Presenter - Cisco Knowledge Network

Infrastructures to Support WideArea Editing and CollaborationDigital Media Editing and Collaboration SolutionsFebruary 2012© 2010 Cisco and/or its affiliates. All rights reserved.Cisco Confidential 1

• New Business Models such as Premium VOD (PVOD) and “TV Everywhere”(TVE) initiatives placing content earlier and on more devices.• Content Piracy concerns remain high priority for content owners and serviceproviders, especially in early release windows.• Advertising platforms and ad-spend models rapidly evolving to web, mobile, etc.• Access to digital media content is spreading to all levels of an organization.• These factors are influencing how content is made, transformed, packaged, anddelivered.• With geographically dispersed and virtual teams collaborating on the creation ofcontent, production and post-production processes are rapidly evolving to:Distributed teamsContent not resident to the userAccess to content regardless of where it is locatedStreaming rather than playing locally© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

• Digital-Digital-Digital (DDD): Digital Acquisition, Transformation, Distribution• From videotape to Spinning Disk or Solid-State Acquisition• News Acquisition: Film-Tape-Optical Disc-Solid State• By September 2010, 20 professional cameras were introduced in a 30 dayperiod. All were based on disk recording.• By September 2011, Panavision, Arri, and Aaton announced they would nolonger manufacturer film cameras.• Shooting ratios (the ratio of content shot to content delivered) are increasing. Itis not uncommon for 1,000 hours to be shot for a one-hour program.• Production organizations are reporting that they will create net new storagerequirements in excess of 18PB / year.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

• From Workstation (1990’s) – to Workgroup (2000’s) – to Platform (2010-)• From single user experience to group collaboration.• From proprietary systems to IT standards.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

Format To Store 1 Hour Data Rate(per sec)Generated DuringProduction2K (2048x1556) 100TB-400TB 200 MB4K (4096x3112) 400-1600TB 1,244 GBProduction,Broadcast OperationsDV NTSC (25 mbps) 13 GB 3.75 MBSD (BetaSP/8-bit) 72 GB 20.2 MBHDCAM (720p /60) 396 GB 110 MBHDCAM (1080p/60) 834 GB 237 MB© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

• The facility is being transformed into an all-IT and all-IP environment.• Customers want to be able to repurpose their infrastructure to provide the ondemandfunctionality required.• Scalable computing, fast/dense networking, and optimized / virtualizedapplications are part of this transformation.• From a software perspective, customers require similar flexibility from theirmedia-centric applications.• Infrastructure, Workflow Orchestration and Media Applications must workharmoniously to provide the customer with:• Flexible workflows, on-demand resources, and the ability to address any needfrom the business units without time-consuming hardware restructuring andprovisioning.• Cisco’s Production Media Data Center (PMDC) effort drives infrastructureflexibility. Avid’s Integrated Media Enterprise (IME) initiative drives flexibleworkflows and media collaboration for the LAN and the WAN.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

Take this Environment– And Apply DC PrinciplesAcquisitionReal TimeStream IngestLocalStorageCameraFile ImportLocalStorageB-2-BFile ImportLocalStorageHi-ResEditingStationsLocalStorageProduction WorkcentersNewsSportsLongFormatMediaClientsMAM ClientBrowseViewingBrowseEditingEDLCreationDistributionReal TimeStreamPlayoutLocalStorageVoDPublishingLocalStorageWeb/OnlinePublishingLocalStorageAccessMost transfers occurinside the MDCNexus 7kIP MediaReadyDC NetworkMAM3 rd MAM Party ComputingMetadataRelationalDatabaseMultilevelUser/GroupSecurityWorkflow /DataflowManagementMAMEssentialsMedia ServicesConformingLocalStorageRewrappingLocalStorageQualityControlLocalStorageTranscodingLocalStorageNexus Unified5kFabricStorage ServicesPartialRetrieveHSMOnlineStorageFile SystemUnified Computing FS Protocol SystemDirectorsGatewayIP Media Ready10 GE DC CoreMDSVSANConsolidatedSANData TapeNearlineArchivingStorage3 rd Party StorageMXFMetadataManagementCheck-inCheck-outMedia AssetsMedia FileMovementCisco UCS-CCisco UCS-B© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

