Cisco Hones In On ExtendMedia

Acquisition will bolster IP video delivery expertise

By Glen Dickson -- Broadcasting & Cable, 8/26/2010 12:00:48 PM

Cable transmission and Internet networking giant Cisco announced that it intends to acquire privately-held ExtendMedia, a provider of software-based Content Management Systems (CMS) for Web video publishing that competes with companies such as Brightcove and Comcast subsidiary thePlatform.

Cisco said the deal will allow it to help service providers deliver multi-screen offerings as the market transitions to IP video, and that Extend's CMS software will integrate with Cisco's current IP video offerings and be a core component of Cisco's next-generation video architecture. 

Financial terms of Cisco's deal for Newton, Mass.-based Extend, which has the majority of its employees based in Toronto, were not disclosed. Cisco said the acquisition is subject to various standard closing conditions and is expected to be complete in the first half of Cisco's fiscal year 2011.

Upon the close of the acquisition, the majority of the ExtendMedia team will be integrated into Cisco's Service Provider Video Technology Group, and the company's sales and professional services teams will integrate into the Cisco Sales and Advanced Services organizations.

"As the video market transitions and consumers expect multi-screen engagement, service providers are enhancing their infrastructure to manage and deliver video to any device while providing a rich user experience," said Enrique Rodriguez, senior vice president and general manager, Cisco's Service Provider Video Technology Group, in a statement.  "ExtendMedia will strengthen Cisco's position in the delivery of IP video services by enabling service providers to provide a more interactive and personal experience and to optimize quality for consumer viewing devices."