SureWest continues naming video vendors

SureWest Communications continues to fill out its vendor roster in its big broadband build out, most recently tabbing BigBand Networks to provide its Broadband Multimedia-Service Routers.

SureWest, which is providing triple play services over both the fiber-to-the-home network outside of Sacramento as well as running an alpha test over its DSL network in its ILEC serving area, is using the BMRs as a way to convert multimedia content into IP by turning variable bit rate traffic to fit in the constant bit rate format. The units, which are deployed on the DSL side, also are being used to control channel line-ups, guarantee video quality and increase bandwidth efficiency.

"We’re proving out the concept of providing basically a head end in a box," said Fabrice Beer-Gabel, senior director of business development for BigBand.

The Redwood City, Cal.-based company also is making a concerted effort to get carriers to think beyond just providing traditional broadcast services alongside video on demand, no small task in itself. Among its biggest targets are high-definition TV and localized advertising.

While some carriers have the thought about both, it will take significant investment. SureWest, for example, is using ADSL to transport its video. To get enough bandwidth to handle HDTV will require a move to ADSL 2+, something the telco will do when equipment becomes available, according to Bill DeMuth, chief technology officer for SureWest.

Still, it’s something that telcos should start planning given the speed at which cable competitors are moving, said Beer-Gabel.

"The cable guys are going to do a strong push on HDTV next year," he said.