Cisco Videoscape Media Suite - Cisco Knowledge Network

Cisco Knowledge Network 

Americas Video Series: 

Cisco Videoscape Media Suite 

Neil Black, Technical Leader, Engineering, 3 rd Wave Business Unit 

February 2, 2011 

© 2010 Cisco and/or its affiliates. All rights reserved. 

Cisco Confidential 1

Neil Black 

Today’s Presenter 

Neil’s Street Cred: 

A Lead Technical Architect within the IP Video Systems group at Cisco - responsible for 

delivering the recently announced Videoscape product suite. 

After 12 years at ExtendMedia, holding the position of Chief Technical Officer, Neil comes 

to Cisco via the acquisition to share wide-ranging product, solution and industry knowledge. 

In prior lives Neil assisted Bell Canada with their initial entry into Internet technologies and 

services, and for 14 years he was President and Director of Technology at Image Base, a 

pioneering company in the development of consumer oriented online, interactive services 

including Canada’s first online banking service.

• Videoscape Introduction 

• Videoscape Media Suite: Overview 

• Functionality & Roadmap 

• Deployment: Platforms, Architecture & Models 

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

Cloud 

Network 

Client 

Videoscape Media Suite 

(Shipping) 

Cisco Videoscape 

Cisco CMTS 3G60 

(Shipping) 

Videoscape AVSM Module 

( Shipping now) 

Cisco Conductor for Videoscape ( CY’12) 

Videoscape Media Gateways 

(In trials) 

Videoscape STBs 

(In trials) 

Videoscape Soft Clients 

(Shipping) 

Cisco Nexus Family 

Cisco UCS Family 

Cisco CRS & ASR Family 

Cisco CDS & CMTS Family 

Cisco Cable & IP STBs 

Cable modems, Gateways 


CMS Entitlement Publisher 

Players 

And Widgets 

API’s/Web Services 

OSS/BSS 

Content 

Management 

Entitlement 

Publishing 

Client 

Technologies 

• Multiple content formats 

• Sophisticated content 

bundling 

• Customizable metadata 

model 

• Metadata normalization 

• Extensible workflow 

• Transcoding and encryption 

• Product/Offer rules creation 

• Subscription, rental, EST, 

ad-supported models 

supported 

• Custom entitlement checks 

prior to authorization 

• Multi-DRM framework 

• Customer Care functionality 

• Feed aggregation & 

harmonization 

• Multipoint catalog publishing 

• Category management 

• Playlist publishing 

• Search and Rating 

• Metering & reporting 

• Player Framework 

and Widgets 

• Streaming & Download 

• License acquisition 

• Library management 

• Ad Network integration 

• Distribution to delivery 

network 


AT&T U-verse Online 

Verizon FlexView 

Bell TV Online 

Disney Movies Online 

Paramount Media Store 

Onet TV Catch Up 



Functionality

• Workflow 

• CMS 

• Publisher 

• Client / Device UI 

• Entitlement 


Content and Offer Management 

• Handle content ranging from videos, audio, channels, apps, games, images, documents 

• Offer DRM protected assets via content/service provider websites or app stores 

• Allow new custom asset types to be added d as needed 

d 

• Mimic current physical media, and provide new bundling unique to the online world 

• Powerful new metadata engine and “Bundle Designer” provided, along with ability to automatically create bundles as part of workflows 

• Allow complicated packages to be modeled, distributed and monetized just as easily as a single movie file 

Multi-Screen Entitlement and Delivery 

• Streamlines the challenges of packaging, securing and delivering content to the PC, TV, game consoles or mobile devices 

• Provides the tools to manage users, their devices, and the myriad of device-specific DRM models and other security technologies 

• Sell on one screen and provision on another, register and de-register devices, and even pause on the PC and resume on your mobile phone 

Enterprise-class Workflow 

• Provides an enterprise-class workflow engine for the multi-content-type supply chain 

• Leverages powerful embedded workflow engine, configure and save workflow templates for each bundle type, device, user experienceor 

business process 

• Example, Virtual DVDs may have multiple workflow templates that define media assembly for an ad-supported OTT TV Offering and 

another for a streaming VOD service to the PC 

10 


• Bundles 

• Components 

• Common Entities 

• Bundle Templates 

• Bundle Profiles 

• Metadata Search 

• Metadata Bulk Edit 

• Custom Attributes 

• Custom Components 

• Metadata Transforms 

Bundle 

Sub Bundle(s) 

Component 

Common 

Entity 

Common 

Entity 

Component 

Common 

Entity 

Common 

Entity 


• Create content belonging to any 

of a number of primary types 

including video, audio, channels, 

game, document, and image 

• Bundle one or more content 

types together, examples 

include: virtual DVD, TV Season, 

Channel packages, Music 

Album, Ringtone 

• Customize existing content types 

and bundles 

• New custom attributes can be 

created through Admin UI 

• Additional content types can be 

added as needed (e.g. E-book) 

• Visual bundle designer to drag 

and drop a “Movies & Music” 

package for example 


• Take metadata in different formats and transform it 

in to Videoscape Media Suite internal format 

• Service that is included as part of the workflow, metadata routed 

through it 

• Configure workflow profile to define what conversion 

to be used 

• Framework to allow new metadata transformations 

to be added by 3 rd Parties including customers and system 

integrators 

• Utilizes XSLT to handle specific transforms from one metadata 

format to another 


• Utilize different workflows to 

build different styles of bundles 

for different screens 

• Example: may have multiple 

workflows to build movie and 

TV packages for TV, PC, 

Mobile 

• Distribute bundles to different 

storefronts, affiliates etc. 