Aggregation, Core Access• Nexus 7K (DCB, FCoE, VoQ w/ Central Arbitration, Deep Buffers, Density)• Editing (Nexus 7K is Avid approved)* Design guidelinesNexus7kNASMulti Tier Storage• SAN Storage – Distributed (1,2,4,8Gbps)• Cisco MDS 9k FC Switch• NAS – 10Gbps, L2/L3 (NFS, CIFs,…)Other(e.g. Avid ISIS)SANMDS 9kFC SwitchUnified Fabric = Wire Once• UCS 6k, Nexus 5k, Nexus 2k• Data Center Ethernet (DCE)• 10 Gbps (Lossless, Low Latency)• Converged Network Adapters (CNA)• Fiber Channel Over Ethernet (FCoE)10G CNAEthernetFiberChannel10GDCE/FCoEUCS 6k FIN2k FEX10GNexus5kUCS Compute• Hi Density (B)• Scalable Compute(Core Procs, Mem, Net)• Bare Metal Servers• Virtual ServersCisco UCS-BCisco UCS-C© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

= MediaPresenter: Sam Bogoch, Director WW Enterprise Sales Programs, Avid© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

Some datapointsWe’ve earned hundreds ofprestigious awards,including, 12 Emmys,1 Grammy and 2 Oscarstatuettes.One or more Avid solutions was used toproduce the top 10 Oscar nominated films for2010.For Nine years running, every nominee andwinner for a Sound Editing Oscar has used ProToolsWe have the world’s largestcollection of online musicscores with more than80,000 members and 91,500scores available fordownload.Avid has US$600m+ inrevenues, 2,000 employeeslocated in development andsales offices around theworld. We’re headquarteredin Burlington, Mass.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

Latest Releases:Media Composer 6Full 64-bit implementationSupport for AJA, Matrox, Blackmagic I/ONative stereoscopic 3D workflowsNative RED Epic supportNative ProRes support on MacFull surround sound capabilitiesUnmatched long format project capabilityProTools 10Support for very large projectsScalable 32-bit floating point DSP acceleratorsEUCON open software bus supports a wideRange of control surfaces, consoles and I/OSupport for high track counts on shared storageUnmatched long format project capabilityMixes can be exported directly to SoundCloud© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

Some datapointsA distributed software suite for creating, managing and repurposing media assets• Fluid integration with Avid’s editing andshared storage products• Frost & Sullivan has named Avid#1 in market share across all DAM andMAM vendors• Over 1,000 installations worldwide• Wide use in broadcast andpostproduction – every major broadcasterin the Americas, anda strong presence in midsize sites• Growing footprint in content creation,corporate and government© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

• Media & metadatamanagement andcollaboration, aroundindustry-standard ITinfrastructure.• Flexibility to evolvequickly and dynamicallyto address rapidlyemerging opportunities© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

Interplay MAMInterplayProductionFCP workgroup3rd party orcustomInterplayProductioniNews© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

Media Asset ManagementEnterprise wide business processes Enterprise-wide search Media genealogy Rights management ERP integration X-departmentalcollaborationProduction Asset ManagementProduction Team Collaboration Project levelcollaboration File sharing Searching Addingmetadata Transcoding, Mixdowns Ingest Workflow Orchestration Strata based metadata Cross-system unique ID Task and job descriptions 3 rd party System Integration Business ProcessManagement© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

• The only MAM truly built on Service Oriented ArchitectureVery easily scalable in a distributed environmentClose to Zero downtime maintenanceSimple integration through web service wrappersAllows customers with own engineering resources to freely configure and adapt• Web browser based – works on Internet Explorer & SafariEasy enterprise wide deploymentAllows easy remote access• The most configurable and versatile system on the marketFreely configurable data model: any number and type of object classes, attributes, strataManages all kind of assets: e.g. video, audio, image, online, graphics, documentsContent Based Authorization allows access rights driven by meta data, very granular userrights (e.g. configurable GUI by user group)Simple workflows can be installed by customer; even the most complex workflows can bescripted with its BASIC like workflow engineAll changes can be implemented on a running system with no downtime© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

