Sony: Media SOA Systems for Digital Entertainment Production. David Carroll, Sr. Systems Architect, Sony Electronics Inc.

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1 Sony: Media SOA Systems for Digital Entertainment Production David Carroll, Sr. Systems Architect, Sony Electronics Inc. June 22, 2010

2 Sony Electronics and Software AG are working together globally to develop a Media Production Workflow solution based on SOA for the Entertainment Industry, including motion picture and television production and distribution. Get There Faster. 6/29/2010 Process World

3 Enterprise Media Workflow SOA Platform Based on 40+ years of Sony s media industry experience Includes world class IT products webmethods 8 suite (embedded) Oracle 11g Enterprise (embedded) Other features: Sony ProUI GUI for low light environments Media Workflow Template library Web Services and adapters for 3 rd Party Media products Media Bus to manage file movement and storage 6/29/2010 Process Get World There 2010 Faster. 3

4 What is the problem? Dramatic film and television production techniques have been relatively unchanged for over 50 years. The changes have mostly related to adding sound, color, and wide screen formats to the same process of capturing images on film, physically editing the material, and optically copying the final product for distribution. 6/29/2010 Process Get World There 2010 Faster. 4

5 What is the problem? About 15 years ago, new technologies began to change the production process: Telecine scanning film to video tape Video editing producing negative cut lists Video based Visual Effects Film recorders 6/29/2010 Process Get World There 2010 Faster. 5

6 What is the problem? In the past 5 years changes have increased dramatically: High Resolution data scanning of film Large RAID disk systems to store a complete production Digital Editing and Visual Effects Digital Intermediate and color correction systems Laser film recorders to write out the finished digital images High resolution digital cinema cameras equal to film cameras Digital cinema projectors and digital distribution of movies Demand for content in alternative formats (Web, itunes, etc.) Shortening of release schedules for Theatrical, TV, DVD, etc. New technologies and formats proliferating rapidly 6/29/2010 Process Get World There 2010 Faster. 6

7 Other issues? All of these changes have created new issues: Digital formats plus accessibility of the Internet has increased the effect of piracy and production leaks to a billion dollar problem Compressed schedules with more types of distribution have increased the complexity and amount of work to finish a title Vastly increased visual effects have added complexity to management of the production process Digital acquisition encourages shooting more footage (tape or memory is free compared to film and processing) Increased resolution (4k vs. 2k) has multiplied storage requirements 3D projects are becoming common, increasing complexity and number of files 6/29/2010 Process Get World There 2010 Faster. 7

8 What is the result? The Media and Entertainment Industry is moving rapidly from film and traditional video content production to digital file based content. More than 40% of major motion pictures are now shot with digital cameras. 90% of major films are edited and processed digitally, even if they are shot on film. A growing percentage of dramatic television shows are now shot digitally. 6/29/2010 Process Get World There 2010 Faster. 8

9 Why is digital production different? Each shot captured digitally results in a large high resolution moving picture file, as well as additional files for sound and metadata. These files must be transported and stored on RAID arrays to insure against data loss and corruption. The files must be processed or transcoded into lower resolutions and different formats for post-processing, editing, and visual effects, resulting in more files. All these files must be carefully managed throughout the process 6/29/2010 Process Get World There 2010 Faster. 9

10 Digital Island Problem Digital Workflows based on legacy techniques Content ingested in multiple formats Redundant activities Physical media handoff between digital islands Transport of physical media Manual operations Manual tracking Get There Faster. 6/29/2010 Process World

11 File based production goals More creative freedom Ingest Capture 2K/4K Scan Dailies Picture Editorial Sound Editorial Distribution Servicing Non-creative tasks automated Easy access to high quality content Digital Backbone Content Sony Imaging Technology Improved process efficiency Centralized data management Improved security DI Process Marketing VFX Stock Footage Archive Scalable and Flexible Get There Faster. 6/29/2010 Process World

12 The Storage Problem Blockbuster movie 2012 Shot (mostly) digitally 30 million frames 12,500 shots Every frame online Equals 1,875,000 ft of 35mm film 347 hours of footage 240 Terabytes at HD resolution 1.44 Petabytes at 4K resolution Online for 6, 12, 18 months Get There Faster. 6/29/2010 Process World

