Cloud Based Solutions for Media and Entertainment

(1)

Tech Forum 2012 Cloud Solutions for M&E

RWC Rev 120804 Page: 1

Cloud Based Solutions

for

Media and Entertainment

by

Ron Clifton

Globecomm Tech Forum 2012

Hauppauge, NY 7 August 2012

RWC Rev 120804

(2)



10:30 Cloud Solutions



Part 1: Cloud technologies – a refresher



Part 2: Example M&E/Broadcast Applications



11:00 Expert Panel Discussion



SHI: On-premises managed private cloud IaaS



Cisco: Videoscape for FB Workflow and OTT Content

Delivery



Tempo: Using Cloud Technologies

The Program

(3)

Definition of Cloud Computing

The National Institute of Standards and Technology (NIST) Cloud Computing Model

Enabling convenient, on-demand network access to a

shared pool of configurable computing resources (e.g.,

networks, servers, storage, applications and services)

that can be rapidly provisioned and released with

minimal management effort or service provider

interaction.

(4)

Definition of Cloud Computing

Cloud computing is more than just “doing stuff in the cloud”

Software as a

Service (SaaS)

Platform as a

Service (PaaS)

Infrastructure as

a Service (IaaS)

THREE SERVICE

MODELS

Broad Network

Access

Rapid

Elasticity

Measured

Service

On-Demand

Self Service

Resource Pooling

FIVE MAJOR

CHARACTERISTICS

PRIVATE

PUBLIC

HYBRID

COMMUNITY

FOUR DEPLOYMENT

MODELS

(5)

The Four Deployment Models

Public

Public Cloud

Service over Internet

Utility Computing Model

Uses OpEx

Multiple tenants

Public

Hybrid Cloud

2 or more Public, Private or Community

Combination OpEx & CapEx

Resource portability

Federated Clouds

Public

Private Cloud

Service over Internet

Grid Computing Model

Uses CapEx

Solo Tenant

Public

Community Cloud

Public, Private or Hybrid

Federated Clouds

OpEx (Users), CapEx (Community)

Resource Portability

Public

Publ

ic

Private/

Internal

Public/

External

Amazon

(AWS)

Google

Apps Eng

AT&T

Microsoft

Azure

The

Cloud

On Premises/

Internal

“Cloud in a Box” – Azure for Enterprise – MS+HP

- IBM Cloudburst

- Eucalyptus cloud SW ~private AWS

Off Premises/Third Party

(6)

The Three Service Models

Source: derived from Microsoft 2011

Traditional IT

IaaS

PaaS

SaaS

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(7)

The Five Major Characteristics

Example: HP Blade Server

Broad

Network

Access

Rapid

Elasticity

Measured

Service

On-Demand

Self Service

Provisioning Layer

Virtualization and Resource Pooling

Virtual/

Physical SW

Stacks

Stateless

Compute

Logically

Configurable

Network

(8)

The Scalable Cloud Model

Source: Multiple

Actual Demand

Scalable Cloud Hardware

(9)

(10)

Sample Cloud Applications

• Application Hosting

• Backup & Storage

• Content Delivery

• Databases

• E-Commerce

• Enterprise IT

• High Performance

Computing

• On-Demand Workforce

• Media Hosting

• Search Engines

• Web Hosting

(11)

(12)

Part II

(13)

The Paradigm Shift



The technology exists today to implement the complete

broadcast workflow from ingest to transmission in the

cloud



Excellent public cloud options exist but for Broadcast, a

private and hybrid community cloud configuration

would be ideal (e.g. station groups)



The migration from linear tape to file-based workflow

has already started.



