Today, BigBand Networks introduced its MSP2000, which is designed to help both cable and telco service providers deliver more personalized media services to their customers.

“It’s a platform that is put further out in the network to support the delivery of next-generation personalized applications like mosaics, faster channel changes, addressable advertising and interactive TV applications,” said Biren Sood, BigBand’s vice president and manager of cable. “This (MSP2000) can support unicast, but that’s longer term. This is an evolutionary step along the way to unicast.”

The MSP2000 is a network-based platform that can be deployed across a headend or hub. It uses off-the-shelf hardware coupled with BigBand’s software in order to help service providers deploy personal media applications with greater scale, affordability and higher performance than set-top boxes or consumer device-reliant approaches, according to BigBand.

“There are a lot of different ways to deliver personalized services,” Sood said. “A service provider can use pizza box devices or set-top boxes, but our approach is network-based. The network approach makes more sense because we can offer an integrated platform instead of stringing together different pieces.”

BigBand said the MSP2000 is in trials with various service providers around the world, while Sood said integration is underway with other vendors’ devices. The commercial rollout is slated for next year.

While the MSP2000 wasn’t designed to replace BigBand’s Broadband Multimedia-Service Router (BMR), it is 10 times faster. The MSP2000 is 12 rack units, compared with the BMR’s 13 rack units.

The MSP2000 features 200 Gigabits per second of switching capacity and supports both MPEG-2 and MPEG-4 H.264 streams in standard-definition (SD) and high-definition (HD) formats.

Sood expects cable operators to take advantage of the MSP2000’s capabilities for more granular addressable advertising through seamless splicing. While Sood didn’t mention Canoe Ventures specifically, the MSP2000 seems to have the needed density to help cable operators target ad zones based on demographic information.

BigBand’s cable customers include Comcast, Charter, Time Warner Cable, Cox Communications, Cablevision and Bright House Networks, while Verizon is one of its telco customers.

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