13 Digital Production Pipeline Acquisition Film Digital Tape Transcoding/File Conversion Storage Post Production Digital Production SOA based Workflow/Metadata/Asset Management Digital Master Distribution/Broadcast Distribution Master Cinema(DCP) Distribution Satellite Terrestrial Viewing Theater Entertainment Memory TV(Int l) Media Home Dailies Editorial VFX Conform DI IPTV Blu-ray Hotel/Flight Internet 6/29/2010 Process Get World There 2010 Faster. 13

14 Typical Studio Post-Production Workflow Transcode EDL Receive Content Ingest NLE Central Storage DPX Color Grading 6/29/2010 Sales Get Kickoff There 2010 Faster. 14

15 User Role Mapping Requirements User Joe Project ABC Ingest Tech Privilege-1 Privilege-2 Privilege-3 Project XYZ Ingest Tech Privilege-1 Privilege-5 Privilege-7 Jane Editor Privilege-2 Privilege-4 Privilege-6 Fred Colorist Privilege-2 Privilege-7 Editor Privilege-2 Privilege-7 Privilege /29/2010 Sales Get Kickoff There 2010 Faster. 15

16 Loosely Coupled Integration Traditional Tightly Coupled Systems Loosely Coupled SOA Systems Changing a tool can break the system! Changing a tool is easy! 6/29/2010 Process Get World There 2010 Faster. 16

17 Sony ProUI Graphical User Interface Designed for low-light, color critical operations Based on Golden Ratio Clear area of primary focus regardless of monitor size Intuitively pleasing to eye Implemented as custom skin of webmethods UI Get There Faster. 6/29/2010 Sales Kickoff

18 Sony ProUI Task GUI designed for Production Environment Notification Task management Status management 6/29/2010 Sales Get Kickoff There 2010 Faster. 18

19 SOA Platform Selection 6/29/2010 Process Get World There 2010 Faster. 19

20 SOA Platform Selection Sony Solutions Engineering SOA Evaluation Software AG webmethods 7 Oracle 10g IBM Websphere Tibco Active Endpoints/Red Hat JBoss 6/29/2010 Process Get World There 2010 Faster. 20

21 SOA Platform Evaluation Criteria Analyst Evaluations Design Tools, Debugging Tools Platform Completeness Developer Support Standards Support Embedded Business Model Suitability for Media Operations Long running processes Asynchronous operations Workflow persistence (for restarts) Human tasks 6/29/2010 Process Get World There 2010 Faster. 21

22 After a lengthy evaluation, Sony Solutions Engineering selected Software AG webmethods as the embedded SOA platform to use in their media workflow product. Get There Faster. 6/29/2010 Process World

23 System Architecture SOA + Media Tools 6/29/2010 Process Get World There 2010 Faster. 23

24 Sony Media Backbone Conductor Architecture Ingest Editorial Dailies Trailer VFX Conform DI Service Description Service Description Service Description Service I/F Service I/F Service I/F Adaptor Adaptor Adaptor Transcoder X X WEB UI SMS XML PORTAL Client I/F Y Y Rhozet Anystream Color Processing File Transfer Business Rule Engine DPX Storage Mgmt Proxy BPM (Business Process Management) Media Bus Management DB Metadata Mgmt Service Abstractions File Mgmt Media Bus Storage Fabric & Network Services Hardware Layer ESB (Enterprise Service Bus) - Messaging Security Governance 6/29/2010 Process Get World There 2010 Faster. 24

25 Conductor SAG webmethods 8 Get There Faster. 6/29/2010 Process World

26 Sony Media Backbone Conductor Platform MAINTENANCE SYSTEM INTEGRATION WORKFLOW CONSULTING SONY GUI SONY WORKFLOW SOLUTIONS webmethods BPM ORCHESTRATION webmethods SOA PLATFORM SONY WEB SERVICE INTERFACE SONY UNIQUE SERVICES SONY WEB SERVICE WRAPPERS THIRD PARTY SERVICES webmethods ESB Oracle 11g DATABASE ASSET MANAGEMENT SONY MEDIA BUS Customer STORAGE & NETWORK 6/29/2010 Process Get World There 2010 Faster. 26

27 HA System Design with webmethods 8 6/29/2010 Process Get World There 2010 Faster. 27

28 Case Study: Sony Pictures Entertainment Post-Production 6/29/2010 Process Get World There 2010 Faster. 28

29 Sony Pictures Entertainment Motion Picture Workflow Process Analysis 2009 Movie Production Workflow Automation colorworks Post Production Facility Conductor Install: Oct-Dec 2010 Post Production Digital Intermediate Visual Effects Film Scanning Get There Faster. 6/29/2010 Process World

