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Microsoft Media Platform Overview
During the 17 days of the event –
   1.3B page views
   50M unique visitors
   70M videos watched
   5K unique clips viewed per day during
   final week
   35M mobile views
   130K peak streams
   600M minutes of video delivered
   3.5 petabytes of videos delivered
   27 minutes of viewing per session
5.6M unique visitors




6.5M total hours


         $30M in advertising revenue
“Netflix chose Silverlight because it makes a faster and more agile development environment
possible, allowing Netflix to quickly deliver a superior instant watching experience to our subscribers.
When Netflix deployed Silverlight last fall, Netflix members realized a richer experience of access and
quality to instantly watch movies and TV episodes from Netflix on their PCs and, for the first time,
were able to instantly watch the same content on their Intel-based MacIntosh computers.”
                                                 Steve Swasey, Netflix VP of Corporate Communications
TV


                                                                               IPTV
           Music
                                        Monetization


                          Business                        User
    Tape                                                                           Web/P2P
                         Intelligence                  Experience

            PRODUCTION                                                NETWORK
                                         Workflow
             “ON-RAMP”                                               “OFF-RAMP”       Mobile
                            Rights                      Content
Video
                            Mgmt                        Delivery

                                                                                    Gaming
                                          Content
        Metadata                        Management
                                                                                   Portable
                                                                                     Media

            TV
                                                                           Print

                                                                    DVD
Devices
                                                                                                        Recom      Messa-
                                                                                Browse      Search
Reporting           User Experience                                                                     mend        ging

Content Exhibits    Media Player      EPG             Catalog       Genres           Recommendations                     Device Adaption
Reports
                    User Experience Configuration & Extension Development
Advertising
                    Modules          Layout           Themes        Functional Extensions              Interface Extensions
Reports

User Profile and    Personalization
Behavior Reports    Discover         Search           Recommend     Aggregate        Personalize

Technical Reports
                    Digital Content Distribution                     Advertising                     E-Commerce                       Community
                                                                                              Ad-                           Subscri
Management          Windows Media Stream       Download (direct)                            Funded                           ptions
Reports                                                              Ad Serving                      Offers Definition                Instant Messaging
                                                                     Inventory Management            Pricing and Discounts            E-Mail
  Reporting                                                                                                                 Pay
                                                                                                     Bundles                          Content Sharing
                    Digital Rights Management                                                                              (PPV,
   Engine                                                            Advertising                     Transactions
                    Licensing       Encryption Geo-IP Restriction                                                          PTO,
                                                                     Metrics and Reports             Billing
                                                                                                                            Buy-X)


                    Digital Content Management                       Customer Relationship Management
     Data           Ingest System    DAM System                      Customer Profiles
   Warehouse        Assets           Asset Metadata                  Transaction History
                                                                     Customer Request Handling



                                                                     Ad Campaigns                    Content Offers                   User Gen Content
                    Editorial Content
                                                                     Campaigns     Keywords          Price        Bundles             UG Video      UG Tags
                    VoD Content      Live TV          Editorial
                                                                     Creative      Rate Cards        Discounts    Promotions
                    VoD Catalog      EPG              Metadata

                                                                     Customer Profiles
                                                                                                                                             (….)
                                                                     Names         Addresses         Interests        Interaction History
Devices

Reporting    User Experience



             User Experience Configuration and Extension Development


             Personalization


             Digital Content Distribution          Advertising         E-Commerce       Community


 Reporting
             Digital Rights Management
  Engine                       Microsoft®
                               PlayReady

             Digital Content Management            Customer Relationship Management




                                                   Ad Campaigns        Content Offers   User Gen Content
             Editorial Content



                                                   Customer Profiles
An integrated Web media delivery platform, delivers true HD (1080p) streaming and provides
real-time logging to measure media investments. By offering a complete media delivery
platform together with a traditional Web server, rich dynamic Web sites can now be managed
and administered from a single Web platform




