The Internet is changing the media and entertainment industry by converging with telecom to shape a "New Media" supply chain and integrated services. This phenomenon is increasingly disrupting the way that traditional media companies create and distribute digital content, and is being driven by changes in the consumption patterns of both business-to-business and business-to-consumer markets.

This emerging paradigm is also shaping a new ecosystem of partnerships and players in the supply chain, changing the dynamics of how they do business and with whom, creating new opportunities, opening doors to new players, and forcing existing players to redefine their roles. As the Internet continues to shift the economics of the traditional media industry, established and new players must develop new business and technology strategies, and capabilities to ensure a profitable position in this emerging supply chain.

There are four forces influencing the disruption and evolution of the media industry today: emerging technologies, changing consumer lifestyles, evolving business models, and emerging industry regulations. A successful strategy requires a deep understanding of these forces and their impact on how they shape new opportunities.

The expert consulting team within the Cisco Internet Business Solutions Group collaborates with customers and partners to create actionable and profitable strategies that address these issues, and more. The team focuses on distinct and specific areas of opportunity that address profitability: precision advertising, multiplatform and cross-platform content distribution, "Connected Life" services, lean and energy-efficient data centers, and customer experience, among others.