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Applying Scalable Computing, Virtualization, and Fast / Dense Networking for Broadcast, Media & Entertainment--Production Media Data Centers

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In this Cisco Knowledge Network session, we will explain Cisco's top five core initiatives and their relevance to the Media & Entertainment industry. With "TV Everywhere" offerings driving the …

In this Cisco Knowledge Network session, we will explain Cisco's top five core initiatives and their relevance to the Media & Entertainment industry. With "TV Everywhere" offerings driving the consumption of content, significant needs have developed in addressing the requirements of digital media supply chains. For both content providers and service providers, architecting and implementing solutions to serve "TV Everywhere" require flexible and agile infrastructures. Cisco's Production Media Data Center combines scalable computing, dense networking, the virtualization of media applications and adaptive bit rate encoding to address the technology and business process change requirements for the Media & Entertainment industry.

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  • Nexus 7010, Nexus 5k and UCS 6100 Networking Platforms 10GE Server & Storage Access Storage from NetApp and Isilon: NAS and SAN functionality. MDS FC Switch UCS B230, C210 Servers UCS Manager VMWare (VSphere, ESXi)1. UCS Compute, both B & C series. scalable processing servers, running apps under both bare metal and virtualization.2. Unified fabric: providing converged fabric, 10gig interconnects, FCoE.3. And then for Storage, NetApp provided SAN and NAS and Isilon for NAS. Architecture is agnostic, supports both, and we ran tests on both. Also supports Avid Isis.4. Aggregation layer: The interconnect with other core networks, aggregate up to Nexus 7K. Performance, fast throughput, supports high write/read speeds.
  • Here’s an actual workflow given to us from one of the Hollywood studios that was intended to test the computational capabilities. 20 folders of 10,000 DPX files for a total archive size of about 1.5 TB. A Signiant agent was spun up and the asset was moved to primary storage. At that point, we invoked the MD-5 hash algorithm provided by the customer. It was then transcoded on Inlet and then we took the lowest res of the three transcoded files and then derived fingerprints of the asset using Civolution. It was then moved to a Signiant target agent. We ran the testing phase against different conditions, such as running the apps on bare metal, under virtualization, on NetApp, on Isilon, and have extensive testing results under those different conditions. We also took account of the time required to commission and provision a process as well as spin it down.