Collaborate Anywhere, AnytimeSourceInterplay CaptureAirSpeedMulti StreamAcquisitionTranscode/MixdownCopyInterplay EngineISISStorage andManagementDeliveryAssistInstinctMC/NCUser ApplicationsStream ServerLow Res Clients linkto MPEG4 video &compressed audioHigh Res Clients linkto High Res video &uncompressed audioAccess WAN clientsOSX, WindowsMPEG4 streamcompressed audioMedia Services© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

• Lightweight, cross-platformMac/PC application• Browsing, logging andshotlisting of QuickTimestreamedH.264 & H.263• Used by producers, loggers,assistant editors• Recommended bandwidth2 mbits/second per client© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18

• Local Clients vs. WAN clients• WAN-based streaming clients typically require network bandwidthin the range of 2 Mbits/sec (for WAN browse clients) to 6 Mbits/sec(for Interplay Central and MAM clients).• LAN-based clients can operate at 220 Mbits/sec but are generallyused at lower bit rates.• Understanding the number of LAN-based and WAN-based clients,video resolutions, single user payloads, storage requirements,aggregate network utilization, latency, etc. is a planning exercise whichmust be undertaken to optimize the quality of service (QoS) andachieve the desired quality of experience (QoE).• Avid has developed configuration tools that can be used to determinenetwork and storage requirements.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

• Client Connections (Local and Streamed)© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20

• Cisco Switch Requirements© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21

• Storage and Core Workspaces© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22

Before• May have used several different front ends tocontrol ingests and monitor feeds• High level of training required• Had to record metadata in several placesWith Interplay• Uses Interplay Capture – a centralized ingestmanagement tool• Streamlined ingest scheduling, control andmonitoring• Critical metadata is passed to production assetmanagement system automatically© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23

Before• Reviewed footage from tape or file, made suggestions• Notes sent via post-its, Word documents or emailWith Interplay• Browses material, pre-selects shots, inserts locatorsand comments for the editor or…• Pre-edits video, and audio into a rough cut• Sends messages to editors with links to shared media© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24

Before• Logged into newsroom application to create and edit storycontent as well as rundowns of stories• Asked editors to build story footage around text thathas been editedWith Interplay• Uses BlackBerry client to edit stories on the go• Uses Interplay Central to build rough cutedits of media, modify story content, and edit rundown• Rough cut edits then open in the editor’s timeline• Editors with NewsCutter can do further editing (effects,dissolves, etc)and still link back to the rundown© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25

Before• Found material on local or shared storage, then hadto check out a tape, DVD, or wait for a large filetransfer for any other footage• Spent a lot of time sorting though notes fromproducers, journalists, assistantsWith Interplay• Finds on-line or archived material easily. Otherfootage arrives via file transfer, transcoded, andready for use• Shot lists, best shot tags or producer’s notes all openup in the media and editor’s timeline© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26

Before• Went to an editing station to review pre-edit footage oredit decisions, or is sent a tape or DVD• Made notes and handed the editor a hard copy list, orsent an email• Spent a lot of time going back and forth with the editorWith Interplay• Uses Interplay Access to browse material, pre-selectgood shots, insert locators and comments• Her pre-edits with comments open in the editor’s timeline• Browses, comments, reviews edits from anywhere inthe world© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27

Review materialin storyboardview……and publishto the Web© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28

• To meet the evolving needs of the content creation community, it’simportant to implement both infrastructure and media applications thatenable flexibility of resource provisioning and media-centric workflows.• Cisco is working with leading companies in the M&E industry such asAvid to better address these requirements.• For more information, please see:www.avid.com/interplay and www.ciscoknowledgenetwork.com• Our next Cisco Knowledge Network session will be held on:Tuesday, February 28 thTopic: “Media Production and Delivery for Content Providers and Broadcasters”© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29

Thank you.© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30