dvac scte meeting february 14, 2008

© 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1

DVAC SCTE MeetingFebruary 14, 2008

Harry Emmerich

Staff Network and Applications Engineer


Agenda

SDV Drivers / Competitive Landscape

Cherry Hill Viewership Analysis

TWC Architecture overview – comparison with NGOD


Why Switched Digital Video? Powerful bandwidth management tool

Decouples bandwidth from offered content

Works on existing MPEG-based set-tops

Fully supported on existing S-A set-tops

Enables new programming offerings

Premium, ethnic tiers – enables “the long tail”

Transparent to consumers

More choice - no change in viewing experience

Improves visibility to consumer demand

Provides detailed viewership data

Can be used to enhance targeted advertising

A key component of Next Generation Networks


HDTV is Penetrating the Mainstream Market

1. Increased attractiveness of HDTV sets

Price (ASP) declines

Functionality increases (image quality, size, form factors, connectivity, etc)

Popularity

2. Increased availability of HDTV content

Produced content (lifetime value protection)

Competitive advantage for Networks (ESPN, HBO, ABC, etc)

Competitive advantage for Service Providers (DBS satellite capacity expansion, cable expansion in # of channels)

Mass adoption of HDTV is in full force as early adoption ends.


Competition facing the MSO industry…..

"This is DIRECTV's break-out year for HD," said Chase Carey, president and CEO, DIRECTV, Inc. "The launch of our two new satellites will complete the largest capacity expansion in DIRECTV history, and no other video service will be able to match the sheer volume and quality of our HD programming. With HD adoption now reaching critical mass in the U.S., and 40 million homes projected to have HD-capable TV's this year, DIRECTV will be uniquely positioned as the best choice for HD programming.“

With the launch of DIRECTV 10 and DIRECTV 11 satellites in 2007, DIRECTV will have the ability to deliver more than 1,500 local HD and digital channels and 150 national HD channels, in addition to new advanced programming services for customers.DIRECTV currently offers standard-definition local channels in 142 markets, covering nearly 94 percent of television households in the country, as well as local HD broadcast channels in 49 cities, representing more than 65 percent of U.S. TV households.


Niche experience: Dish Networks offers extensive international programming

African

ABN America - $14.99/mo.

Armenian

Armenia TV - $14.99/mo.

Arabic

15 channels - $39.99/mo.

Al Jazeera Kuwait TV

Chinese


Farsi


French

3A Telesud - $14.99/mo.

German

Polish

1 channel - $14.99/mo.

Greek


Israeli

Israeli Network - $19.99/mo.

Italian


Japanese

TV Japan - $25.00/mo.

Korean



Portuguese Russian South Asian Tagalog Urdu

TV Globo - $19.99/mo. 2 channels - $24.99/mo. 6 channels - $49.99/mo. 1 channel - $14.99/mo. 3 channels - $34.99/mo.

The high price of these offerings demonstrates the value to niche consumers.


HD Additions

2007 2008 2009

19

27

17


Agenda





Objectives of Analysis Objective

Evaluate viewership dynamics

Develop a sizing model for SDV systems

Number of streams (QAMs) required vs. SG size and channels switched

Demonstrate potential programming gain provided by SDV

ApproachCollect and reduce viewership data collected by Retriever

Create a range of “virtual service group” sizes over which to generate results

Rank channels based on cumulative viewership seconds.

Analyze each virtual Service Group over time to estimate peak SDV stream usage

Fit a curve to the data using curvilinear regression and generate prediction intervals.


Global Cumulative Viewership Minutes (demonstrating the long tail)

Cumulative Viewership Minutes over Channel Rank(From most popular to least popular program)

0.00E+00

2.00E+07

4.00E+07

6.00E+07

8.00E+07

1.00E+08

1.20E+08

1.40E+08

1.60E+08

1 11 21 31 41 51 61 71 81 91 101 111 121 131 141 151 161 171 181 191 201 211 221 231 241

Channel Rank(1 = most popular program)

Cu

mu

lati

ve V

iew

ersh

ip M

inu

tes

Top 20% 2nd 20% 3rd 20% 4th 20% Bottom 20%

(5 HD)

(2 HD) (8 HD) (4 HD)


Usage Over Multiple Hubs

Cherry Hill East (CE), Cherry Hill West (CW), Medford (MF), and Pennsauken (PN)

December 2nd – 8th


Usage Over Time - Cherry HillVirtual Service Group CE-5 (687 DHCTs)

