Cloud Based Solutions for Media and Entertainment
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1 Tech Forum 2012 Cloud Based Solutions for Media and Entertainment by Ron Clifton Globecomm Tech Forum 2012 Hauppauge, NY 7 August 2012 RWC Rev Page:
2 The Program 10:30 Cloud Solutions Part 1: Cloud technologies a refresher Part 2: Example M&E/Broadcast Applications 11:00 Expert Panel Discussion SHI: On-premises managed private cloud IaaS Cisco: Videoscape for FB Workflow and OTT Content Delivery Tempo: Using Cloud Technologies Page: 2
3 Definition of Cloud Computing The National Institute of Standards and Technology (NIST) Cloud Computing Model Enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction. Page: 3
4 Definition of Cloud Computing PRIVATE PUBLIC HYBRID COMMUNITY FOUR DEPLOYMENT MODELS Software as a Service (SaaS) Platform as a Service (PaaS) Infrastructure as a Service (IaaS) THREE SERVICE MODELS Broad Network Access Rapid Elasticity Measured Service On-Demand Self Service FIVE MAJOR CHARACTERISTICS Resource Pooling Cloud computing is more than just doing stuff in the cloud Page: 4
5 The Four Deployment Models Cloud in a Box Azure for Enterprise MS+HP - IBM Cloudburst - Eucalyptus cloud SW ~private AWS Community Cloud, Private or Hybrid Federated Clouds OpEx (Users), CapEx (Community) Resource Portability Cloud Service over Internet Utility Computing Model Uses OpEx Multiple tenants Private Cloud Service over Internet Grid Computing Model Uses CapEx Solo Tenant Hybrid Cloud 2 or more, Private or Community Combination OpEx & CapEx Resource portability Federated Clouds Private/ Internal Publ ic HYBRID On Premises/ Internal / External Microsoft Azure The Cloud Amazon (AWS) AT&T Google Apps Eng Off Premises/Third Party Page: 5
6 You manage The Three Service Models You manage You manage Managed by Vendor Managed by Vendor Managed by Vendor Traditional IT IaaS PaaS SaaS Source: derived from Microsoft 2011 Page: 6
7 The Five Major Characteristics Provisioning Layer Virtual/ Physical SW Stacks Stateless Compute Example: HP Blade Server Logically Configurable Network Broad Network Access Rapid Elasticity Measured Service On-Demand Self Service Virtualization and Resource Pooling Page: 7
8 The Scalable Cloud Model Scalable Cloud Hardware Automated Trigger Actions Actual Demand Source: Multiple Page: 8
9 Sample IaaS Vendors Page: 9
10 Sample Cloud Applications Application Hosting Backup & Storage Content Delivery Databases E-Commerce Enterprise IT High Performance Computing On-Demand Workforce Media Hosting Search Engines Web Hosting Page: 10
11 Sample Media Applications in the Cloud Page: 11
12 Part II Potential Broadcasting Applications Page: 12
13 The Paradigm Shift The technology exists today to implement the complete broadcast workflow from ingest to transmission in the cloud Excellent public cloud options exist but for Broadcast, a private and hybrid community cloud configuration would be ideal (e.g. station groups) The migration from linear tape to file-based workflow has already started. Recent rapid advancements in core technologies are enabling cloud computing IT at the same time that media and distribution technologies are transitioning from hardware to software Page: 13
14 The Paradigm Shift The world is going IP 2012: YouTube VP): 75% of all television and other media content will be delivered over the Internet only by 2020 In just a few years, online video is expected to account for 90% of online traffic Broadband connectivity is becoming ubiquitous and low cost Our media industry is evolving: unprecedented changes in technology & business models Broadband is becoming easier and cheaper than the delivering content via video tape Need to keep up and at the same time do more with less Page: 14
15 Legacy Tape Based Workflow ACQUIRE PRODUCE PREP TRANSMIT Server ARCHIVE (LTO) Derived from: SMPTE and others Page: 15
16 File Based Workflow Live Production Audio News AAF NLE P2 PD MXF MXF SxS CF MXF, IMX, DV AVC, J2K Work in progress Field Production MXF Playout Derived from: Broadcast Engineering & SMPTE Graphics Archive Page: 16
17 Cloud Functionality Ingest &Transcoding Media asset management (MAM) Hosting for OTT delivery (linear and COD) Archival & Disaster recovery QC/test and verify all formats Developmental stress testing and simulation Page: 17
