). 

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