30 Sony Pictures Workflow Analysis Document and analyze existing workflows and data flows in each selected post-production area Identify SPE post-production workflows that potentially benefit from workflow automation and SOA features. Develop to-be versions of workflows using Conductor services and automation logic to demonstrate potential operational efficiencies and cost reductions. Get There Faster. 6/29/2010 Sales Kickoff

31 Scope of Analysis Post-production only, bounded by ingest/dailies at the beginning and digital intermediate (DI) and archive processes at the end Some workflows outside the bounds of post production were documented to identify interface points with Conductor services Post-production Management Distribution Get There Faster. 6/29/2010 Sales Kickoff

32 Workflow Areas Post-production Management Content Ingest Dailies Visual Effects (VFX) Marketing Trailers Stock Footage Picture Editorial Sound Editorial Digital Intermediate (DI) Final Finish Archive Distribution Backbone 6/29/2010 Sales Get Kickoff There 2010 Faster. 32

33 Analysis Team System Architect Process Analyst Lead SPE Business Analyst Process and UI Analyst Post Production & Storage Consultant 6/29/2010 Sales Get Kickoff There 2010 Faster. 33

34 Motion Picture Production 6/29/2010 Sales Get Kickoff There 2010 Faster. 34

35 Movie Ingest Tape Workflow 6/29/2010 Sales Get Kickoff There 2010 Faster. 35 Picture Editor Dailies Facility Ingest Technician Director of Production Photography Crew

36 Analysis Approach Identify and select major post-production areas to analyze Conduct on-site workflow analysis: Interview post-production management; collect KPIs Interview post-production staff; observe workflow Collect working documents, GUI screen shots Close involvement in studio digital backbone initiative 6/29/2010 Sales Get Kickoff There 2010 Faster. 36

37 Analysis Findings Ingest Digital Camera Prod n Data Capture Scanner Prod n M data Dailies Media Transformation Metadata Editorial Prod n Sound Dailies Color ADR/ Foley Trailer Dailies Stock Screen Footage On-line etc Sound Sound Prep Off-line Trailer Edit Music Record DI Ingest Off-line Edit VFX Ingest Sound Mix Distribution On-line DI Edit/ Conform VFX Visual EFX DI Titles Finishing Orchestration Arch ive Product design informed by analysis findings Over 90 use cases in eleven areas of postproduction 35mm Camera Archive Get There Faster. 6/29/2010 Sales Kickoff

38 Analysis Observations Management of files and content transfers will provide high value due to many data islands Creative areas of a production preclude automation, yet would still benefit from progress analytics features Lines of control within a production are potentially very fluid. Studio management control and visibility of production crew activity is limited during creative phases Conductor will improve studio production company relationship Get There Faster. 6/29/2010 Sales Kickoff

39 To-be Workflow Content Ingest / Dailies Receive Ingest Result Receive Ingest Work Order Process Ingest Check Ingest Status Transcode Ingested Content Register New Assets in MAM Transfer Assets to Digital Backbone Check Status Complete Notify Dailies Recipients Fail Unexpected Error Notify Media Engineer Get There Faster. 6/29/2010 Sales Kickoff

40 To-be Workflow Transcode Receive Transcode Request Check Authorization Receive Device Information Send Device Job to Monitor Receive Device Job Completion Send Transcode Result Initialize Service and Job ID Get Asset Info Verify Access Permission to Asset Wait for Available Device Save Transcode Device Job ID Prepare Results Send Error Notification Query Which Transcoder Device to Use Prepare Request to Transcode Device Submit Job to Transcode Device Transcode Error Copy Error / No Resource Unexpected Error Get There Faster. 6/29/2010 Sales Kickoff

41 Conclusions It s a Digital Content World 6/29/2010 Process Get World There 2010 Faster. 41

42 Conclusions A SOA approach can provide an effective solution to current and future issues arising from file based digital media content production. Software AG webmethods 8 Suite provides a powerful platform for building embedded industry specific solutions, like this Sony media workflow platform. By managing complex workflows across multiple organizations and the millions of files used in the production process Sony Media Backbone Conductor will increase productivity and creativity in digital media content production. 6/29/2010 Process Get World There 2010 Faster. 42

43 Thank you! David Carroll

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