187 02-22-2012 pmdc cisco knowledge network v4

Cisco Confidential © 2012 Cisco and/or its affiliates. All rights reserved. 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

© 2012 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 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


IP

News Gathering

Sport Events

Studio-to-Studio

Home

Network

Cable

IP

Telco (Wireline)

IP

Over The Air (DTT)

IP IP

Direct to Home (DTH)

IP

Wireless

Internet AP/Gwy

Contribution Source/Create Production/Post Syndication

Distribution & Service Provider Consumption

Post Production

Video Data Center

Primary Secondary

Production Media Data Center

Media Data Center


IP/MPLS Core

IP/MPLS Core

VOD

Home Network

Head End (x10s)

Home x millions

Studio Studio

Mobile Studio Fixed

Studio

Final Studio

VSO (x100s)

VOD VOD

VOD content distributing to scale

Secondary Distribution

Primary Distribution

Contribution

DCM / VQE

Common core network requirements & designs

IP/MPLS Core

DCM

DCM

IP/MPLS Core

Local Content Insertion

National Content Insertion

International & National Content Insertion

Access Network

Super Head End (x2)

Super Head End (x2)

IP/MPLS Core


• 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.


0% 10% 20% 30% 40% 50% 60% 70%

None

IT Network and Infrastructure issues

File transfer issues

File format and interoperability issues

Media management issues

Software integration issues

Project management issues

Others

Source: European Broadcasting Union

What kind of serious problems have you experienced in your move to IT based production systems?

Consolidate Infrastructure and

management. IaaS Model.


Unique Interfaces to Media Sources • IP Multicast from sources pushed deep into data center • Multi-Path connections to acquisition products (Satellite, Off-Air) • Source Redundancy based on application control plane and Media analytics (ETR-290 specs)

Strict Media Redundancy Models • A single blade or link failure can impact millions of customers • Critical applications may require duplicate Media Workflows on fully redundant components (N+N model) • Geographically diverse and load balanced Media Workflows • Storage redundancy and backup model span geographies

Off-Air Satellite

Media Cloud Service Models • Private cloud. • Hosted media services enablement (e.g. post, xcode, edit,) •Electronic/Service Fulfillment • “TV Everywhere” delivered by Video Service Providers, Content Owners, and Media Companies • Service Orchestration, Multi-tenancy, Security core features

L2/L3 Fabric

High Bandwidth Network Loading • Media Workflows generate persistent traffic (24/7) • Typical IT link oversubscription models (10:1) do not apply •QoS models must support high volume, low latency, priority traffic over redundant paths • Media load dictates unified fabric and 10G switching links

Media Application Diversity • CPU intensive Media apps consuming complete blades and bare-metal installs are common • Media apps with high transaction rates or fast database access are common • Multiple classes of computing required: high compute, dense memory, high I/O, and virtualized workloads

Virtual Storage Pools

Unique Media Storage Requirements • Heavily weighted toward NFS/NAS models (10G and FCoE) • IOPS and BW much higher per blade than many IT apps • TB Storage requirements rapidly expanding with new content sources, delivery profiles, and device formats • Storage spans Media Archive (NL-SAS), Workflows (SAS), high capacity database (Flash), and Origin Stores (Blended)

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.


Appliances • Purpose built appliances perform high performance Media processing • Limited appliance life span • Locked into specific vendor • Locked into appliance capacity and performance • Limited flexibility and agility

Blades in Media Pods • Media Applications mapped to blades in Media Pods • Increased agility and service velocity thru replicated Media Pods • Massive reduction in switches, cabling and management points • Support many Media application vendors on a single Unified Media Cloud • Operations improved thru Service Profiles, SAN Boot, Stateless Servers

Virtualization • Virtualized Media apps increase efficiency, scale, and mobility • Take advantage of Moore’s Law, increased application density with more powerful blades, better density per rack • Virtualized Apps easily replicated to increase scale or expand to new geographies • Service Velocity increased, deploy virtualized Media Apps across replicated Pods

Media Cloud • Tap the power of the Media Cloud • Replicated Media Pods, across National/Regional footprint, deliver proven performance • Dynamic scale based on consumer demand thru service orchestration • Data Center Interconnect (DCI ) of Media Pods • B2B Media-as-a-Service, multi-tenant data centers

