Here’s an example of a long-standing technological infrastructure giant getting into the content game.

Cisco is starting up a “new qualification program for media professionals” that will allow people to study the creation, management, and distribution of digital signage.

What is digital signage, you ask? These are those electronic displays increasingly becoming a part of our visual environment. It includes information signs (such as in airports), advertisements, and brand exercise presented in message boards, LCD screens, electronic billboards, scrolls, and something called Organic LED screens. China, for example, according to www.adfotain.com, currently has 100,000 digital displays and a market capitalization estimated to be $10B.

And what’s in it for Cisco? Thomas Wyatt, general manager of Digital Media Systems, Cisco, explains:

“Digital signage is accelerating the momentum of the video revolution, and this program provides us with an enormous opportunity to help train the next wave of innovators and content professionals. Our aim is to help fill the content gap within the current ecosystem. Cisco’s Academy of Digital Signage will give customers a trusted source for trained, qualified media professionals who can create compelling, optimized signage-ready content.”

An example of the bridging from technology to content, content to creators, and while aimed at Cisco’s focus on videoconferencing and streaming (call it what you will), more evidence at the blurry lines across worlds, platforms and media.