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.