Appliances in Racks Blades in Media Pods Virtual Apps and

Infrastructure

Media Cloud

Distributed Data Centers and Media-as-a-Service


150 Unit Encoder System – Appliance Model Comparing 150 Unit Encoder Systems

Preliminary Calculations Appliance versus UCS Bare Metal install

Media Pods

The UCS Value Proposition for 150 Units of Encoder Capacity • 35% Less Rack Space • 89% Less Cables Per Rack • 92% Less Cables Per System • 95% Less Switches • Only 1 Management Interface • Compute Density of Blades will improve • Virtualization will Yield Even More Savings

150 Encoder System – UCS Blade Model


Cisco UCS B-Series Cisco UCS Manager

Cisco Nexus® Family

Unified Storage 10 GE and FCoE SAN/NAS Bundle

Unified Data Center Elements

Shared infrastructure for wide range of Media applications

Benefits • Low-risk standardized infrastructure supporting a range of Media applications and environments • Highest possible data center density and efficiency • Application flexibility, business agility: scale out or up, across managed resource pools • Foundational Building Block of the Media Cloud

Features • Complete Data Center in a rack • Performance matched with Media applications • Multiple classes of computing and storage in a Pod • Centralized management: Cisco®UCS Manager coupled with EMC or NetApp storage managers

Compute

Network

Storage


One scalable, virtualized, and secure architecture One data center infrastructure to manage

Cisco Nexus 5548

Cisco UCS 6200 Fabric Interconnect

Cisco B-Series UCS 5108 Chassis Cisco UCS B250 M2 Blade Servers Cisco UCS B200 M2 Blade Servers Cisco UCS 2100 Fabric Extenders

EMC VNX 5500 Unified Storage

Access Network

Unified Computing System

Unified Storage

vPC vPC

(2) 10GbE with FCoE per Fabric Extender

Ether Channel 2 x10 GbE

Ether Channel 2 x10 GbE

Fibre Channel over Ethernet

2 x 10G

Fibre Channel over Ethernet

2 x 10G

Unified Access Switch supports GE, Fibre Channel, and FCoE

“Wire-once” Fabric Interconnect

High performance Blades support multiple classes of computing and dense memory

Fully redundant server I/O, backplane, and network connections

Unified Storage supports both SAN and NAS, and virtual resource pools


VMware vSphere VMware vSphere Enterprise Plus VMware vCenter Standard Cisco® Unified Fabric 2 Cisco Nexus® 5548UP with fabric services (per 3 Media Pod configurations) 2 Cisco Nexus 1000V Cisco UCS Platform 2 Cisco UCS 6248UP Fabric Interconnect 3 Cisco UCS 5108 Blade Server Chassis 4 Cisco UCS B-250 M2 plus VIC 16 Cisco UCS B-200 M2 plus VIC EMC VNX-5500 Storage VNX 600GB15K SAS Drives VNX 2TB7.2K SAS Drives 4 10-Gbps IP interfaces 8 8-Gbps Fibre Channel interfaces 2 10-Gbps FCoE interfaces

• Maximum Server Density • Massive Cable Reduction • Unified Storage • Accelerated Provisioning • Built for Multi-Tenancy

1Rack Data Center Solution 36 Westmere CPUs (218 cores) 2 TB server memory (up to 4 TB) 40-Gbps interconnect (4x 10 GE) 512-GB SSD storage cache 50 TB storage

1 Flexible Media Infrastructure

Plus headroom for more servers and storage capacity Two classes of computing supporting dense memory and general virtualized workloads


Scale out with standard and proven configurations – Predictable and highly efficient

Capacity and performance Floor space, power, and cooling

– Or scale up within a single Media Pod

Benefits

– Reduce effort for design, deployment, and testing – Reduce infrastructure deployment cycle time by up to 50% – Manage resource pools, not individual systems

Balanced Computing and

Storage

More Computing and

Shared Storage

Less Computing and

More Storage

Traditional Application Deployment

50% Deployment Time Savings

Deployment with Media Pod and Virtualization


Rapid Expansion of Media Services with “Stateless Servers” and Unified Fabric Single Point of Management

Unified Fabric

Storage Array

Content Mgt & Entitlement

VoD Adaptive

Transcoders Packagers

Analytics & Session Control

Data Center Management

Storage Array

VoD Adaptive


Linear Adaptive


Content Mgt & Entitlement

Add VoD Steaming Service

(PC / Tablet)