• Start with “out of the box” 

workflow processes including 

encryption, transcoding, and 

distribution ib i profiles 

• Import new workflows designed 

with visual workflow design tool 



• Policies 

• DRM Profiles 

• Affiliates 

Policy 

Policy Definition 

• Accounts / Users 

• Entitlement Chains 

• Policy Profiles 

• Rights Locker 

• Customer Support 

DRM Profile 

Entitlement Profile 

• Feeds 


WMDRM 

Player 

WMDRM 

Player 

PlayReady 

Player 

WMDRM 

Player 

PlayReady 

Player 

DRM X 

Player 

Videoscape 

Media Suite 



Interoperable Domain 

WMDRM WMDRM PlayReady 

WMDRM PlayReady DRM X 

Single DRM Multiple DRMs Interoperable Domain 


• Leveraging best of breed 

SSO (single sign on) module 

for identity management 

• Admin logins in to Videoscape 

Media Suite, seamlessly 

accesses all new UIs 

• SSO module responsible 

for administrator roles and 

permissions, additional 

roles customizable 

• Leverage credential/roles 

repository or create plug-ins 

for existing customer LDAP 

directory, etc. 


Videoscape Media Suite UI 

Login UI 

Login Admin 



DB 

Content 

Mgr UI 



DB 

Content 

t 

Processor 

UI 

Browser 

Workflow 

UI 

Validate Admin Session 

SSO Module 

LDAP 

Customer LDAP 

Directory 

Commerce 

UI 

Manage Roles 

Configuration 

Create 

Admins 

Create Admin 

Identify 

Repository 

Plug-ins 

3 rd Party 

Admin UI 


Aggregate one or more catalogs – 

from Videoscape Media Suite CMS 

or external feeds 

Define navigation hierarchy for service 

and automatically populate categories 

via configurable business rules 

Setup and configure downstream 

ad servers and players 

Publish playlists for editorially-created 

channels and ad-supported content 

Insert targeted advertising for display 

during playback 

Expose indexed catalog to consumer 

applications via search engine 

Collect and publish user ratings for content 

Meter and report on content usage and 

advertising metrics 

Publish catalog to multiple devices 


• Service providers can provide a customized 

streaming and download experience - TODAY 

• Enables multiple monetization models: 

"Download to own“, rental, ad -supported 

• In-browser players in Flash & Silverlight 

• Trick play controls, playlist carousel, multi-resolution 

(std, full, widescreen) 

• Social / Viral – email a friend, embed code for bloggers, 

post to social networks (MySpace, Facebook, etc.) 

• Video playback, ad insertion & metering 

• DRM support 

• Catalog & channel browser widgets for 

embedding 

• Download app provides offline experience 

• Full SDK for customization 


Media Suite 4.1 

Linear 

Widevine DRM support 

Cisco VOD & CDN integration 

Household Accounts & Parental Controls 

EPG metadata ingest, channel mappings & regionalization 

Product rules, bundling & entitlement 

Search & discovery across EPG & VOD catalogs 

Events framework for recording / reminder 

Device Clients 

Reference apps + SDK for mobile & tablets 

Consumption & companion modes 

Apple & Android targeted for first release 

Windows Phone 7 and Blackberry under evaluation 



Deployment

• Application Server: JBoss 5.1.x / Sun JDK 1.6 64 bit, 

RedHat564bit 

• Databases: MS SQL 2008 64 bit (Windows 2008 

64 bit), Oracle 11g 64 bit (Red Hat 5 64 bit) 

• Windows Services (Encryption, License Issuance): Windows 2008 64 bit 

• Virtualization: possible to deploy Videoscape Media Suite 

in a virtualized environment 


Cisco Cloud or Enterprise Deployment Models 

• Supports multiple deployment scenarios, segmented architecture 

• App/Data tier may be remote from Web & Client access tier 

• Web/App/Encoding/License servers can all be load balanced 


Single Server 

Multi Server 

Backoffice + Service Delivery 

Backoffice 



Metadata Entitlement Administration 

Metadata Entitlement Administration 

Modular UI Workflow SSO 

Modular UI Workflow SSO 

Service Delivery 


Metadata 

Entitlement 


Cisco Licensing Models

VMS: Summary of Enterprise and ASP products 

Product 

Offer 

License 

Terms 

Enterprise 

Application Software Licenses 

User Capacity Licenses 

Title Capacity Licenses 

Transaction/Month Capacity Licenses 

Perpetual License for one Major Release 

Upfront payment at Purchase 

Capacity Upgrades can be purchased at anytime 

Cloud (Cisco ASP) 

Same structure as Enterprise product offer, but 

licenses are for a 1 year Term 

Upfront payment for the 1 year Term 

Capacity Upgrades purchased at the next renewal 

date 

Major 

Release 

Upgrades 

Services 

Model 

Major Release Upgrade Licenses charged as a % of 

Application + Capacity Licenses 

Annual Support & Maintenance at 15% of Software + 

Capacity Licenses 

AS services sold separately through a SoW 

Minor and Major Release Upgrades included in the 

Term license 

Technical support included 

AS services sold separately through a SoW 


1. A deep history of successful Media Suite implementations with tier 1 SPs 

(AT&T, Verizon, Bell Canada, Telus) & Media Companies (Disney, 

Paramount, Onet) with Microsoft and Adobe environments 

2. Deployment flexibility and low entry cost; Media Suite can be hosted in 

customer data center (Enterprise Licensing) or Cisco's (SaaS licensing) 

3. Support for commerce, advertising, and entitlement-based video services 

4. Atruemulti-screen solution to allow content owners and distributors to 

deliver content securely not just to PCs & Macs, but to mobile handsets, 

connected TV and games consoles 

5. Cisco is an end-end Solution Provider and end-end System Integrator 

Click on Cisco Videoscape for more details! 


Q & A

Thank You

Cisco Videoscape Media Suite - Cisco Knowledge Network

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