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Production Media Data Centers<br />Applying Scalable Computing, Virtualization, and Fast / Dense Networking for Broadcast,...
Cisco Knowledge NetworkTo see our live schedule, view past sessions on VoD and download these slides, please visit the Cis...
Key Media & Entertainment Market Trends<br />Market Realities<br />Media Co Implications<br />Consumers expect anytime, an...
TV Everywhere Driving Infrastructure Change<br />New Business Models and “TV Everywhere” (TVE) initiatives requiring more ...
Digitized Media: Compute, Network & Storage Implications<br />Growing Market Size<br />Increasing Storage Needs<br /><ul><...
 Storage systems sales for the entertainment and media industry will grow from $3.8 billion this year to $6.4 billion thro...
 Total revenue for storage media and devices will increase about 1.6X from 2011 through 2016 ($485 M to $760 M).
 Digital Media files sizes and volumes are increasing. In turn, that is driving more requirements for more storage, CPU,  ...
 Active archiving of digital video content is driving increased use of hard drives instead of tape drives for long term ar...
 About 57% of the total storage capacity will be used for content archiving and preservation in 2011. "We believe that thi...
Some Technical & Operational Challenges<br />Broadcast and Media & Entertainment organizations have traditionally operated...
Media Data Centers: In Transition<br />The transformation of the video-centric facility to IP data-centric platforms.<br /...
Media: Aligned to Cisco’s Top Five Initiatives<br />Data Center transformation at the network level: fast / dense routing ...
Poll Survey: Topics for CKN Segments<br />See Poll Panel on the Right hand side <br />
Cisco: From Production to Consumption <br />Direct to Home (DTH)<br />News Gathering<br />Over The Air (DTT)<br />Telco (W...
Production Media Data Center: What is it?<br />PMDC is an evolutional architectural platform that applies datacenter techn...
Scalable Resources (Compute, Net, Storage)
Dynamic and Flexible (Repurpose) Provisioning
10 Gig Networking Infrastructure
Heterogeneous Shared Storage
Centralized Media Platform Operation and Management</li></li></ul><li>Stateless Computing<br />Removing State From Infrast...
UCS is a Systems Approach to Compute<br />These are Standard Compute Nodes<br />
In the World of UCS…<br />Service Profile:  Inlet/Xcode<br />Network1: xcode_prod<br />Network1 QoS: Platinum<br />MAC : 0...
Media Workloads are Compute Intensive<br />Civolution<br />Fingerprint<br />Media Suite<br />CMS<br />Inlet<br />Transcode...
Maximum Agility<br />Inlet<br />Transcode<br /><ul><li>Duplicate Service Profiles with ease
Spin up workloads at will
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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 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 &amp; 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 &amp; 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 of "Applying Scalable Computing, Virtualization, and Fast / Dense Networking for Broadcast, Media & Entertainment--Production Media Data Centers"

    1. 1. Production Media Data Centers<br />Applying Scalable Computing, Virtualization, and Fast / Dense Networking for Broadcast, Media & Entertainment<br />September 2011 <br />
    2. 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.<br />
    3. 3. Key Media & Entertainment Market Trends<br />Market Realities<br />Media Co Implications<br />Consumers expect anytime, anywhere access to content<br />Need for multiple delivery channels over managed and unmanaged networks<br />2. Consumers want simplified user experience<br />2. Enable immersive and consistent experience<br />Reinforce existing subscription models while monetizing multiple endpoints<br />3. Traditional monetization windows and economic models in jeopardy<br />4. Exploit virtualization technologies to drive operational efficiencies <br />4. Media companies under operational expense pressure<br />
    4. 4. TV Everywhere Driving Infrastructure Change<br />New Business Models and “TV Everywhere” (TVE) initiatives requiring more flexibility from the infrastructure.<br />Multiple formats, increasing aggregation and distribution partners, and the element of time are major obstacles to overcome.<br />2 formats for broadcast BUT 45 formats for tablet and mobile.<br />Fundamental considerations such as, given current course and speed, will we run out of space and power?<br />Can we migrate operations to an on-the-fly programmable infrastructure?<br />How much process automation can be introduced that reduces the human touch points?<br />
    5. 5. Digitized Media: Compute, Network & Storage Implications<br />Growing Market Size<br />Increasing Storage Needs<br /><ul><li> 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. 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. 7. Total revenue for storage media and devices will increase about 1.6X from 2011 through 2016 ($485 M to $760 M).
