Look at media creation and distribution model, media/video applied to Data centers/Clouds, use case of production media data center: studio workflow model, and media data centers for Video Service Providers

1. Media Data Centers
Production and Distribution for Content & Service Providers
February 2012
Chris Hayes, Solution Architect Cisco Web & Media Organization
Tom Ohanian – Business Development Manager, USSP Media
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2. • Media Creation and Distribution Model
Creation/Contribution, Production, Distribution, Consumption
• Media/Video Applied To Data Centers/Cloud
Media Requirements, DC Advantages, Media Pod Concept
• Use Case: Production Media Data Center - Studio Workflow Model
Proof of Concept and Performance Testing
• Media Data Centers for Video Service Providers
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3. Source/Create Contribution Production/Post Distribution & Service Provider Consumption
Syndication
Direct to Home (DTH)
Primary Secondary
Home
IP
Over The Air (DTT)
News Gathering Post Production
IP IP
Network
Telco (Wireline)
IP
IP
Sport Events
Cable
IP
Video Data Center
Studio-to-Studio
Internet
AP/Gwy
Wireless
Production Media Data Center
Media Data Center
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4. Contribution
Primary
Studio
Distribution
Studio
Final Common core network
Studio requirements & designs
IP/MPLS
Core
Secondary
IP/MPLS
IP/MPLS Distribution
Mobile Core
Core
Studio
Fixed
Studio
IP/MPLS
IP/MPLS
Core
Home
Core Network
Access
DCM
VOD Network
Super
Head End content
(x2) distributing
to scale
DCM
VOD VOD VOD
Super DCM / VQE
International & National Local
National Content Content Head End (x2) Head End VSO Home
Content
Insertion Insertion Insertion (x10s) (x100s) x millions
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5. • Content Providers and Broadcast organizations have traditionally operated 2-3
IT Infrastructures:
IT Network: Dedicated to Enterprise IT Applications and Operations
Production Network: Dedicated to Digital Media Content Production
Delivery Network: (e.g. contribution, aggregation / distribution / syndication)
• There is a developing trend to collapse and operate these on one infrastructure,
differentiated by services.
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6. What kind of serious problems have you experienced in your move to IT based
production systems?
Others
Project management issues
Software integration issues
Media management issues
Consolidate
File format and interoperability issues Infrastructure and
management. IaaS
File transfer issues
Model.
IT Network and Infrastructure issues
None
0% 10% 20% 30% 40% 50% 60% 70%
Source: European Broadcasting Union
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7. Unique Interfaces to Media Sources Strict Media Redundancy Models
• IP Multicast from sources pushed deep into data center • A single blade or link failure can impact millions of customers
• Multi-Path connections to acquisition products (Satellite, Off-Air) • Critical applications may require duplicate Media Workflows
• Source Redundancy based on application control plane and on fully redundant components (N+N model)
Satellite Off-Air
Media analytics (ETR-290 specs) • Geographically diverse and load balanced Media Workflows
• Storage redundancy and backup model span geographies
High Bandwidth Network Loading Unique Media Storage Requirements
• Media Workflows generate persistent traffic (24/7) Virtual • Heavily weighted toward NFS/NAS models (10G and FCoE)
• Typical IT link oversubscription models (10:1) do not apply Storage • IOPS and BW much higher per blade than many IT apps
L2/L3 Fabric
•QoS models must support high volume, low latency, Pools • TB Storage requirements rapidly expanding with new content
priority traffic over redundant paths sources, delivery profiles, and device formats
• Media load dictates unified fabric and 10G switching links • Storage spans Media Archive (NL-SAS), Workflows (SAS),
high capacity database (Flash), and Origin Stores (Blended)
Media Application Diversity Media Cloud Service Models
• CPU intensive Media apps consuming complete blades and • Private cloud.
bare-metal installs are common • Hosted media services enablement (e.g. post, xcode, edit,)
• Media apps with high transaction rates or fast database •Electronic/Service Fulfillment
access are common • “TV Everywhere” delivered by Video Service Providers,
• Multiple classes of computing required: high compute, dense Content Owners, and Media Companies
memory, high I/O, and virtualized workloads • Service Orchestration, Multi-tenancy, Security core features
The Media Cloud provides a fundamental change in the way Video entertainment and
applications are delivered. The Cloud-Ready Media infrastructure applies the most
advanced Data Center technologies to enable new Media business models.
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8. Blades in
Appliances Media Pods Virtualization Media Cloud
• Purpose built appliances • Media Applications mapped • Virtualized Media apps increase • Tap the power of the
perform high performance to blades in Media Pods efficiency, scale, and mobility Media Cloud
Media processing • Increased agility and service • Take advantage of Moore’s Law, • Replicated Media Pods,
• Limited appliance life span velocity thru replicated increased application density across National/Regional
• Locked into specific vendor Media Pods with more powerful blades, footprint, deliver proven
• Locked into appliance • Massive reduction in switches, better density per rack performance
capacity and performance cabling and management • Virtualized Apps easily • Dynamic scale based on
• Limited flexibility and agility points replicated to increase scale or consumer demand thru
• Support many Media expand to new geographies service orchestration
application vendors on a • Service Velocity increased, • Data Center Interconnect
single Unified Media Cloud deploy virtualized Media Apps (DCI ) of Media Pods
• Operations improved thru across replicated Pods • B2B Media-as-a-Service,
Service Profiles, SAN multi-tenant data centers
Boot, Stateless Servers
Virtual Apps and Distributed Data Centers
Appliances in Racks Blades in Media Pods Infrastructure and Media-as-a-Service
Media Cloud
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