Cloud as a Flexible & Collaborative Tool for Creators
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Cloud as a Flexible & Collaborative Tool for Creators

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How Cloud infrastructure can accelerate and enhance the creative process in Media and Entertainment

How Cloud infrastructure can accelerate and enhance the creative process in Media and Entertainment

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  • Self-introductionThank you to Marty Lafferty, the DCIA, and the NAB for allowing us to participate
  • Not really talking about the cloud for distribution. That ship has long since sailed. This discussion is about the your business of making, transforming, storing, and managing the creative process and content.The cloud is cloudyTo quote Microsoft ad campaign, we all seem to be harkening the call “to the cloud”But should and/or how we as M&E industryApparent, intuitive benefitsIn addition to the marketing there seem to be readily apparent, intuitive benefitsEasy collaboration, built in resilience or backup, reduce capital expense, lower TCO, etc. Lot of vendors pushing solutions, many untestedNot All experts agree Excerpt from famous quote of Larry Ellison in reference to the industry calling everything cloud
  • These are really the same advantages as in any industry. In some cases they apply even more so in the realm of creative collaboration and Media and Entertainment. Federated resources mean virtually "No Limit“Flex your needs as function of workload, when in lumpy business it avoid large capex expenses that remain unused in downtime M & E business is definitely project based. And whether you are in broadcast or film often times you never know when the next big project will come. CPM quality of the cloud, everything is metered and relatively cheapFocus on creative process not on IT "No worries"Enable follow the sun creative process for distributed teams
  • Expensive Workstation & LicensesEspecially for smaller independentsProcessor intensive applications (Rendering, Transcoding, …)Keeping the creative process going – less breaks waiting for the technology to catch upAmount of compute varies depending on type of creatorGPUs and CPUs
  • Large file sizesLess about the cost of storage and more about the cost of transport in money and time – keep it all in the cloud and now need to move it.Local ingest and downloadUnlimited capacityKeeping more allows you to do moreRedundancy, fail-safeDistributed, global“Its not really the cost of computing, it is the cost of delivering the results of your computing” - Alistair CrollThis quote is as, or more, true in the creative world than in any
  • All Collaboration is good but one might say that two people in a creative environment being able to see and hear the same content is even more important to their process than two accountants sharing numbers?Large Studio example: LA, Japan, India, Europe
  • More Detail on Disadvantages:Legal Concerns – Covered by Jim Burger, DowLohnesSLA’s. guarantees - Covered by Jim Burger, DowLohnesSecurity ConcernsCovered by Jim Burger, DowLohnes But would like to emphasize it becomes even more difficult with distributed solutionConnecting to the CloudFast access - Issue of bandwidth - how do we get enoughDelivery NetworkNetworks and Cisco to help carry videoLarge well know tier one making the best around tier one96% in 2014 will be videosLast mile
  • Implementation (for the cloud provider)Hyperscale Meta data management Resilience Performance Geo distributionTrustPublic, Private, HybridConsumptionCapex, Opex, RisksScaleInteractivity
  • Needs of the different groups…Business Security Piracy Legal Issues Control Ultimately, profitabilityIT Security Management Performance Support Control CostCreative Limitations to Creativity Collaboration Control
  • Implementation (for the cloud provider)
  • You do not want creative people thinking about infrastructure and you do not want them managing to infrastructure. That is you do not want them changing or limiting the creative process based on infrastructureThe artists time to redo is always more expensive then the cost of the technology. The cost of a GB or a CPU cycle is irrelevant in comparison the loss of assets, time, energy, or worse yet “creativity” itselfIt is the features or attributes cloud that are important. Its ability to be transparent, agile, and intuitive. The cloud more cable of this type of computing than anything we have seen before.
  • Specifically for Creative Collaboration.New storage technologiesAllow us to get to scale that is necessaryObject vs file Benefits for M&EPrivate CloudsLarge M&E organization build their own private cloudFox news example Industry vertical CloudsEmergence of industry clouds - FSI exampleBig RetailAsk question of the audience - should this be done in M&E – is there a use case for this in M&EDo clouds lead us to a new business of creativePublic cloud - independent creative people - Majors maybe not, but independent might say yes. They cannot afford all the tools but maybe collaboration and sharing resources works for them.Virtual production – Cloud based everything NLE, Storage, Transcoding, Rendering, etc.
  • For creative users…

