This topic provides an overview of the milestones of the video evolution.

Understanding how humans see things must be the starting point for understanding video.

As humans, how we interpret what we see is based on survival: historically, we were either hunters or the hunted. We have sensors (our eyes) to detect what we see and transmit the data to our central processor (the brain), which makes some sense out of the data. The brain is programmed to make sense of the data, or images, based on what we expect to see even when we cannot see the full picture. For example:

• Imagine you are in a jungle of thin bamboo shoots, and a tiger is running toward you. Even though your view of the tiger is blocked by bamboo shoots, your brain still sees the tiger running. When there is very little bamboo, you can see the tiger clearly. However, when the bamboo is very dense, you cannot see much of the tiger and your brain receives less information about the tiger. This makes it difficult or impossible to create the image of the tiger running.
• Alternatively, if a cat is walking across a dark room, you don't see the cat very well, or you may not see it at all. If the light is turned on and off quickly, your brain receives a single snapshot, like a still picture image, of the cat. If the lights are turned off and on repeatedly at one-second intervals, your brain receives multiple snapshots and can build the flow of movement: the cat is walking, but there are lots of gaps in the movement. Turning the lights on and off at a faster interval means that the gaps get smaller and smaller, until the human brain no longer detects the gaps.

The early technologies of film are based on the concept of capturing a sequence of static pictures or photographs, called frames, in a flow. When the sequence is played back, the human brain interprets the steady flow of photos as moving pictures. The quality of the moving picture is affected by the number of frames per second just as, in the example above, you build a different picture of the cat's movement depending on the rate at which the lights are turned on and off.

The early moving pictures were created by manually moving images through a projector. This imprecise method has changed greatly over time, from the analog medium of film to digital technology. But all video is composed of captured still images that are displayed at a rapid rate to give the illusion of motion.

• All video concepts are based on the same principle of a steady flow of pictures. However, some may use an electrical representation of the picture (digital) instead of moving images through a projector (analog).

The human eye and ear receive analog input. Initially, video and audio technologies were analog. Analog video comes from light waveforms that are converted to electrical signals (electrical waveforms). Instead of converting all light waveforms, only three are used:

• Human vision is based on three colors; red, green and blue. These three colors are often referred to as the primary colors of light or the RGB color model. Humans perceive many color variations based on different combinations of these three colors. These three colors are the components of the light used for the video.

The frame rate defined as frames per second (fps) is an important factor for all video technologies. The human eye and brain can process about 12 separate images per second, perceiving them individually. Because of this, early films used between 12 and 24 frames per second. Frames per second are displayed as (fps).

• 24p, 25p, and 30p are the most common frame rates that are used in cinema and TV technologies. Analog film commonly uses 24p, where p stands for progressive.

Flicker can occur on video output due to a low screen refresh rate a number of frames per second. One solution to video flicker is to increase the number of frames per second. This requires more overhead, such as bandwidth. An alternative solution that does not require more bandwidth is interlaced scanning. In interlaced scanning, the screen image update process scans alternate lines of a frame for example, all the even-numbered lines to create one field to transmit. The next field will contain the odd-numbered lines of the same frame. Two fields are used to make one frame. So, if 60 fields are transmitted per second, the fps rate is 30.

• Interleaving reduces flicker because there are more frequent fields refreshing the screen, but the bandwidth is not doubled because the fps rate has not increased.

Interlacing has been introduced with composite video signals used with analog television. Interlacing is displayed as (fps)i, where i stands for interlaced.

• Analog film with either 25p or 50i uses the same number of frames per second (25), but the screen refresh rates are different.

Many frame rate variations exist, based on emerging standards that have evolved through the process of digitization.

In progressive scanning, the screen image update process scans all of the lines of a frame in sequence to create one field to transmit. Each field contains one frame. If 30 fields are transmitted per second, there will be 30 frames per second.

Video technology includes many different video aspect ratio formats that describe the video screen and video resolution. Video aspect ratio formats are commonly written as x:y, where x is the width and y is the height. There are two major aspect ratio formats in the TV industry: 4:3 and 16:9. Traditional TV uses 4:3 whereas a widescreen TV may use 16:9.