Grow Linear Service,

add formats and devices

(PC / Tablet / Mobile)

+

1 Add Linear

Service, Grow VoD

Service (PC / Tablet )

+

2 3

Analytics & Session Control

Linear Adaptive


Data Center Management

Media Services

2nd

Customer

Media Services

3rd

Customer

Support Many Customers on a common Infrastructure

Scale Out PoDs for Additional Customers +

4

Unified Compute Stateless Servers… Service Profiles… Virtualized Apps

Unified Storage

Cisco Confidential 15 © 2007 Cisco Systems, Inc. All rights reserved. MSB 1by12 – SPBC – Oct 09 gahale - Australia

Production Media Data Center (PMDC)

Applying Scalable Computing, Virtualization, and Fast / Dense Networking for Broadcast, Media & Entertainment


• PMDC is a Cisco project that applied Datacenter technologies (i.e., media pod) to a real world studio production workflow.

• PMDC is an evolutional architectural platform that applies datacenter technologies to greatly improve performance, operational efficiencies and workflow flexibility for media production and distribution.

• Designed to introduce the concept of scalable computing, fast / dense networking, and optimized and virtualized media applications.

• Designed as an open platform to support media-centric applications from third parties.

• Heterogeneous Shared Tier Storage

• Centralized Media Platform Operation and Management



Take this Environment

DC Network

Production Workcenters Media Clients

Acquisition Distribution

Access

Long Format Sports News Hi-Res Editing Stations

Media Services

Data Tape Archiving Storage Nearline Storage Online Storage

Local Storage

Browse Viewing

Browse Editing EDL Creation

MAM Client

IP Media Ready

Nexus 7k

Cisco UCS-B

Storage Services

HSM Partial Retrieve

File System Directors

FS Protocol Gateway

Cisco UCS-C

Rewrapping Transcoding

Local Storage

Local Storage

– And Apply DC Principles

QualityControl Conforming

Local Storage

Local Storage

MAM

Multilevel User/Group

Security

Check-in Check-out

Media Assets

MAM Essentials

Workflow / Dataflow

Management

MXF Metadata Management

Media File Movement

MAM Metadata Relational Database

3rd Party Computing

3rd Party Storage

Local Storage

Local Storage

Real Time Stream Ingest

B-2-B File Import

Real Time StreamPlayout

Web/Online Publishing

Local Storage

Local Storage

VoD Publishing

Local Storage

Local Storage

Camera File Import

Optimized Workflows, Locally Attached Storage and Purpose Built Computing Requirements

Most transfers occur inside the MDC

IP Media Ready 10 GE DC Core

Consolidated SAN

MDS VSAN

Nexus 5k

Unified Fabric


Production Workcenters Long Format Sports News Hi-Res Edit

Multilevel User/Group

Security

Check-in Check-out

Media Assets

MAM Essentials

Workflow / Dataflow

Management

MXF Metadata Management

MAM Metadata Relational Database

HSM Partial Retrieve

File System Directors

FS Protocol Gateway

Rewrapping Transcoding

Local Storage

Local Storage

QualityControl Conforming

Local Storage

Local Storage

Real Time Stream Ingest Camera

File Import Local

Storage

Offsite Svcs & Distribution

Single Point of Management

Verify

Signiant

Policy

Secure

Civolution

Fingerprint

Cisco CTM

Analyze

Encode

Media Suite

File Mover

Transcode Ingest

Isilon NAS *1-to-1 App-Host-VM Relationship Illustration Purposes Only.

Validation

MD5 Hash

Signiant

Policy

Secure

Forensic Storage Distribute Asset

(Golden)

.DPX

1.6 TB

ESXi ESXi ESXi ESXi ESXi

Distribution Servicing

SPs

Aggregator Fulfillment

etc…


.DPX

Workflow Mgr

Storage Mgr

VM2 Validator

UCSM/SP (VM3) Inlet Encode

VM4 Fingerprint

VM5 File Mover

Wipe LUN or Equiv

(Artifact Ctrl)