Recent rapid advancements in core technologies are

enabling cloud computing IT…



…at the same time that media and distribution

technologies are transitioning from hardware to

software

(14)

The Paradigm Shift



The world is going IP (@CES 2012: YouTube VP):

• 75% of all television and other media content will be delivered over

the Internet only by 2020

• In just a few years, online video is expected to account for 90% of

online traffic



Broadband connectivity is becoming ubiquitous and

low cost



Our media industry is evolving: unprecedented

changes in technology & business models

• Broadband is becoming easier and cheaper than the

delivering content via video tape

(15)

Legacy Tape Based Workflow

Derived from: SMPTE and others

ACQUIRE

_PRODUCE

PREP

TRANSMIT

(LTO)

(16)

File Based Workflow

Derived from: Broadcast

Engineering & SMPTE

P2

PD

SxS

CF

Field

Production

Work in progress

Audio

AAF

NLE

Playout

Graphics

_Archive

MXF

MXF, IMX, DV

AVC, J2K

MXF

News

Live Production

(17)

Cloud Functionality

• Ingest &Transcoding

• Media asset management (MAM)

• Hosting for OTT delivery (linear and COD)

• Archival & Disaster recovery

• QC/test and verify all formats

(18)

Brute Force Approach

UGC

Public

Ingest

&

Transcode

P1

P2

P3

P4

C0

C1

C2

C3

Cloud Functionality

Production Workflow

Common dBase

Other

“FAT PIPES!”

(19)

The Cloud Paradigm Shift

“THIN PIPES!”

Public

P1

P2

P3

C1

C2

C3

C4

Production Workflow

Common dBase(s)

UGC

Other

P4

Ingest

&

Transcode

(20)

The Cloud Paradigm Shift

Native

multiplatform

OTT delivery

“THIN PIPES!”

Public

P1

P2

P3

C1

C2

C3

C4

Production Workflow

Common dBase(s)

UGC Other

P4

Ingest

&

Transcode

(21)

The Cloud Paradigm Shift

Native

multiplatform

OTT delivery

“THIN PIPES!”

Public

P1

P2

P3

C1

C2

C3

C4

Production Workflow

Common dBase(s)

UGC Other

P4

Native multi-cloud connectivity for

backup, diversity, regulations, DRM etc..

Public P1 P2 P3 C1 C2 C3 C4

Production Workflow

Common dBase(s) UGC Ingest & Transc ode Other P4 Ingest & Transcode

(22)

Example Transcoding in the Cloud

Source: KulaByte/Haivision

101010010111

Origin Encode

Public

Cloud Encoding

Content Distribution

Capture

Input

Format

Bit

Rate

RTMP

(Flash)

HTTP

(iPAD,

ROKU …)

RTSP

(Android,

BB …

720p

2.50 Mbps

X

2.25 Mbps

X

2.20 Mbps

X

540p

1.75 Mbps

X

1.50 Mbps

X

480p

1.25 Mbps

X

1.00 Mbps

X

360p

750 Kbps

X

288p

500 Kbps

X

270p

250 Kbps

X

180p

150 Kbps

X

(23)

Archival in the Cloud

Manage

Archival

Cache

Manage

LTO

LTO PRIMARY

P1 P2 P3

Production Workflow

P4 Public C1 C2 C3 C4 Common dBase(s) UGC Other Ingest & Transcode

LTO BACKUP

Public

Manage Archival Cache Manage LTO P 1 P 2 P 3 Production Workflow P 4 Public C 1 C 2 C 3 C 4 Common dBase(s) U G C O t h e r Ingest & Transc ode

(24)

Archival in the Cloud

Manage

Archival

Manage

LTO

LTO PRIMARY

LTO BACKUP

P1 P2 P3

Production Workflow

P4 Public C1 C2 C3 C4

Common dBase(s)

UGC Other Ingest & Transcode

Low

Latency

Cache

Low latency mid-term cache

on demand

Disaster

Recovery

(25)

Summary



The technologies exist today to implement the

complete end-to-end broadcast workflow using

cloud computing technologies



This is a natural migration from the industry’s

legacy broadcast infrastructure and the way of

the future

(26)

Additional Reading and References

(27)

Expert Panel Discussion

Cloud Solutions

for Media & Entertainment

Rich Place – Lead Partner Cloud Services, SHI, Inc.

Ed Behan – VP Enterprise Services, Globecomm

(28)

Introduction

Public

M&E Market Drivers/Trends

Broadcast Industry Trends

• IP Connectivity

• File Based Workflow

• OTT Content Delivery

• Mobile devices and apps

• TV Everywhere

• Move from legacy

hardware to software

• Dedicated and virtualized

server implementations

• Cloud services

Cloud Computing Industry Trends

• Second generation cloud computing

technologies with standards

• Availability of mature private cloud

solutions