Digital video information is based on the number of vertical scan lines (screen height) and the pixel resolution. A pixel is the smallest single component of a digital image (dots per scan line). Many aspect ratios and pixel resolutions are used in different video technology markets. Different video formats combine differing frame rates, formats, aspect ratios, and pixel resolutions.

The following video format examples show frame rates and frame format, aspect ratio, and pixel resolution:

• 16:9 example: 1920 pixel width, 1080 pixel height, 30p. Commonly abbreviated as 1080p30.
• 4:3 example: 720 pixel width, 576 pixel height, 50i. Commonly abbreviated as 576i or 576i50.

Different video color standards have evolved. Some of the more common standards ate listed below:

1. NTSC is a standard that is used in North America and Japan. It has the ability to display up to 525 lines of resolution using a refresh rate of 60 interlaced fields per second. The 60 corresponds to the electrical system frequency (60 Hz).
• Only 480 of the 525 lines can be active. The remaining lines are used for synchronization, color bursts, and formatting.

1. PAL, a standard that is used almost everywhere else in the world, has the ability to display 625 lines per frame, of which 576 carry picture content using a refresh rate of 50 interlaced fields per second (50 Hz).
• Only 576 of the 625 lines can be active. The remaining lines are used for synchronization, color bursts and formatting.

1. SECAM is another video color standard that is used around the world. It can be found in France, parts of Greece, Eastern Europe, Russia, Africa, and a few other parts of the world.
• 625 lines. Only 576 of the 625 lines can be active.

Many digital resolutions today are based on the initial 480 lines that are used in NTSC and 576 lines that are used in PAL.

Digital video resolutions are not based on lines and refresh rates as in analog video, but pixels. However, the digitizing process of analog video information is still based on PAL and NTSC as the main video formats. For example, digital video resolution using 720 pixels per line results in the following:

• NTSC compatible digital video: 720 x 480 pixels
• PAL compatible digital video: 720 x 576 pixels

Signal processing and transmission is based on analog and digital information. Signals are analog or digital information that is processed within a system and may be exchanged between source and destination systems through a transmission channel. The signal processing and transmission can be analog or digital.

An example of an analog audio source system is a microphone transmitting the analog audio signal through a cable to an audio mixer or a video conference system.

An example of a digital audio source system is a PC transmitting the digital audio signal through a cable to a video recorder or a video conference system:

• The PC receives an analog audio signal from the microphone which is converted to a digital signal. The digital audio signal is sent from the PC to the video conference system.

An example of an analog video source system is an analog video camera transmitting the analog video signal through a cable to a video recorder or conference system.

An example of a digital video source system is a digital video camera digitizing the analog video input signal and transmitting the digital video signal through a cable to a video recorder or conference system.

The destination system does not need to be the final system where the audio and video output can be consumed. It can also be an intermediate system.

• The source system is an analog video camera transmitting the encoded information as an analog signal to a video transcoding system. The video transcoding system digitizes the incoming analog signal to digital information and sends it digitally to a video recording system.
• The source system is an analog microphone transmitting the analog signal to a video conference system. The video conference system digitizes the analog audio information and transmits the signals through a network to another video conference system. The receiving video conference system decodes the digital audio to analog information and transmits the information via an analog audio connection to a connected sound system.

Humans perceive the world in analog. Everything that we see and hear is a continuous transmission of information to our senses. Analog signal processing and transmission are based on continuous information.

Analog thermometers are based on predictable fluid extension, which is a continuous sensor. Analog compasses are based on the magnetism of the earth. Analog scales are based on balancing two weights with grid.

The advantage of analog information is that it includes continuous information of almost all data. The evolution of signal processing is based on analog signals; even though digital technology has evolved, analog audio and video equipment are still in use.

