Podango on AWS
Architecture for Rich Media Application Platform
to achieve Deep Brand Engagement
in a Web 2.0 world

Deep Brand Engagement
Show producers need to cater to their audiences
where they are, in the way that they are accustomed
to–not in a walled garden, or a destination site.
Rich Media Application Platform (RMAP)

Deep Brand Engagement
Uniting brands, show producers, and audiences to
create engagement and interaction around brands.
Dixie and MommyCast
Survey says: MommyCast listeners 70% more likely to
buy Dixie paper products
What does that mean for the technology?
Distributed, audience-centric, loosely coupled

DBE Map
Distribution
Integrations
Twitter
Channel Hosting/Services FriendFeed
Ning*
Podango OpenSocial*
Ning* Social
Widgets Podango.com FaceBook*
Network
iTunes/RSS
APIs Email*
Adobe AMP
Show A Podango Show B Podango Show C Podango Show D Podango
Widgets Widgets Widgets Widgets
Podango
Blogger WordPress Drupal
Press
* Target Date Q4 ‘08

RMAP
RMAP = lots of media files
Lots of storage capacity and ability to grow
CPU time for transcoding, media assembly (ad/
sponsorship and component stitching)
Traffic patterns are ‘spikey’

Technology Map
Podango.com
Product Technology Social Networks
Map (Facebook, Open
Social, Ning,
Friendfeed, etc.) via
APIs, Widgets, Apps/
plugins PSBL
* APIs & Widgets Push assembled
Podango Press * RSS ingestion content into PE*
view and manage * Media Management
individual shows stitching/assembly,
(upload content, standardization Uploader
manage metadata), * Stats gathering,
and stations mining & reporting
* Generate RSS
Feeds, email
Remote Player
notifications
Consumes Content
Record Stats
Enables Sharing
Enables Interaction
www.podango.com
Directory, site FTP Media Server
Administration, Site Push episode media
content (learning to PE
center about us),
payments, account S3 Storage
signup, etc..
SQS
Database farm Download Server
Farm
High availability & high
Data performance
Mine downloads, stats

Media Processing
RSS ingestion
Pull media producers’ feeds & create episodes
Media transcoding and stitching
listen on SQS queue for jobs, pull originals off S3,
process and pushed finished files to S3

Content Publishing
~16 Download Server EC2 instances
Proxy requests for S3
Can failover to CDN or S3 directly (bypassing proxy)
3 HTTP load balancer instances
~17 HTTP application server instances
HTML
RSS
2 Image application server instances

ROI - ROFL
Colo solution (Competitors)
Start: $100k+, 3-4 FTE management, ~$10k/mo
Now: 2-3 FTE, ~$100k/mo
AWS solution (smooth scaling)
Start: $0 setup, 1.5 FTE management, ~$1k/mo
Now: 1.5 FTE management

Extensions into Business
AWS-inspired business practices
Distributed offices
On-demand staff augmentation
Low-risk, high quality communication
Flexible and fast, nimble and nascent

Contact Info
JT Zemp
CTO
www.podango.com
jt@podango.com
twitter.com/jtzemp
linkedin.com/in/jtzemp