Intelligent Progressive     Live Smooth Streaming       Advanced Logging               Edge Caching
Downloads
                            Smooth Streaming            Advanced Logging               End users have a better
Bit Rate Throttling         enables uninterrupted,      provides rich, flexible data   experience when your
increases scalability for   streaming to Silverlight    collection and real-time       Web and media content is
progressive downloads       clients via HTTP, up to     client and server-side         close to them. When you
while reducing bandwidth    true HD (1080p)             logging capabilities           need to scale out your
costs                                                                                  network for broader reach,
                            Live Smooth Streaming       Create custom logging for      IIS now provides proxying
Web Playlists enable you    delivers massively          modules and applications,      and disk-based edge
to protect, personalize,    scalable Smooth             implement a centralized        caching
and monetize your media     Streaming for live events   log farm, or track end user
assets                                                  engagement
Overview
    Live and on-demand media over HTTP
    A hybrid media delivery method that acts like
    streaming but is in fact a series of short
    progressive downloads
    Leverages existing content caches
    Player can seamlessly switch video quality and
    bit rate based on perceived network bandwidth
    and CPU resources
    Support for content protection

Benefits to Consumers
    Fast start-up and seek times
    No buffering, no disconnects, no
    playback stutter
    True HD experience; best quality possible

Benefits to Media Companies
    Low-cost deployment – use existing
    infrastructure
    Extended engagements
    Improved advertising and subscription revenues
Content Delivery Networks   Encoding Product Vendors   DRM Service Providers
Microsoft Media Platform Overview
Key frame
                  alignment and
                     time sync
                       aligned




Active control:
 management
& coordination
1                                                                                  Akamai HTTP
                                                   Akamai IIS
                                                                                     Edge Servers
                                                   Middle Tier

                                                   4
                    StreamOS
       Expression
                                                                 • 36,000 Servers
       Encoder
                                                                 • 1,500 Locations
                                                                 • 900 Networks
                                                                 • 750 Cities
                                                                 • 70 Countries
1) Customer uses Microsoft
   Expression to encode Smooth
                                                                                               DNS
   Streaming content and publish
   it to StreamOS (or NetStorage)

2) User requests media content                                                                      2
   from a Silverlight player via
   Akamai URL                                                                 3
                                    3) Silverlight player contacts
   End user requests IP                Akamai HTTP server to
   address from Akamai DNS             request content.
   system and gets optimal HTTP
   server IP                        4) Media player receives stream
                                       from Akamai HTTP server,
                                       going back to Akamai IIS
                                       middle tier to fill the cache if                      End User
                                       necessary.
All content was encoded with Expression Encoder 2 SP1
Audio:
   WMA 10 Professional codec
   64 kbps 44.1 kHz stereo – great quality, comparable to HE-AAC
Video:
   VC-1 Advanced Profile
   1-pass CBR with 5 second VBV buffer
   Fixed length 2-second closed GOPs
   Maximum encoder complexity for maximum quality
Cross-browser
Cross-platform

Built on .NET


Smooth streaming
Formats
Digital content protection


Advanced content support
Out-of-browser
SEO discoverability
Enhanced graphics
FAST currently powers portals and devices reaching approximately 400m users




                                                              FAST
     FAST                                                                                 FAST
                                    FAST
                                                              Unity
  AdMomentum                                                                             Impulse
                            Recommendations
                                                       Blending of content from
                            Personalized content and
    End-to-end online                                                             Content spotlighting based
                                                         internal and external
                              product promotions
 advertising monetization                                                            on business drivers
                                                               sources



                            FAST Enterprise Search Platform
Search and navigation to
guides users to favorite
video content:

• Simple, intuitive user
  experience has driven
  Hulu.com to Top 10 video
  sites (Nielsen Online)

• Content aggregation and
  data cleansing enables
  aggregation of wide and
  deep content library

• Meta-data enrichment and
  refinement supports
  simplified content
  discovery experience

• Promote sales of digital
  and physical formats
  through partners
Microsoft Media Platform Overview
Microsoft Media Platform Overview
Advertisers                                                   Publishers
& Agencies


     Buy-side Tools
                                                  Publisher Tools
       & Advice
                                                    & Services
                          Ad “Network”
         Provides         Maximize revenue            Can utilize
        proprietary
                            to publishers         publisher data and
      advertiser data
                                  and              preferred access
      and cross brand
                        results for advertisers      to inventory,
          insights
                                                      audiences
Bringing the accountability, targeting and interactivity of the Internet to Television