The processing, transmission, and storage of analog information includes a lot of data, resulting in complex processing. As more information needs to be transmitted, the transmission channel needs to support more bandwidth and storage needs more space. High-quality video processing and transmission is based on very high transmission information data rates.

Digital information processes analog data using only ones and zeros.

Compared to continuous information (represented in the figure by the curve), digital information is discrete and based on numeric values. These values can be thought of as steps along the curve. The process of digitizing analog information includes the discretization of the value at a given time. This digitizing process samples the analog curve and matches it to the nearest digital step. The number and size of the digital steps defines the accuracy of the process. Higher digitization accuracy results in more data.

Digital thermometers, compasses, and scales measure analog information, since the input information is analog. But the processing and the output information is digital.

Digital information is based on only two values, which are easier to process and transmit. Mathematical algorithms, including compression, can be used to process the information high-definition video includes a lot of information, resulting in very high data rates without compression technologies.

Digital receiving systems receive only ones and zeros, so they can only approximate the original audio and video signal. Analog data is more precise than digital data.

Video applications can be broken down into four different video service concepts, which provide the common base video application services that other fundamental video service concepts rely on:

• Video broadcast: Distribution of live or recorded video to a large number of users
• Video conferencing: Real-time communication with video between two or more users
• Video surveillance: Operator-based observation and recording of video
• Digital media content: Recording, editing, and distribution of video and other digital data between users and services

Video broadcasting is the distribution of video to a large number of users to consumers through a broadcast network. Video usually includes audio, if it is not a silent movie. The first broadcast networks were air-based using antenna systems. Video broadcasting supports live and recorded video.

• Both audio-only and video broadcast services are common.

The broadcast distribution system is connected to different video channels and distributes the video channels to the consumers. The consumers have a TV connected to the broadcast network and receive channels based on their selection.

Video broadcast started as an analog TV service over the analog terrestrial air system. Over time, different broadcast systems have evolved, including cable analog TV (CATV) and satellite TV. The evolution of digital video and high-definition TV (HDTV) has introduced additional distribution systems, including Digital Video Broadcasting Terrestrial (DVB-T), Digital Video Broadcasting Cable (DVB-C), and Digital Video Broadcasting Satellite (DVB-S).

Additional media services can be bundled with broadcast video services, including encryption, VoD, program guides, multiple languages, and subtitles.

Digital video broadcast is based on the digital transport of digitized video, called streaming video.

Video conferencing is the real-time communication between two or more users using two or more video-conferencing systems. All participants can hear and see each other. The real-time communication network can be ISDN or IP-based, since the audio and video data is transported in digital formats.

A basic video-conferencing system can be described as a telephone supporting video. A telephone has a speaker and a microphone for real-time communication. Even in telephone-based communication, conferencing between three or more participants is common.

A video telephone additionally includes a video camera and a video monitor to support voice and video real-time communication.

Conferencing systems can be broken down into two categories: single-user and multi-user systems. A single-user system can be compared with a phone. Multi-user systems support more local participants per conference system, including specific or multiple audio and video input and output devices.

Additional features that are used in video conferencing are remote camera control and content sharing. With remote camera control, it is possible to control a movable camera at a remote conference system during a conference call. With content sharing, a user can connect a PC or other device with Video Graphics Array (VGA) connection support to the video system, and use the content sharing feature as a kind of remote projection service to share specific information with other conference participants. A common example of content sharing is a desktop presentation.

Telepresence is the industry term for high-quality video-conferencing systems with special environmental conditions supporting a face-to-face meeting experience.

Video surveillance is based on observation and video recording. Each observed area has one or multiple cameras that are connected to the video surveillance network. Video surveillance cameras are available in different forms. Indoor and outdoor cameras are available with different optics and different light support. Surveillance often occurs in low light situations. Pan-tilt-zoom (PTZ) cameras are available, allowing the operator to remotely control the camera for a specific view.

Initial video surveillance is based on analog video distribution networks using coaxial cables that are connected to a multiplexer. The multiplexer feeds multiple video inputs to a video output.

