The present invention relates to communications methods, apparatus and systems for providing media micro flow services in a scalable manner using SDN principles. In an exemplary method embodiment a session border controller in a SDN network is operated to receive first signaling information for establishing a first media session, the first media session including a first media packet flow that passes through a first programmable switch of the SDN network; generate instructions to implement a media micro flow service on the first programmable switch through which the first media packet flow passes; and send the instructions to a SDN controller which controls the first programmable switch.