VM6 Signiant Agent

VM1 Signiant Agent

Compute MD5 Hash

1 to N parallel Encode

Civolution FP Ref File D-JRE Mover Ingest Asset

Infrstrcr Dir

NAS or SAN/LUN

DPX

X1

FP

NearLine/Archive

DPX �

FP

X1

FP

DPX �

Outbound Servicing

X1

=

Distribution SPs

Verify

Signiant

Policy

Secure

Civolution

Fingerprint

Cisco CTM

Encode

Asset Mgr

File Mover

Transcode Ingest

Isilon NAS

Validation

MD5 Hash

Signiant

Policy

Secure

Forensic Storage Distribute Asset

(Golden)

.DPX

1.6 TB

Distribution Servicing

SPs

Aggregator Fulfillment

etc… �

**Times are estimated for execution time comparison. Workflow execution times are sum of individual process times.

*Baseline Workflow – Concurrent, Multi Processing (~12 hrs)

Best Tested Workflow – Platform Optimizations (~10 hrs)

10G-Enabled Ingest WF (~6.5 hrs)

Worst Case Process Workflow – Sequential, Single Processing (~19 hrs)

Isilon NAS

Verify Transcode Ingest Fingerprint Storage Distribute

.DPX

1.6 TB

Verify Transcode Ingest Fingerprint Storage Distribute Verify Transcode Ingest Fingerprint Storage Distribute

Verify Transcode Ingest Fingerprint Storage Distribute

•PMDC platform easily scales to execute concurrent workflows with the same efficiency as a single workflow. •For this use case, 4 concurrent workflows could be executed within a single UCS-B chassis with existing fabric. And the platform scales linearly.


Performance, Scalability, and Operational Agility

• Repurpose infrastructure and re-apply resources in wire-once environment in less than ten minutes.

• Address server sprawl and over-provisioned and under-utilized resources.

• Significantly improve workflow operations both in terms of scaling and processing time.

• 10G NAS performance rivaling SAN throughput performance.

• Effective resource allocation, virtualization and parallel processing.

• Operating systems may exhibit limitations utilizing 10G fabric.

• Many media applications not yet architected to take full advantage of 10G infrastructures. And 40G is near.


IP/MPLS Core

IP/MPLS Core

VOD

Home Network

Head End (x10s)

Home x millions

Studio Studio

Mobile Studio Fixed

Studio

Final Studio

VSO (x100s)

VOD VOD

VOD content distributing to scale

Secondary Distribution

Cloud Media Service PrimaryDistribution

Contribution

DCM / VQE

DCM

IP/MPLS Core

Local Content Insertion

National Content Insertion

International & National Content Distribution & Servicing

Access Network

Super Head End (x2)

Multi-Tenancy DC: Distribution, Syndication, and Service Partners


We are Evolving Today’s MPEG Headend to a More Powerful Media Data Center that can deliver next-gen Video services and cloud-based apps

Step 1: Establish the Infrastructure Foundation

Secure TV Partition, Modular Resources using DC Workflows

Virtualized Management Apps, add improved scale

Media Pod for Adaptive Bit Rate &

Cloud applications (PC, tablet, Mobile)

CDN supporting a national footprint

for TV & ABR Streaming

1

2

3

4

Nexus 7000/Catalyst Media traffic mgt, L4-7 Services in the MDC


Standard based, stateless, 10GE integrated and virtualization ready computing platform

providing flexible and efficient Videoscape transcode hosting

Nexus Family & MDS Family 10 GE Ethernet Network as the platform for scalable and unified ABR Media Pod workflow infrastructure.

ASR-9K & CRS-1 DC-PE nodes for IP NGN Hand-off

Virtualization Realization of virtualization

technology benefits for media workloads: Mobility, dynamic

resourcing, automation, redundancy

Centralized Management

Actionable by automation

layers through open interfaces.


• Content Providers and Service Providers are constantly evaluating their requirements to implement the most efficient means of creating, transforming, and delivering content.

• Cisco’s scalable, on-demand computing resources, network architectures which expand from 10gE to 100gE, and application virtualization provides data center transformation for digital media and TV Everywhere initiatives.

• For more information, please see:www.ciscoknowledgenetwork.com

• Our next Cisco Knowledge Network session will be held on: March 28 Topic: “Content Decision and Recommendation Solutions”

http://www.ciscoknowledgenetwork.com

Thank you.

187 02-22-2012 pmdc cisco knowledge network v4

Documents

cisco confidential

cisco andor

ussp media

media creation

media data centers production

media sources ip multicast

media analytics etr

duplicate media workflows