A commonly used initial video surveillance multiplexer is a quad, which multiplexes four video input channels to one video output channel. The video surveillance output can be recorded or observed live by a monitoring operator.

• The Cisco Video Surveillance Operations Manager can provide flexible video recording options, including motion-based, scheduled, event-based, and recording activity reports.
• A Media Server can intelligently manage many video surveillance devices and the required network bandwidth usage.
• Video analytics provides advanced features such as detecting user-defined objects in a specified area of interest for example, a package left in a room, or a person loitering in the lobby.

Cable-based video surveillance is commonly named closed-circuit TV (CCTV) based on the fact, that the basic CCTV analog cable network is not deployed to support network-based long-distance services.

Over time, digital video has changed the architecture of video surveillance networks. Digital cameras are directly connected to a digital video network. Analog equipment can be reused through analog-to-digital converters.

Digital video distribution supports longer distance and more sophisticated and scalable services, including intelligent storage, multioperator, and multiview services.

Video surveillance has evolved from low-quality, low frame rate, and monochrome video to high-quality, high frame rate color video with many additional services through the use of digital technologies.

Today, most information is digital. Text files, scanned faxes, spreadsheets, emails, images, and other types of data are exchanged between users through different services. In addition, user-based audio and video recording and editing can be performed on many different types of devices that support a variety of multimedia input and output.

The Internet is available in more and more places with more and more bandwidth. User devices have evolved to support connectivity to IP-based networks such as the Internet or corporate data networks. High-capacity storage space is available, and through the extensive use of media compression technologies, storage can be scaled to user-based media services.

The capturing and consuming of video is integrated in converged services supporting the sharing of video and other data.

High-definition cameras are integrated into PCs, laptops, smart phones, tablet PCs, and other mobile devices. Through the increasing processing power of consumer and business user equipment, video processing with higher quality is evolving.

Social media is software and digital media content supporting users to share media and other content for exchange and collaboration. Enterprise social software comprises social media and social software that is used in enterprise.

Video broadcasting has evolved from analog to digital signal transmission. Analog video broadcasting is using different multiplexing technologies to transmit multiple video channels through a broadcast network to the service users.

The basic concept of multiplexing is to transmit multiple signal channels through a single transmission channel. In the OSI Reference Model Physical Layer (Layer 1), there are five basic multiplexing approaches:

• SDM: Space Division Multiplexing physically bundles multiple cables in one cable. Examples are telephone feeder cables with hundreds of wires or fiber cables.
• FDM: Frequency Division Multiplexing transmits different channels in different frequency ranges through electrical cables or air-based networks. Examples are radio and TV broadcasting, and DSL.
• TDM: Time Division Multiplexing transmits different channels in different time slots through cables or air-based networks. Examples are TV broadcasting, ISDN, and DSL.
• CDM: Code Division Multiplexing transmits differently coded channels through air-based or cable networks. Examples are Code Division Multiple Access (CDMA) in Global Positioning Systems (GPS), and mobile networks.
• WDM: Wavelength Division Multiplexing transmits different channels as different wavelengths trough optical cables. Examples are optical networks that are based on DWDM (Dense WDM) or CWDM (Coarse WDM).

There are two common types of TV broadcast networks: coaxial and air. Hybrid fiber-coaxial networks distribute signals through optical cables close to the coaxial cable infrastructure that the user is connected to. Air-based TV broadcast uses terrestrial or satellite antenna systems.

Broadcast TV signal transmission was initially analog. Digital TV signals evolved as transmission technologies became more advanced. The advantages of digital TV include higher video quality, more bandwidth, more channels, and the ability to bundle it with other digital services. Most video production and processing today is digital, even in postproduction. This means that the TV headend has changed its infrastructure to digital based processing and distribution.

Since 2012, many USA TV broadcasters have begun to shut down their analog TV services. Many modern TV models have built-in decoders to support the various Digital Video Broadcast (DVB) variants.

Basically, wired networks using electrical and optical cable technologies support more bandwidth than air-based networks. More bandwidth allows providers to add more services that are of a higher quality.

