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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.

http://www.ciscoknowledgenetwork.com/upcoming.php?section=mobility&region=americas&utm_source=&utm_medium=&utm_campaign=&PRIORITY_CODE=209211_1

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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’