    8. 8. Digital Media files sizes and volumes are increasing. In turn, that is driving more requirements for more storage, CPU, and network fabric.
    9. 9. Active archiving of digital video content is driving increased use of hard drives instead of tape drives for long term archives.
    10. 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.”</li></li></ul><li>Digital Media File Sizes & Data Rates<br />
    11. 11. Some Technical & Operational Challenges<br />Broadcast and Media & Entertainment organizations have traditionally operated 2-3 IT Networks:<br />IT Network: Dedicated to Enterprise IT applications<br />Production Network: Dedicated to the Digital Media Content<br />Third-Party Network: (e.g. contribution, aggregation / distribution / syndication)<br />There is a developing trend of Broadcast and Media customers beginning to collapse these into one network, differentiated by services.<br />Fixed Technology on Islands<br />Distributed / De-Centralized Operations<br />Very Large Assets (1.5 TB+)<br />Hi-Compute, Hi-I/O, Hi-Storage Requirements<br />These factors = Operational Challenges<br />
    12. 12. Media Data Centers: In Transition<br />The transformation of the video-centric facility to IP data-centric platforms.<br />Servers, Storage, Networks, and Media applications combining to address the needs of file-based workflows.<br />Server Sprawl, inefficient resource utilization, growing power demands, cabling complexity lending themselves to rethinking and retooling the infrastructure.<br />Can the facility benefit from centralized and scalable computing, scalable storage, dense and fast network I/O, and the virtualization of media applications?<br />When and what part of my Media Data Center operations should evolve to a Cloud-based model?<br />
    13. 13. Media: Aligned to Cisco’s Top Five Initiatives<br />Data Center transformation at the network level: fast / dense routing & networking. <br />Hardware and Software Infrastructure implementations that enable business process automation, efficiency, and transformation.<br />Media = Cisco’s 5 Strategic Pillars<br />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.<br />Real-time and non-real time video, meeting and sharing places, unified communications and dashboard widgets.<br />Content is video in all forms: Live and File-based digital media.<br />
    14. 14. Poll Survey: Topics for CKN Segments<br />See Poll Panel on the Right hand side <br />
    15. 15. Cisco: From Production to Consumption <br />Direct to Home (DTH)<br />News Gathering<br />Over The Air (DTT)<br />Telco (Wireline)<br />Studio-to-Studio<br />IP<br />IP<br />IP<br />IP<br />IP<br />Cable<br />CM<br />Sport Events<br />Videoscape<br />Digital Media<br /> Network BU<br />CDN/CDS<br />Video Optimized Transport<br />PMDC<br />Primary<br />Secondary<br />Production/Post<br />MAM<br />Distribution - CDN<br />Consumption<br />Contribution<br />Production<br />Routing/switching, UC, TP, Security…<br />Home<br />Post Production<br />Network<br />IP<br />Video Data Center<br />Internet<br />Wireless<br />
    16. 16. Production Media Data Center: What is it?<br />PMDC is an evolutional architectural platform that applies datacenter technologies to greatly improve performance, operational efficiencies and workflow flexibility for media production and distribution.<br />Designed to introduce the concept of scalable computing, fast / dense networking, and optimized and virtualized media applications.<br />Designed as an open platform to support media-centric applications from third parties.<br /><ul><li>Tightly integrated wire-once platform.