                       Collects second-by-second tuner data
                        from millions of set-top boxes across
                        North America
   Anonymous
                       Enables true ROI through detailed
 Viewership Data
                        reporting and analytics
    Collection

                       Provides a national service platform for
                        managing end-to-end targeted,
                        interactive applications across MSOs
National Campaign      Measures engagement through
Management for iTV
                        targeted interactivity during programs
     and eTV
                        and advertisements
                       Aggregates video inventory in a
                        common sales and automation system
                       Integrates census level data and real-
                        time intelligence to behaviorally target
                        across networks and platforms
  Behavioral Ad
  Network for TV
                       Reduces friction of buying and
                        addresses media fragmentation
© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market
conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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Microsoft Media Platform Overview

  • 2. During the 17 days of the event – 1.3B page views 50M unique visitors 70M videos watched 5K unique clips viewed per day during final week 35M mobile views 130K peak streams 600M minutes of video delivered 3.5 petabytes of videos delivered 27 minutes of viewing per session
  • 3. 5.6M unique visitors 6.5M total hours $30M in advertising revenue
  • 4. “Netflix chose Silverlight because it makes a faster and more agile development environment possible, allowing Netflix to quickly deliver a superior instant watching experience to our subscribers. When Netflix deployed Silverlight last fall, Netflix members realized a richer experience of access and quality to instantly watch movies and TV episodes from Netflix on their PCs and, for the first time, were able to instantly watch the same content on their Intel-based MacIntosh computers.” Steve Swasey, Netflix VP of Corporate Communications
  • 5. TV IPTV Music Monetization Business User Tape Web/P2P Intelligence Experience PRODUCTION NETWORK Workflow “ON-RAMP” “OFF-RAMP” Mobile Rights Content Video Mgmt Delivery Gaming Content Metadata Management Portable Media TV Print DVD
  • 6. Devices Recom Messa- Browse Search Reporting User Experience mend ging Content Exhibits Media Player EPG Catalog Genres Recommendations Device Adaption Reports User Experience Configuration & Extension Development Advertising Modules Layout Themes Functional Extensions Interface Extensions Reports User Profile and Personalization Behavior Reports Discover Search Recommend Aggregate Personalize Technical Reports Digital Content Distribution Advertising E-Commerce Community Ad- Subscri Management Windows Media Stream Download (direct) Funded ptions Reports Ad Serving Offers Definition Instant Messaging Inventory Management Pricing and Discounts E-Mail Reporting Pay Bundles Content Sharing Digital Rights Management (PPV, Engine Advertising Transactions Licensing Encryption Geo-IP Restriction PTO, Metrics and Reports Billing Buy-X) Digital Content Management Customer Relationship Management Data Ingest System DAM System Customer Profiles Warehouse Assets Asset Metadata Transaction History Customer Request Handling Ad Campaigns Content Offers User Gen Content Editorial Content Campaigns Keywords Price Bundles UG Video UG Tags VoD Content Live TV Editorial Creative Rate Cards Discounts Promotions VoD Catalog EPG Metadata Customer Profiles (….) Names Addresses Interests Interaction History
  • 7. Devices Reporting User Experience User Experience Configuration and Extension Development Personalization Digital Content Distribution Advertising E-Commerce Community Reporting Digital Rights Management Engine Microsoft® PlayReady Digital Content Management Customer Relationship Management Ad Campaigns Content Offers User Gen Content Editorial Content Customer Profiles