Transcript

  • 1. Production Media Data Centers
    Applying Scalable Computing, Virtualization, and Fast / Dense Networking for Broadcast, Media & Entertainment
    September 2011
  • 2. Cisco Knowledge NetworkTo see our live schedule, view past sessions on VoD and download these slides, please visit the Cisco Knowledge Network website at www.ciscoknowledgenetwork.com. If you would like to get in touch with our technical experts or provide your feedback, please email us at globalckn@cisco.com.Thank you.
  • 3. Key Media & Entertainment Market Trends
    Market Realities
    Media Co Implications
    Consumers expect anytime, anywhere access to content
    Need for multiple delivery channels over managed and unmanaged networks
    2. Consumers want simplified user experience
    2. Enable immersive and consistent experience
    Reinforce existing subscription models while monetizing multiple endpoints
    3. Traditional monetization windows and economic models in jeopardy
    4. Exploit virtualization technologies to drive operational efficiencies
    4. Media companies under operational expense pressure
  • 4. TV Everywhere Driving Infrastructure Change
    New Business Models and “TV Everywhere” (TVE) initiatives requiring more flexibility from the infrastructure.
    Multiple formats, increasing aggregation and distribution partners, and the element of time are major obstacles to overcome.
    2 formats for broadcast BUT 45 formats for tablet and mobile.
    Fundamental considerations such as, given current course and speed, will we run out of space and power?
    Can we migrate operations to an on-the-fly programmable infrastructure?
    How much process automation can be introduced that reduces the human touch points?
  • 5. Digitized Media: Compute, Network & Storage Implications
    Growing Market Size
    Increasing Storage Needs
    • From 2011 to 2016, the media and entertainment industry will see about a 7.7-fold increase in the required digital storage capacity and a more than five-fold increase in storage capacity shipments per year from 11.2 exabytes to 62.7 exabytes.
    • 6. Storage systems sales for the entertainment and media industry will grow from $3.8 billion this year to $6.4 billion through 2016.
    • 7. Total revenue for storage media and devices will increase about 1.6X from 2011 through 2016 ($485 M to $760 M).
    • 8. Digital Media files sizes and volumes are increasing. In turn, that is driving more requirements for more storage, CPU, and network fabric.
    • 9. Active archiving of digital video content is driving increased use of hard drives instead of tape drives for long term archives.
    • 10. About 57% of the total storage capacity will be used for content archiving and preservation in 2011. "We believe that this will increase to 60% of total capacity by 2016 due to more efficient and cost-effective conversion services... (and) lower overall storage costs.”
  • Digital Media File Sizes & Data Rates
  • 11. Some Technical & Operational Challenges
    Broadcast and Media & Entertainment organizations have traditionally operated 2-3 IT Networks:
    IT Network: Dedicated to Enterprise IT applications
    Production Network: Dedicated to the Digital Media Content
    Third-Party Network: (e.g. contribution, aggregation / distribution / syndication)
    There is a developing trend of Broadcast and Media customers beginning to collapse these into one network, differentiated by services.
    Fixed Technology on Islands
    Distributed / De-Centralized Operations
    Very Large Assets (1.5 TB+)
    Hi-Compute, Hi-I/O, Hi-Storage Requirements
    These factors = Operational Challenges
  • 12. Media Data Centers: In Transition
    The transformation of the video-centric facility to IP data-centric platforms.
    Servers, Storage, Networks, and Media applications combining to address the needs of file-based workflows.
    Server Sprawl, inefficient resource utilization, growing power demands, cabling complexity lending themselves to rethinking and retooling the infrastructure.
    Can the facility benefit from centralized and scalable computing, scalable storage, dense and fast network I/O, and the virtualization of media applications?
    When and what part of my Media Data Center operations should evolve to a Cloud-based model?
  • 13. Media: Aligned to Cisco’s Top Five Initiatives
    Data Center transformation at the network level: fast / dense routing & networking.
    Hardware and Software Infrastructure implementations that enable business process automation, efficiency, and transformation.
    Media = Cisco’s 5 Strategic Pillars
    Scalable, on-demand compute resources; virtualized and optimized relevant media applications. Operated as on-premise infrastructure, private cloud or public cloud for overflow and on-demand resources.
    Real-time and non-real time video, meeting and sharing places, unified communications and dashboard widgets.
    Content is video in all forms: Live and File-based digital media.
  • 14. Poll Survey: Topics for CKN Segments
    See Poll Panel on the Right hand side
  • 15. Cisco: From Production to Consumption
    Direct to Home (DTH)
    News Gathering
    Over The Air (DTT)
    Telco (Wireline)
    Studio-to-Studio
    IP
    IP
    IP
    IP
    IP
    Cable
    CM
    Sport Events
    Videoscape
    Digital Media
    Network BU
    CDN/CDS
    Video Optimized Transport
    PMDC
    Primary
    Secondary
    Production/Post
    MAM
    Distribution - CDN
    Consumption
    Contribution
    Production
    Routing/switching, UC, TP, Security…
    Home
    Post Production
    Network
    IP
    Video Data Center
    Internet
    Wireless
  • 16. Production Media Data Center: What is it?
    PMDC is an evolutional architectural platform that applies datacenter technologies to greatly improve performance, operational efficiencies and workflow flexibility for media production and distribution.
    Designed to introduce the concept of scalable computing, fast / dense networking, and optimized and virtualized media applications.
    Designed as an open platform to support media-centric applications from third parties.
    • Tightly integrated wire-once platform.
    • 17. Scalable Resources (Compute, Net, Storage)
    • 18. Dynamic and Flexible (Repurpose) Provisioning
    • 19. 10 Gig Networking Infrastructure
    • 20. Heterogeneous Shared Storage
    • 21. Centralized Media Platform Operation and Management
  • Stateless Computing
    Removing State From Infrastructure
    Stateless client computing is where every compute node has no inherent state pertaining to the services it may host.
    A compute node is just an execution engine for any application (CPU, memory, and disk – flash or hard drive).
    The core concept of a stateless computing environment is to separate the state of a server that is built to host an application, from the hardware it can reside on.
    The servers can easily then be deployed, cloned, grown, shrunk, de-activated, archived, re-activated, etc.
  • 22. UCS is a Systems Approach to Compute
    These are Standard Compute Nodes
  • 23. In the World of UCS…
    Service Profile: Inlet/Xcode
    Network1: xcode_prod
    Network1 QoS: Platinum
    MAC : 08:00:69:10:78:ED
    Boot Order: SAN
    FW: XCODE_bundle
    Service Profile: Inlet/Xcode
    Network1: xcode_prod
    Network1 QoS: Platinum
    MAC : 08:00:69:10:78:ED
    Boot Order: SAN
    FW: XCODE_bundle
    Service Profile: Inlet/Xcode
    Network1: xcode_prod
    Network1 QoS: Platinum
    MAC : 08:00:69:10:78:ED
    Boot Order: SAN
    FW: XCODE_bundle
    Service Profile: Media Suite
    Network1: wtrmrk_prod
    Network1 QoS: Gold
    MAC : 08:00:69:10:78:FF
    Boot Order: SAN
    FW: WATER_bundle
    Service Profile: Media Suite
    Network1: wtrmrk_prod
    Network1 QoS: Gold
    MAC : 08:00:69:10:78:FF
    Boot Order: SAN
    FW: WATER_bundle
    Service Profile: Signiant
    Network1: mam_prod
    Network1 QoS: Platinum
    MAC : 08:00:69:10:68:EF
    Boot Order: SAN
    FW: DAM_bundle
    Service Profile: Signiant
    Network1: mam_prod
    Network1 QoS: Platinum
    MAC : 08:00:69:10:68:EF
    Boot Order: SAN
    FW: DAM_bundle
    Service Profile: Signiant
    Network1: mam_prod
    Network1 QoS: Platinum
    MAC : 08:00:69:10:68:EF
    Boot Order: SAN
    FW: DAM_bundle
    Service Profile: Media Suite
    Network1: wtrmrk_prod
    Network1 QoS: Gold
    MAC : 08:00:69:10:78:FF
    Boot Order: SAN
    FW: WATER_bundle
    This is Stateless Computing.
  • 24. Media Workloads are Compute Intensive
    Civolution
    Fingerprint
    Media Suite
    CMS
    Inlet
    Transcode
    Signiant
    Delivery
    Civolution
    Watermarking
    What if you could repurpose your entire compute infrastructure…
    At any moment?
    Workloads
  • 25. Maximum Agility
    Inlet
    Transcode
    • Duplicate Service Profiles with ease
    • 26. Spin up workloads at will
    • 27. Resources dedicated to workload
    • 28. Rapid failure recovery
    • 29. Repurpose infrastructure in minutes
    Civolution
    Fingerprint
    Civolution
    Watermark
    Optimized Utilization
    Versatility
    Efficiency
    Time to Market
    Media Suite
    CMS
    Signiant
    Distribution
    Workloads
  • 30. Server Consolidation
    VMware
    BEFORE
    AFTER
  • 31. Production Media Data Center Workflow Demonstration
    Delivery
    Watermark Fingerprint
    Productize
    Transcode
    Consume
    Signiant
    Inlet
    Civolution
    Media Suite
    Video/Audio
    DRM
    Analyze
    Business Policy
    Watermark
    Entitlement
    Transcode
    Clips
    Bundle
    Secure Transfer
    Fingerprint
    Distribute
    Metadata
    Publish
    Optmztn
    FP DB
    QC
    Monetize
    Collaboration &TelePresence
    ESXi
    Cisco
    UCS
    10G
    10G
    Cisco Nexus
    SAN, NAS, FCoE
  • 32. PMDC Platform and Technologies
    Nexus 7k
    Aggregation & Core
    • Nexus 7K (DCB, FCoE, VoQw/ Central Arbitration, Deep Buffers, Density)
    • 33. Editing (Avid ‘approved’)
    NAS
    Multi Tier Storage
    • SAN Storage – Distributed (1,2,4,8Gbps)
    • 34. Cisco MDS 9k FC Switch
    • 35. NAS – 10Gbps, L2/L3 (NFS, CIFs,…)
    SAN
    MDS 9k
    FC Switch
    Unified Fabric = Wire Once
    • UCS 6k, Nexus 5k, Nexus 2k
    • 36. Data Center Ethernet (DCE)
    • 37. 10 Gbps (Lossless, Low Latency)
    • 38. Converged Network Adapters (CNA)
    • 39. Fiber Channel Over Ethernet (FCoE)
    10G CNA
    10G
    10G
    Nexus 5k
    Ethernet
    UCS 6k FEX
    Fiber Channel
    N2k FEX
    DCE/FCoE
    UCS Compute
    • Hi Density (B)
    • 40. Scalable Compute
    (Core Procs, Mem, Net)
    • Bare Metal Servers
    • 41. Virtual Servers
    Cisco UCS-B
    Cisco UCS-C
  • 42. File-Based Detailed Workflow Example
    Distribution
    SPs
    .DPX
    X1
    FP
    VM2
    Validator
    UCSM/SP (VM3)
    Inlet Encode
    VM4
    Fingerprint
    VM5
    File Mover
    VM6
    Signiant Agent
    VM1
    Signiant Agent
    Workflow Mgr
    =
    Wipe LUN
    or Equiv (Artifact Ctrl)
    Compute MD5 Hash
    1 to N parallel Encode
    Civolution
    FP Ref File
    D-JRE
    Mover
    Ingest Asset
    Outbound Servicing
    Infrstrcr Dir
    Storage Mgr
    DPX