As providers offer additional services such as telephone, high-speed Internet, video on demand (VoD), and other interactive video channels, other technologies have evolved to support digital video distribution.

Cable and DSL providers offer bundled broadband Internet access, television, telephone, and wireless services. There is a key technical difference between cable and DSL TV distribution. The cable network is designed as a broadcast medium that provides a shared signal. DSL is a medium based on a dedicated service architecture, where each subscriber is connected through a dedicated cable. TV distribution over DSL is based on IP streaming (IPTV over DSL).

Both infrastructures support different technologies, and both have advantages and disadvantages for shared and dedicated services.

Analog video broadcasting uses frequency-division multiplexing (FDM) for transmitting multiple analog video channels over one transmission medium. That means that each program transmission uses its own frequency or channel. The audio and video signal of a single TV program is modulated onto a carrier frequency before it is transmitted. As shown in the figure, a composite signal that carries video information (luminance and chroma) and an audio signal is modulated on the frequency that represents Channel 8. Light, or luminance, comes in different forms-visible and invisible. Visible light is made up of different colors and different directions. Chroma defines the aspect of color, as it appears to differ from gray of the same lightness or brightness - that is, it describes the color.

Analog TV signaling types include PAL, SECAM, and NTSC. A single NTSC channel requires 6 MHz of bandwidth, while PAL and SECAM use 8-MHz-wide channels:

• A single video channel contains separate subchannels one for video, one for audio, and another for color and luminance (the "brightness" of each color).

In the case of CATV, the coaxial cable supports bandwidth of more than one GHz. The TV channel frequencies are based on the deployed cable network.

Digital Video Broadcasting (DVB) is also based on FDM. The key difference is the signal, which is digital. Digital signaling can use the medium and its bandwidth more efficiently than analog signaling. In DVB, many channels can be transmitted through one initial frequency slot, where analog TV supports only one channel. The number of digitally multiplexed channels within one 6 or 8 MHz frequency slot depends on the video quality and additional services.

Note that any type of digital information can be transmitted through this concept. Even analog TV cable networks offer Internet services through the use of specific frequency slots for digital data services. This concept, known as Data-over-Cable Service Interface Specifications (DOCSIS), allows providers to transmit analog and digital media through the same network using different frequency ranges.

This topic provides an overview of protocols that are commonly used in video solutions

In a typical scenario, there is a centralized call control entity that is used to set up a video call. End devices use a call-signaling protocol such as Integrated Services Digital Network (ISDN), H.323, or Session Initiation Protocol (SIP) to establish the connection. Before an audio or video stream can be exchanged between both parties of a call, a media negotiation takes place to agree on codecs (encoder/decoder), IP addresses, and port numbers.

All common call-signaling protocols can establish, maintain and disconnect various kinds of calls, including audio-only calls and video calls with audio. Generally, all the protocols have a component that takes care of the call signaling itself and another component that is responsible for negotiating media-related parameters, such as the voice and video codec used for a call.

Some well-known protocols that are commonly used for video call signaling include the following:

• ISDN Q.931 data-channel (D-channel) protocols
• H.225 as part of H.323, an adaption of Q.931 for IP networks
• SIP, the de facto standard for call setup in the Internet
• Cisco Skinny Client Control Protocol (SCCP) used by Cisco endpoints

An important step during call establishment is the negotiation of media parameters, such as which codec or codecs to use, media endpoint IP addresses and port numbers, pass-through of dual tone multi-frequency (DTMF), or far-end camera control (FECC). Some relevant media negotiation protocols include the following:

• ISDN Q.931, in ISDN media capability negotiation, is part of Q.931.
• H.245 is used by H.323 for multimedia endpoint and conferencing negotiation.
• Session Description Protocol (SDP) is used mainly by SIP, but other protocols also use SDP.

After call setup, when codecs and other communication parameters have been negotiated, endpoints begin streaming real-time media, carrying audio and video streams between them. Media transport itself uses dedicated protocols that support some media-specific features like time stamps (for synchronization purposes), sequencing (for packet reordering and packet loss detection), multiplexing (for in-band DTMF relay), media source identification, and media encryption.