Cloud as a Flexible & Collaborative Tool for Creators Cloud as a Flexible & Collaborative Tool for Creators Presentation Transcript

  • 4.16.2012Cloud as a Flexible & Collaborative Tool forCreatorsCloud Computing Conference - NAB 2012Jean-Luc ChatelainVice President, Office of Strategy and Technology ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | The New Black ► The Cloud is “cloudy” ► Apparent & intuitive benefits Should your ► Vendor “cloud buzz” business ► Not all the experts agree be in the cloud? “What is it [cloud]? Its complete gibberish. Its insane.” – Larry Ellison, Oracle CEO “Common, Location independent, Online, Utility, on Demand.” – Joe Weinman, Cloudonomics2 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | The Good ► Federated resources ► Flex your needs as function of workload, when in lumpy business ► Avoid large CapEx that remains unused in downtime ► Focus on creative process not on IT ► Enable follow the sun creative process for distributed teams ► Lower TCO3 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | Compute ► No need for expensive workstations or licenses ► Easy access to unlimited processing for intensive applications (Rendering, Transcoding, …) ► Flexible amount of compute as requirements vary depending on type of creator and tools ► Access to CPUs & GPUs4 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | Storage ► Large file sizes ► Unlimited capacity ► Redundancy, fail-safe ► Distributed, global ► Local ingest and download ► Collaborative “Its not really the cost of computing, it is the cost of delivering the results of your computing” - Alistair Croll5 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | Expanding on Collaboration What does it mean for creative teams? ► Increased interaction, availability, & creativity ► Follow-the-sun production ► Shrinking world, Globalization6 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | The Bad ► Legal Concerns ► SLAs, guarantees ► Security ► Last mile access…a powerful cloud is useless to the end user with a small pipe7 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | The Ugly ► Implementation ► Trust ► Consumption ► Scale ► Interactivity8 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | Stakeholder Needs Business IT Creative9 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | Implementation ► Metadata management ► Resilience ► Performance ► Geo distribution ► Easily & efficiently scaling, eventually to hyperscale10 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | Scale ► A movie is not one object but millions of files - needs to scale to billions of files ► Same footage is broadcast again & again by stations all over the world ► More capabilities = more storage 2K, 4K… 5K, 8K ► Larger file sizes SD, HD… 3D, Ultra HD 24fps… 48fps, 60fps11 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | Keeping the Creativity Flowing ► Agile & intuitive ► Creative people are "special" Many editors & ► Productivity that still "feels creative" animators know what a RAID array ► Efficiency vs. creativity is… ► 1 frame can make or break the whole workflow or project Should they? Should they?12 ©2012 DataDirect Networks. All Rights Reserved.
  • The Future of the Creative Cloud ► New storage technologies ► Private Clouds ► Community Clouds ► A new business model for creators13 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | Is not about technology It is about . . . ► Taking an overnight 12hr rendering process & making it real-time ► Results delivered 1 week earlier at no additional cost ► Finding a forgotten back-up copy that saves the project ► More optimized file formats in the same amount of time ► Collaboration across great distances that can still ignite wonderful sparks of creativity ► Working deeply in technology, yet feeling like an artist or a journalist or a broadcaster14 ©2012 DataDirect Networks. All Rights Reserved.
  • Cloud | Should we be in it? “IFR flight depends upon flying by reference to instruments only” - FAA Should your business be in the cloud? We absolutely can operate in the cloud, as long as we have the right instruments.15 ©2012 DataDirect Networks. All Rights Reserved.
  • A Word from Our Sponsor16 ©2012 DataDirect Networks. All Rights Reserved.
  • DDN | The Global Big Data Leader ► We deliver highly scalable & highly efficient storage solution ► Specializing in the most content intensive environments ► Over 600 Media and Entertainment customers ► Cloud storage experts in scale and performance ► Leaders storage workflow optimization for over 10 years ► Learn more at booth #SL 661117 ©2012 DataDirect Networks. All Rights Reserved.
  • Thank You Q&A DataDirect Networks, Information in Motion, Silicon Storage Appliance, S2A, Storage Fusion Architecture, SFA, Storage Fusion Fabric, Web ObjectScaler, WOS, EXAScaler, GRIDScaler, xSTREAMScaler, NAS Scaler, ReAct, ObjectAssure, In-Storage Processing and SATAssure are all trademarks of DataDirect Networks. Any unauthorized use 18 ©2012 DataDirect Networks. All Rights Reserved. is prohibited.