  • 8. An integrated Web media delivery platform, delivers true HD (1080p) streaming and provides real-time logging to measure media investments. By offering a complete media delivery platform together with a traditional Web server, rich dynamic Web sites can now be managed and administered from a single Web platform Intelligent Progressive Live Smooth Streaming Advanced Logging Edge Caching Downloads Smooth Streaming Advanced Logging End users have a better Bit Rate Throttling enables uninterrupted, provides rich, flexible data experience when your increases scalability for streaming to Silverlight collection and real-time Web and media content is progressive downloads clients via HTTP, up to client and server-side close to them. When you while reducing bandwidth true HD (1080p) logging capabilities need to scale out your costs network for broader reach, Live Smooth Streaming Create custom logging for IIS now provides proxying Web Playlists enable you delivers massively modules and applications, and disk-based edge to protect, personalize, scalable Smooth implement a centralized caching and monetize your media Streaming for live events log farm, or track end user assets engagement
  • 9. Overview Live and on-demand media over HTTP A hybrid media delivery method that acts like streaming but is in fact a series of short progressive downloads Leverages existing content caches Player can seamlessly switch video quality and bit rate based on perceived network bandwidth and CPU resources Support for content protection Benefits to Consumers Fast start-up and seek times No buffering, no disconnects, no playback stutter True HD experience; best quality possible Benefits to Media Companies Low-cost deployment – use existing infrastructure Extended engagements Improved advertising and subscription revenues
  • 10. Content Delivery Networks Encoding Product Vendors DRM Service Providers
  • 12. Key frame alignment and time sync aligned Active control: management & coordination
  • 13. 1 Akamai HTTP Akamai IIS Edge Servers Middle Tier 4 StreamOS Expression • 36,000 Servers Encoder • 1,500 Locations • 900 Networks • 750 Cities • 70 Countries 1) Customer uses Microsoft Expression to encode Smooth DNS Streaming content and publish it to StreamOS (or NetStorage) 2) User requests media content 2 from a Silverlight player via Akamai URL 3 3) Silverlight player contacts End user requests IP Akamai HTTP server to address from Akamai DNS request content. system and gets optimal HTTP server IP 4) Media player receives stream from Akamai HTTP server, going back to Akamai IIS middle tier to fill the cache if End User necessary.
  • 14. All content was encoded with Expression Encoder 2 SP1 Audio: WMA 10 Professional codec 64 kbps 44.1 kHz stereo – great quality, comparable to HE-AAC Video: VC-1 Advanced Profile 1-pass CBR with 5 second VBV buffer Fixed length 2-second closed GOPs Maximum encoder complexity for maximum quality
  • 15. Cross-browser Cross-platform Built on .NET Smooth streaming Formats Digital content protection Advanced content support Out-of-browser SEO discoverability Enhanced graphics
  • 16. FAST currently powers portals and devices reaching approximately 400m users FAST FAST FAST FAST Unity AdMomentum Impulse Recommendations Blending of content from Personalized content and End-to-end online Content spotlighting based internal and external product promotions advertising monetization on business drivers sources FAST Enterprise Search Platform
  • 17. Search and navigation to guides users to favorite video content: • Simple, intuitive user experience has driven Hulu.com to Top 10 video sites (Nielsen Online) • Content aggregation and data cleansing enables aggregation of wide and deep content library • Meta-data enrichment and refinement supports simplified content discovery experience • Promote sales of digital and physical formats through partners
  • 20. Advertisers Publishers & Agencies Buy-side Tools Publisher Tools & Advice & Services Ad “Network” Provides Maximize revenue Can utilize proprietary to publishers publisher data and advertiser data and preferred access and cross brand results for advertisers to inventory, insights audiences
  • 21. Bringing the accountability, targeting and interactivity of the Internet to Television  Collects second-by-second tuner data from millions of set-top boxes across North America Anonymous  Enables true ROI through detailed Viewership Data reporting and analytics Collection  Provides a national service platform for managing end-to-end targeted, interactive applications across MSOs National Campaign  Measures engagement through Management for iTV targeted interactivity during programs and eTV and advertisements  Aggregates video inventory in a common sales and automation system  Integrates census level data and real- time intelligence to behaviorally target across networks and platforms Behavioral Ad Network for TV  Reduces friction of buying and addresses media fragmentation
  • 22. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Editor's Notes

