We do it with xilinx, but that families are much of a muchness.
You will find that that for the most part you don't really buy a transmitter or receiver as such you buy a line equaliser for whatever line rate makes sense and stick an FPGA behind it. Lots of LMH0387s in our 3G stuff.
In terms of extra circuitry, a VCXO is useful (Jitter can be an issue with SDI transmitters) SI5351 is useful here with a fixed 25MHz clock via the fabric, but it does not really take that much FPGA, we have product doing 3G with Spartan 3, 270Mb SD should be no real issue (It is actually harder with modern parts because the serdes do not clock slow enough, so you end up oversampling and doing the clock recovery in the fabric!).
One thing to watch out for is that SDI has pathologically long strings of 1 or 0 under some conditions, it does NOT do 8b10 or the like, so loop filters and coupling caps need to be bigger then you would expect, it is a nice gotcha.
The Semtech stuff is nice, but you do pay for it.