In ISDN, there is a dedicated bearer channel (B channel) that carries the media stream as a raw bit stream, so there is no specific protocol defined for media transport in ISDN. In IP networks, the Real-Time Transport Protocol (RTP) is used almost exclusively to transmit media streams. The Real-Time Transport Control Protocol (RTCP) is an additional protocol used in conjunction with RTP and is used to monitor the media transmission and report quality of service (QoS)-related information back to the sender.

• Telecom standardization bodies such as the ITU specify ISDN Q.931:
  http://www.itu.int/rec/T-REC-Q.931/e
• H.323 is also standardized by the ITU:http://www.itu.int/rec/T-REC-H.323-200912-I/en
• SIP is defined in RFC 3261:http://www.ietf.org/rfc/rfc3261.txt
• SDP is defined in RFC 2327:http://www.ietf.org/rfc/rfc2327.txt
• RTP and RTCP are defined in RFC 3550:http://www.ietf.org/rfc/rfc3550.txt

Video surveillance deployments have been traditionally based on analog video signaling.

Initial analog video surveillance deployments are using coaxial cables connecting the analog video signal to a multiplexer. The multiplexer is combining the video of multiple cameras to one view. Common build forms are 4:1, 9:1, or 16:1 analog video multiplexer.

Additional cabling infrastructures are required for remote control of pan-tilt-zoom (PTZ) camera movements. Traditional video surveillance PTZ installations use joy stick panels, including preset services.

The video output is connected to a monitor and, optionally, to a video recorder to store the video information. The analog connections are based on cables and do not support features such as high-quality video and network-based service deployments.

During the evolution of VCR to digital recording, DVD recorders have replaced the VCR.

Digital video technology has evolved to IP-based video surveillance architectures using IP video streaming concepts and centralized management and storage infrastructure.

The Cisco Video Surveillance Operations Manager can provide flexible video recording options, including motion-based, scheduled, event-based, and recording activity reports.

A Media Server can intelligently manage many video surveillance devices and the required network bandwidth usage.

Video analytics provides advanced features such as detecting user-defined objects in a specified area of interest for example, a package left in a room, or a person loitering in the lobby.

Digital video surveillance is based on IP video and audio streaming. Networked video surveillance cameras are common today, supporting a variety of standards-based streaming formats. Analog cameras can be connected to the IP media network through encoders, transcoding the analog media and control information to digital. The media is video, and optionally audio, based on the surveillance requirement. Control information can include PTZ control.

Central media storage and streaming services in combination with central surveillance operation and management services are IP-based.

Operators can use PC tools for surveillance operation and management. Traditional operator equipment can be connected to the IP video surveillance service network with decoders that transcode IP media and control information to analog.

Surveillance cameras are available in different build forms to support the various operational areas. Indoor and outdoor models are available. Low-light surveillance cameras, infrared cameras, and additional infrared peripherals are available for low light operational areas. Different camera optics including fixed and changeable lenses with different iris optics are available. Different build forms support different chassis in different ruggedized conditions. Audio alarm and other sensor conditions are other examples of many optionally integrated video surveillance cameras services.

There are four forms of video surveillance cameras:

• Fixed, fixed box:

  A fixed camera type is a camera with a fixed viewing angle once it is mounted. A fixed camera with a body and a lens represents the most traditional video surveillance camera type. Based on operational area and deployment, box variants support the integration into ruggedized chassis.

• Fixed dome:

  A fixed dome camera is a small fixed camera that is preinstalled in a small dome chassis. Fixed dome cameras, also called mini domes, can be directed to point in any direction. Fixed dome cameras limitations include the space for optics such as changeable or high-quality optical lenses.

• Pan-tilt-zoom (PTZ):

  A PTZ camera can be moved to pan, tilt, and zoom through automated or manual operator control. Analog PTZ cameras are commonly controlled through a serial interface. PTZ cameras can be mechanical or non-mechanical.