    17. 17. Scalable Resources (Compute, Net, Storage)
    18. 18. Dynamic and Flexible (Repurpose) Provisioning
    19. 19. 10 Gig Networking Infrastructure
    20. 20. Heterogeneous Shared Storage
    21. 21. Centralized Media Platform Operation and Management</li></li></ul><li>Stateless Computing<br />Removing State From Infrastructure<br />Stateless client computing is where every compute node has no inherent state pertaining to the services it may host. <br />A compute node is just an execution engine for any application (CPU, memory, and disk – flash or hard drive). <br />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.<br />The servers can easily then be deployed, cloned, grown, shrunk, de-activated, archived, re-activated, etc.<br />
    22. 22. UCS is a Systems Approach to Compute<br />These are Standard Compute Nodes<br />
    23. 23. In the World of UCS…<br />Service Profile: Inlet/Xcode<br />Network1: xcode_prod<br />Network1 QoS: Platinum<br />MAC : 08:00:69:10:78:ED<br />Boot Order: SAN<br />FW: XCODE_bundle<br />Service Profile: Inlet/Xcode<br />Network1: xcode_prod<br />Network1 QoS: Platinum<br />MAC : 08:00:69:10:78:ED<br />Boot Order: SAN<br />FW: XCODE_bundle<br />Service Profile: Inlet/Xcode<br />Network1: xcode_prod<br />Network1 QoS: Platinum<br />MAC : 08:00:69:10:78:ED<br />Boot Order: SAN<br />FW: XCODE_bundle<br />Service Profile: Media Suite<br />Network1: wtrmrk_prod<br />Network1 QoS: Gold<br />MAC : 08:00:69:10:78:FF<br />Boot Order: SAN<br />FW: WATER_bundle<br />Service Profile: Media Suite<br />Network1: wtrmrk_prod<br />Network1 QoS: Gold<br />MAC : 08:00:69:10:78:FF<br />Boot Order: SAN<br />FW: WATER_bundle<br />Service Profile: Signiant<br />Network1: mam_prod<br />Network1 QoS: Platinum<br />MAC : 08:00:69:10:68:EF<br />Boot Order: SAN<br />FW: DAM_bundle<br />Service Profile: Signiant<br />Network1: mam_prod<br />Network1 QoS: Platinum<br />MAC : 08:00:69:10:68:EF<br />Boot Order: SAN<br />FW: DAM_bundle<br />Service Profile: Signiant<br />Network1: mam_prod<br />Network1 QoS: Platinum<br />MAC : 08:00:69:10:68:EF<br />Boot Order: SAN<br />FW: DAM_bundle<br />Service Profile: Media Suite<br />Network1: wtrmrk_prod<br />Network1 QoS: Gold<br />MAC : 08:00:69:10:78:FF<br />Boot Order: SAN<br />FW: WATER_bundle<br />This is Stateless Computing.<br />
    24. 24. Media Workloads are Compute Intensive<br />Civolution<br />Fingerprint<br />Media Suite<br />CMS<br />Inlet<br />Transcode<br />Signiant<br />Delivery<br />Civolution<br />Watermarking<br />What if you could repurpose your entire compute infrastructure…<br />At any moment?<br />Workloads<br />
    25. 25. Maximum Agility<br />Inlet<br />Transcode<br /><ul><li>Duplicate Service Profiles with ease
    26. 26. Spin up workloads at will
    27. 27. Resources dedicated to workload
    28. 28. Rapid failure recovery
    29. 29. Repurpose infrastructure in minutes </li></ul>Civolution<br />Fingerprint<br />Civolution<br />Watermark<br />Optimized Utilization<br />Versatility<br />Efficiency<br />Time to Market<br />Media Suite<br />CMS<br />Signiant<br />Distribution<br />Workloads<br />
    30. 30. Server Consolidation<br />VMware<br />BEFORE<br />AFTER<br />