  1. <number>
  2. In addition to renting DVDs, Netflix, the world's largest online movie rental service, now offers its customers the ability to watch movies instantly on the PC and Mac via Silverlight. The Netflix instant watching catalog of more than 12,000 movies continues to grow with significant new titles from CBS, the Disney Channel and Starz Play. With Silvelight, Netflix members who watch movies and TV episodes instantly on their computers will enjoy a faster, easier connection and a more robust viewing experience due to the higher video quality built directly into the player. Among the viewing enhancements with the new player is a breakthrough in timeline navigation that vastly improves the use of fast-forwarding and rewinding. The new Netflix player also takes advantage of PlayReady DRM, which is built into Silverlight, for the playback of protected content on both Windows-based PCs and on Macs, which had not been possible with previous generation technologies. \"We chose Silverlight because it provides a faster and more agile development environment, allowing us to quickly deliver superior online movie viewing experiences to our customers,\" said Steve Swasey, Vice President of Corporate Communications, Netflix. \"In addition, we achieved real cost savings with our Silverlight solution, enabling us to focus resources on other projects that help us further differentiate from our competitors.\"<number>
  3. This slide should show: “this is how Microsoft does it”Would be good to refresh itBasically showing an integrated picture.Step 1:This is a very high level view of the content value chain in digital media:Gathering, creating and managing content in a variety of different formats, from text to images and video, and managing the metadata that is associated with that content.Managing the creative and business processes required to deliver and monetize content experiences, which includes business management and business intelligence, content and rights management, and finally managing digital advertising.Delivering content experiences across a world of devices, from TV screens and set-top boxes to PCs, mobile devices, gaming platforms, portable media and physical media like print and optical storage media.This value chain is more complex both with regards to the variety of content formats, and with regards to the diversity of devices that publishers have to support. On top of this there are the trends we spoke about in the last slide. In this ever-changing world of digital media, was are media executives supposed to do? Here is what Gartner said in a 2007 report:1. Develop a multidevice, multiple-platform delivery strategy that goes beyond the PC.2. Ensure that your user experience is consistent across all delivery platforms.3. Integrate ad sales across media — newspaper, radio, TV and online. Get your sales staff out of the silo mind-set, and get them to sell packages. 4. Wrap content in a rich set of services, including community and personalization, to provide differentiation and build customer loyalty.5. Have at least four of the top social-networking tools for taste sharing or viral sharing on your computer at all times. And, where available, have them on your mobile phone as well. 6. Abandon efforts to control consumer behavior by digital rights management (DRM) in favor of digital watermarking. 7. Have weekly or monthly meetings with your legal staff that deal with copyright and copyright infringement. 8. Focus on parental controls. Seek out technical solutions, as well as educational tools, to help parents control what their children can see or hear. Make parents aware of your efforts. 9. In your business development or marketing group, assign a subgroup or a few individuals as consumer advocates to track what's happening in consumer interest or advocacy groups such as AARP. Ensure that these consumer advocates get deeply entrenched and participate in such groups, and don't just monitor the groups' Web sites once or twice a week. Participate. Do not rely on automated \"buzz metrics\" information.While we might not agree with all these points, many of them certainly right. So how can Microsoft help media companies to be more successful? Step 2:Our value proposition really encompasses two key aspects:Optimizing the content value chain andEnabling and Monetizing content experiences.(talk through the boxes)5
  4. This build slide shows details of the building blocks of a Web Video Delivery platform.
  5. 7
  6. IIS Media Services Wave 2 Update7/9/2008Microsoft Confidential7
  7. IIS Media Services Wave 2 Update7/9/2008Microsoft Confidential7
  8. IIS Media Services Wave 2 Update7/9/2008Microsoft Confidential7
  9. There are other approaches to adaptive streaming. For NBCOlympics.com Microsoft created a solution that used a technique that “pre-chunked” the files. The source media was encoded to four different quality levels. Then those files were physically broken up into 2 second chunks and then posted to a Web server. A 90 minutes movie with 5 different encoded bit rates chopped into 2 second chunks would produce 13,500 files. Most movie sites aim for 10,000 film catalog.IIS Media Services Wave 2 Update7/9/2008Microsoft Confidential11
  10. IIS Smooth Streaming works with contiguous files on the server. This makes file management dramatically easier. Once the server receives a request from the Silverlight player it begins delivering the content. If IIS receives a request for a different bit rate, it will deliver the next logical piece of video in time as a video chunk to the client. It is not a completely new stream which makes the change in quality transparent to the end user. These “virtual chunks” are cacheable object on the network. 12
  11. Deploying content to an IIS Web server running Smooth Streaming is easy. Encode the source content using Expression Encoder 2 SP1 using the built-in Adaptive Streaming Profile for IIS Smooth Streaming. Choose four or more quality levels. Expression Encoder encodes each quality level as its own contiguous file.
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