18 Brute Force Approach Cloud Functionality C0 C1 C2 C3 FAT PIPES! P1 P2 P3 P4 UGC Other Ingest & Transcode Common dbase Production Workflow Page: 18
19 The Cloud Paradigm Shift Common dbase(s) UGC Other Ingest & Transcode C1 C2 C3 C4 THIN PIPES! P1 P2 P3 P4 Production Workflow Page: 19
20 The Cloud Paradigm Shift Common dbase(s) UGC Other Ingest & Transcode C1 C2 C3 C4 Native multiplatform OTT delivery THIN PIPES! P1 P2 P3 P4 Production Workflow Page: 20
21 The Cloud Paradigm Shift Native multi-cloud connectivity for backup, diversity, regulations, DRM etc.. UGC Other Ingest & Transc ode Common dbase(s) C1 C2 C3 C4 P1 P2 P3 P4 Common dbase(s) Production Workflow UGC Other Ingest & Transcode C1 C2 C3 C4 THIN PIPES! Native multiplatform OTT delivery P1 P2 P3 P4 Production Workflow Page: 21
22 Example Transcoding in the Cloud Capture Origin Encode Input Format Bit Rate RTMP (Flash) HTTP (ipad, ROKU ) RTSP (Android, BB Cloud Encoding Content Distribution 720p 2.50 Mbps X X 2.25 Mbps X X 2.20 Mbps X X 540p 1.75 Mbps X X 1.50 Mbps X X 480p 1.25 Mbps X X 1.00 Mbps X X 360p 750 Kbps X X 288p 500 Kbps X X 270p 250 Kbps X X X 180p 150 Kbps X X X Source: KulaByte/Haivision Page: 22
23 Archival in the Cloud Cache Manage Archival Manage LTO Cache Manage Archival Manage LTO U O G t C h e r Ingest & Transc ode C 1 P 1 C 2 P 2 Common dbase(s) C 3 P 3 Production Workflow C 4 P 4 Common dbase(s) LTO BACKUP UGC Other Ingest & Transcode C1 C2 C3 C4 P1 P2 P3 P4 Production Workflow LTO PRIMARY Page: 23
24 Archival in the Cloud Cache Low latency mid-term cache on demand Disaster Recovery Manage Archival Low Latency Cache Manage LTO UGC Other Ingest & Transcode Common dbase(s) C1 C2 C3 C4 Cache LTO BACKUP P1 P2 P3 P4 Production Workflow LTO PRIMARY Page: 24
25 Summary The technologies exist today to implement the complete end-to-end broadcast workflow using cloud computing technologies This is a natural migration from the industry s legacy broadcast infrastructure and the way of the future Page: 25
26 Additional Reading and References Sampling of recent 2011/2012 SMPTE articles on the topic Page: 26
27 Expert Panel Discussion Cloud Solutions for Media & Entertainment Rich Place Lead Partner Cloud Services, SHI, Inc. Ed Behan VP Enterprise Services, Globecomm Brian Morris Dir, Cisco Media Entertainment Page: 27
28 Introduction M&E Market Drivers/Trends IP Connectivity File Based Workflow OTT Content Delivery Mobile devices and apps TV Everywhere Broadcast Industry Trends Move from legacy hardware to software Dedicated and virtualized server implementations Cloud services Cloud Based Solutions for Media & Entertainment Cloud Computing Industry Trends Second generation cloud computing technologies with standards Availability of mature private cloud solutions Page: 28
29 Refresher PRIVATE PUBLIC HYBRID COMMUNITY FOUR DEPLOYMENT MODELS Software as a Service (SaaS) Platform as a Service (PaaS) Infrastructure as a Service (IaaS) THREE SERVICE MODELS Broad Network Access Rapid Elasticity Measured Service On-Demand Self Service FIVE MAJOR CHARACTERISTICS Resource Pooling Cloud computing is more than just doing stuff in the cloud Page: 29
30 Refresher Community Cloud, Private or Hybrid Federated Clouds OpEx (Users), CapEx (Community) Resource Portability Cloud Service over Internet Utility Computing Model Uses OpEx Multiple tenants Private Cloud Service over Internet Grid Computing Model Uses CapEx Solo Tenant Hybrid Cloud 2 or more, Private or Community Combination OpEx & CapEx Resource portability Federated Clouds Private/ Internal Publ ic HYBRID On Premises/ Internal / External Microsoft Azure The Cloud Amazon (AWS) AT&T Google Apps Eng Off Premises/Third Party Page: 30
31 SHI Inc. Private Cloud IaaS Compliant and Certified NIST FERPA FedRamp SSAE16 SOC 1 Tier 1 Certificate ISO9001 (Change and Incident Management) Cloud Security Alliance PCI HIPPA ISO20000 COBIT (planned Aug 2012) ISO27001 (planned Aug 2012) FISMA (planned Aug 2012) Page: 31
32 On-Premised Managed Private Cloud Dedicated IP Connection Customer Private Cloud SHI Cloud Management Platform SHI vcore On-premises Private Cloud at Customer Facilities Customer Sites/Users Page: 32
33 Cisco s VideoScape Solution Page: 33
34 Simplified Overview: VOD and OTT Typical Cisco Blade Server Chassis VideoScape Page: 34
35 Globecomm s Tempo 2.0 Page: 35
36 Thank you for your time Q&A? Page: 36
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