    DPX
    DPX

    X1
    X1
    Near Line/Archive
    FP
    FP
    NAS or SAN/LUN
  • 43. PMDC Performance Advantages
    Wire Once and Dynamic Provisioning
    Asset Movement – 10G Network enablement.
    Reference file sizes for production media
    10G NAS competing with FC throughput (re: 7+ Gb/s).
    Network throughput raising ceiling on common/popular media transport application performance
    Compute Performance Advantages
    Virtualization and Compute Distribution can cut media processing times drastically (e.g. MD5 hashing, 6 hrs to 38 mins)
    Scaling
    Processor Scaling, Encoding / Transcoding Use Case
    “Pluggable” and Heterogeneous
    Multi-Access Environment. Multiple OS support.
    Heterogeneous Storage Access – NAS, SAN
    Multiple File Systems support, Boot Options, etc.
    Portable
    Service Profiles and Virtual Machines enable application portability
  • 44.
  • 45. Ecosystem View
  • 46. PMDC Key Benefits
    Addresses server sprawl
    Enables a completely flexible infrastructure to support on-demand and ever-changing workflows.
    Enables the transformation from video baseband signal routing to a data centric infrastructure.
    Provides 10x performance increases on certain activities and ensures that maximum resource usage is achieved.
    Eliminates idle resources and over provisioned and underutilized resource and systems.
    Enterprise features and ‘Cloud Ready’