    31. 31. Production Media Data Center Workflow Demonstration<br />Delivery<br />Watermark Fingerprint<br />Productize<br />Transcode<br />Consume<br />Signiant<br />Inlet<br />Civolution<br />Media Suite<br />Video/Audio<br />DRM<br />Analyze<br />Business Policy<br />Watermark<br />Entitlement<br />Transcode<br />Clips<br />Bundle<br />Secure Transfer<br />Fingerprint<br />Distribute<br />Metadata<br />Publish<br />Optmztn<br />FP DB<br />QC<br />Monetize<br />Collaboration &TelePresence<br />ESXi<br />Cisco<br />UCS<br />10G <br />10G <br />Cisco Nexus<br />SAN, NAS, FCoE<br />
    32. 32. PMDC Platform and Technologies<br />Nexus 7k<br />Aggregation & Core<br /><ul><li> Nexus 7K (DCB, FCoE, VoQw/ Central Arbitration, Deep Buffers, Density)
    33. 33. Editing (Avid ‘approved’)</li></ul>NAS <br />Multi Tier Storage<br /><ul><li> SAN Storage – Distributed (1,2,4,8Gbps)
    34. 34. Cisco MDS 9k FC Switch
    35. 35. NAS – 10Gbps, L2/L3 (NFS, CIFs,…)</li></ul>SAN<br />MDS 9k<br />FC Switch<br />Unified Fabric = Wire Once<br /><ul><li>UCS 6k, Nexus 5k, Nexus 2k
    36. 36. Data Center Ethernet (DCE)
    37. 37. 10 Gbps (Lossless, Low Latency)
    38. 38. Converged Network Adapters (CNA)
    39. 39. Fiber Channel Over Ethernet (FCoE)</li></ul>10G CNA<br />10G<br />10G<br />Nexus 5k<br />Ethernet<br />UCS 6k FEX<br />Fiber Channel<br />N2k FEX<br />DCE/FCoE<br />UCS Compute<br /><ul><li> Hi Density (B)
    40. 40. Scalable Compute</li></ul>(Core Procs, Mem, Net)<br /><ul><li> Bare Metal Servers
    41. 41. Virtual Servers</li></ul>Cisco UCS-B<br />Cisco UCS-C<br />
    42. 42. File-Based Detailed Workflow Example<br />Distribution<br />SPs<br />.DPX<br />X1<br />FP<br />VM2<br />Validator<br />UCSM/SP (VM3)<br />Inlet Encode<br />VM4<br />Fingerprint<br />VM5<br />File Mover<br />VM6<br />Signiant Agent<br />VM1<br />Signiant Agent<br />Workflow Mgr<br />=<br />Wipe LUN<br />or Equiv (Artifact Ctrl)<br />Compute MD5 Hash<br />1 to N parallel Encode<br />Civolution<br />FP Ref File<br />D-JRE<br />Mover<br />Ingest Asset<br /> Outbound Servicing<br />Infrstrcr Dir<br />Storage Mgr<br />DPX<br />✔<br />DPX<br />DPX<br />✔<br />X1<br />X1<br />Near Line/Archive<br />FP<br />FP<br />NAS or SAN/LUN<br />
    43. 43. PMDC Performance Advantages<br />Wire Once and Dynamic Provisioning<br />Asset Movement – 10G Network enablement.<br />Reference file sizes for production media<br />10G NAS competing with FC throughput (re: 7+ Gb/s).<br />Network throughput raising ceiling on common/popular media transport application performance<br />Compute Performance Advantages<br />Virtualization and Compute Distribution can cut media processing times drastically (e.g. MD5 hashing, 6 hrs to 38 mins)<br />Scaling<br />Processor Scaling, Encoding / Transcoding Use Case<br />“Pluggable” and Heterogeneous<br />Multi-Access Environment. Multiple OS support.<br />Heterogeneous Storage Access – NAS, SAN<br />Multiple File Systems support, Boot Options, etc.<br />Portable<br />Service Profiles and Virtual Machines enable application portability<br />
    44. 44.
    45. 45. Ecosystem View<br />
    46. 46. PMDC Key Benefits<br />Addresses server sprawl<br />Enables a completely flexible infrastructure to support on-demand and ever-changing workflows.<br />Enables the transformation from video baseband signal routing to a data centric infrastructure.<br />Provides 10x performance increases on certain activities and ensures that maximum resource usage is achieved.<br />Eliminates idle resources and over provisioned and underutilized resource and systems.<br />Enterprise features and ‘Cloud Ready’<br />

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