• PTZ dome:

  PTZ dome cameras are a combination of PTZ and dome cameras.

Choosing the right video surveillance camera for the right operational use case is a complex process, as the cameras have varying parameters. Today, most deployed video surveillance cameras are IP-based and include local storage space and computing intelligence. These features support local analytic services, such as movement detection to trigger a recording, or counting people.

Digital video surveillance camera selection parameters include:

• Form
• Vandal, ruggedized
• Temperature range
• Maximum resolution
• Maximum frames per second
• Supported streaming formats
• Indoor or outdoor
• Minimum illumination
• Day and night support
• Wireless LAN support
• Analog video output support
• Built-in infrared
• Alarm in, alarm out
• Lenses
• Iris type
• Autofocus
• Mechanical or optical PTZ
• Fisheye or multi-image panoramic
• Sensor type and size
• Changeable lenses
• Power supply
• Motion detection
• On-board storage
• Intelligent video analytics

This long list reflects how complex the selection of video surveillance cameras might be. One of the fundamental questions to ask when selecting a camera is the form factor to fit into the operational area.

The digital world has changed our lives. Today most media is digital and the content is in various formats. Content-based networking is an important driver of digital media services. Most information is based on digital data. With the evolution of computers and digital media technologies, digital information, including digital video, is easily published and distributed across the network.

Digital content examples are:

• A digital photo
• A digitally recorded white board session
• A digital audio or video recording
• A formatted text file
• Digital TV recording
• A telephone number that is stored on a telephone system
• An instant message
• A digital video conference recording
• The information available on a website

Digital signage describes the display-based distribution of digital media in commercial and informational use scenarios. The digital signage can display anything, for example, public information, menu options, advertising, and corporate branding.

The concept of digital signage can be broken down to a display system with a digital media player. The media display system is connected through a media network to a digital signage distribution system where the content to be distributed is processed. Digital signage can include signage and other media. Displays can be distributed in various build forms.

• A display in front of a university room showing information of the scheduled lectures.
• A display in a public area such as a main railway station showing information about train schedules.
• A display in a public area such as a main railway station showing commercials.
• A display in a public area such as an airport gate showing airport information, news, and commercials.
• A customer briefing center with showrooms displaying product information in a loop.

Digital signage is based on digital media. TV-based video, recorded business video, live video, news tickers, scheduling information, web pages, photos, commercials, and any other digital media content can be combined and distributed through digital signage-based display distribution infrastructures.

Social media describes digital media and technologies, which allows users to communicate and share content with each other and with communities.

Through the emerging use of Internet-based social portals, social networking has become one of the most important communication tools in the IT industry. Even in business, enterprise social networking is extending the idea of communication and collaboration to use different types of sharing and communication through a single portal.

One of the primary features of social media-based networking is the use of a single channel for many types of communication and collaboration. Conventional communication, sharing, and collaboration channels are based on many different channels such as telephones, video-conferencing systems, mobiles, chat clients, groupware systems, emails with file attachments, content share portals, video share portals, file servers, shared folders, and others. User tools that are not supported by any device complicate the user experience in both commercial and enterprise environments. The Cisco Collaboration Architecture provides a single modular collaboration core that enables social interaction between an organization and its customers, partners, and suppliers, including the following:

• Highly secure and reliable access from any location
• A consistent user experience on any device
• Delivery of any content type: video, voice and data for immersive interaction.

In other words, using one universal tool for sharing and communication in real time and non-real time collaboration situations is more productive than using many different tools for specific collaborative services.

Another important feature of social media-based networking is the combination of real time and non-real time collaboration. An example of real-time communication and sharing is a video conference. Chatting and emailing are examples of non-real time communication.

The centralization of many tools within a single service platform allows simple, combined, integrated, and centralized information distribution and user adaptive-based administration with no need for dedicated administrators.

Social media networking platforms can automatically adjust their structures and settings based on the specific user and social community demand without administrational involvement. Based on the deployment and customer use case, some platforms are capable of self-learning.