PMDC. Production Media Data  CentersApplying Scalable Computing, Virtualization, and Fast / DenseNetworking for Broadcast ...
• Trends & Challenges• What is PMDC (Production Media Datacenter)• PMDC 0.5 Overview (William Van Nieuwenhove)• Conclusion...
Hyper competitive   New Consumer                          OTT becomes                      Video Markets       Experinece ...
• Manage the growth of digitally stored       content.            Reducing the number of copies of same asset.            ...
• Transition from Tape to Digital still not completed.• Broadcast and Media & organizations have    traditionally operated...
Production                                   Contribution   Production/Post           Distribution - CDN               Con...
• PMDC is an architectural platform that applies standards based     datacenter and networking technologies to greatly imp...
www.ciscoknowledgenetwork.com© 2010 Cisco and/or its affiliates. All rights reserved.                        Cisco Confide...
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PMDC. Production Media Data Centers

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PMDC. Production Media Data Centers

  1. 1. PMDC. Production Media Data CentersApplying Scalable Computing, Virtualization, and Fast / DenseNetworking for Broadcast and MediaOctober 2011© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  2. 2. • Trends & Challenges• What is PMDC (Production Media Datacenter)• PMDC 0.5 Overview (William Van Nieuwenhove)• Conclusion© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. Hyper competitive New Consumer OTT becomes Video Markets Experinece mainstream B2B2C vs OTT (Hybrid) Multi Platform IT standardisation Cross Media brand * content = in Production Delivery differentiation Infrastructure© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. • Manage the growth of digitally stored content. Reducing the number of copies of same asset. Improving the access to centralized storage platforms. Consolidating into fewer but more scalable storage platforms.• Manage the complexity of multiple formats for different consumption devices. Flexible infrastructure for just in time digital content adaptation.• Enable higher productivity and reduce cost per unit of content produced. Linking production system and business systems Full and efficient availability of digital assets© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. • Transition from Tape to Digital still not completed.• Broadcast and Media & organizations have traditionally operated 2-3 Infrastructures IT: Dedicated to Enterprise IT applications Production: Dedicated to the Digital Media Content Third-Party Network: (e.g. contribution, aggregation / distribution / syndication) Clearly moving to unified infrastructures/organizations• Fixed Technology on Islands/Silos most of the time based on purpose built proprietary technologies.• Media asset technology differentiated characteristics •Very Large Assets (1.5 TB+) •Hi-Compute, Hi-I/O, Hi-Storage Requirements •In process of standardization.• Operational Challenges. Scaling, Agility.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 6. Production Contribution Production/Post Distribution - CDN Consumption MAM Primary Secondary Direct to Home (DTH) DMDC IP Home Video Optimized Over The Air (DTT) News Gathering Transport CDN/CDS Post Production IP IP Network Telco (Wireline) IPDigital Media Sport Events IPNetwork Routing/switching, UC, TP,Cable Security… Videoscape IP Studio-to-Studio Video Data Center Internet CM Wireless PMDC © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
  7. 7. • PMDC is an architectural platform that applies standards based datacenter and networking technologies to greatly improve performance, operational efficiencies and workflow infrastrcuture flexibility for media production workflows Strong Ecosystem focus Media Clients Production Media Users Corporate Users Campus Application PartnersMedia Client Access Network Catalyst 65XX Nexus 7K 4XXX IP Media Storage Partners Network Media DC IP Media Ready Nexus Unified 10 GE DC Core MDS Consolidated 5k Fabric VSAN SAN 3rd Party Computing Unified Computing System 3rd Party Storage Virtualization Partners Cisco UCS-C Cisco UCS-B© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. www.ciscoknowledgenetwork.com© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
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