Multicast services have been used for many years to transmit multimedia data to large receiver groups. However, only recently have counterpart network services been introduced that provide similar scalability and anonymity in the opposite direction (i.e., messages from a group of senders destined for a common receiver). In this paper, we explore how these emerging services, specifically a concast service (many-to-one communication service), can be used to improve the scalability and performance of multimedia applications. In particular, we show how such services can be used in both the control and data planes to overcome well-known scalability problems (e.g., with RTP) that are difficult to solve effectively with end-system approaches alone. We validate our solutions by presenting experimental results taken from prototype video and audio applications we designed and implemented. Our initial results show a reduction of as much as two orders of magnitude in packet loss rates using these generic services.