Bespoke solutions are adopted to deliver video content for specific display devices depending upon a particular delivery network. This ad-hoc approach limits the number of viewers that can be reached depending upon their device type and the delivery network implemented. In the video ecosystem, we present a general solution built upon a modular, scalable, flexible, and multi-vendor video headend architecture suitable for tailoring video content to specific networks, user display screens, and profiles. This video headend solution encompasses content acquisition, processing, digital rights management (DRM), and quality monitoring for live video and video on demand (VoD) with the highest quality, optimized for the target audience. This solution helps to drive down operational costs for service providers while generating new revenues by tapping into all viewer segments and providing a new and richer experience to viewers. © 2012 Alcatel-Lucent.