12/2/06 - 12/8/06

0

10

20

30

40

50

60

70

80

90

100

110

120

130

140

12/0

2 0

9:36

:00

12/0

2 1

4:24

:00

12/0

2 1

9:12

:00

12/0

3 0

0:00

:00

12/0

3 0

4:48

:00

12/0

3 0

9:36

:00

12/0

3 1

4:24

:00

12/0

3 1

9:12

:00

12/0

4 0

0:00

:00

12/0

4 0

4:48

:00

12/0

4 0

9:36

:00

12/0

4 1

4:24

:00

12/0

4 1

9:12

:00

12/0

5 0

0:00

:00

12/0

5 0

4:48

:00

12/0

5 0

9:36

:00

12/0

5 1

4:24

:00

12/0

5 1

9:12

:00

12/0

6 0

0:00

:00

12/0

6 0

4:48

:00

12/0

6 0

9:36

:00

12/0

6 1

4:24

:00

12/0

6 1

9:12

:00

12/0

7 0

0:00

:00

12/0

7 0

4:48

:00

12/0

7 0

9:36

:00

12/0

7 1

4:24

:00

12/0

7 1

9:12

:00

12/0

8 0

0:00

:00

12/0

8 0

4:48

:00

12/0

8 0

9:36

:00

12/0

8 1

4:24

:00

12/0

8 1

9:12

:00

12/0

9 0

0:00

:00

Time

Un

iqu

e S

trea

m U

sag

e

Bottom 20% (50) Bottom 40% (99) Bottom 60% (149) Bottom 80% (198) All (247)

Usage Over Time – Cherry Hill East HubVirtual Service Group CE-5 (687 DHCTs)

Peak for All (247) Channels is 132

Peak for 80% (198) Channels is 85

Peak for 60% (149) Channels is 46


Peak Unique Streams - Comcast Cherry Hill East Hub (using Global Rankings)12/2/06 - 12/8/06

0

10

20

30

40

50

60

70

80

90

100

110

120

130

140

150

160

170

180

300 400 500 600 700 800 900 1000 1100

Node Group Size (DHCT Count)

Pea

k U

niq

ue

Str

eam

s


Bottom 20% Fit Bottom 40% Fit Bottom 60% Fit Bottom 80% Fit All Fit

Bottom 20% Limit Bottom 40% Limit Bottom 60% Limit Bottom 80% Limit All Limit

Cherry Hill East Hub – Peak Unique StreamsUsing a Global Channel Ranking

Peak for All (247) Channels at V.S.G. CE-5 is 132

Peak for 80% (198) Channels at V.S.G. CE-5 is 85

Peak for 60% (149) Channels at V.S.G. CE-5 is 46


Cherry Hill East Hub – Peak Unique StreamsUsing a Local Channel Ranking

Peak Unique Streams - Comcast Cherry Hill East Hub (using Local Rankings)12/2/06 - 12/8/06

0

10

20

30

40

50

60

70

80

90

100

110

120

130

140

150

160

170

180

300 400 500 600 700 800 900 1000 1100

Node Group Size (DHCT Count)

Pea

k U

niq

ue

Str

eam

s


Bottom 20% Fit Bottom 40% Fit Bottom 60% Fit Bottom 80% Fit All Fit

Bottom 20% Limit Bottom 40% Limit Bottom 60% Limit Bottom 80% Limit All Limit

Notice, the Orange Data (representing All Channels) did not change&

All other Data, on the whole, shifted down slightly, but with no LARGE change


Summary of Peak Unique Streams for V.S.G. CE-5

Channel Ranking Method

Channels Global Ranking Local Ranking

All Channels (247) 132 streams 132 streams

Bottom 80% (198) 85 streams 84 streams





Summary of Sample Peak Unique Streams

Virtual Service Group CE-5 CW-4 MF-1 PN-18

Ranking Method (G/L) G L G L G L G L

All Channels (247) 132 132 129 129 130 130 123 123

Bottom 80% (198) 85 84 86 86 84 83 86 80

Bottom 60% (149) 46 44 46 44 51 46 46 43

Bottom 40% (99) 21 18 17 17 23 17 20 18

Bottom 20% (50) 4 3 5 4 4 3 5 5


Usage Over Cherry Hill East Hub (CE) over multiple weeks

December 2nd – 8th

December 23rd – 30th

December 31st – January 6th

January 7th – 13th

January 14th – 20th


Usage Over Time - Cherry HillVirtual Service Group CE-5 (687 DHCTs)

12/2/06 - 12/8/06

0

10

20

30

40

50

60

70

80

90

100

110

120

130

140

12/0

2 0

9:36

:00

12/0

2 1

4:24

:00

12/0

2 1

9:12

:00

12/0

3 0

0:00

:00

12/0

3 0

4:48

:00

12/0

3 0

9:36

:00

12/0

3 1

4:24

:00

12/0

3 1

9:12

:00

12/0

4 0

0:00

:00

12/0

4 0

4:48

:00

12/0

4 0

9:36

:00

12/0

4 1

4:24

:00

12/0

4 1

9:12

:00

12/0

5 0

0:00

:00

12/0

5 0

4:48

:00

12/0

5 0

9:36

:00

12/0

5 1

4:24

:00

12/0

5 1

9:12

:00

12/0

6 0

0:00

:00

12/0

6 0

4:48

:00

12/0

6 0

9:36

:00

12/0

6 1

4:24

:00

12/0

6 1

9:12

:00

12/0

7 0

0:00

:00

12/0

7 0

4:48

:00

12/0

7 0

9:36

:00

12/0

7 1

4:24

:00

12/0

7 1

9:12

:00

12/0

8 0

0:00

:00

12/0

8 0

4:48

:00

12/0

8 0

9:36

:00

12/0

8 1

4:24

:00

12/0

8 1

9:12

:00

12/0

9 0

0:00

:00

Time

Un

iqu

e S

trea

m U

sag

e


Usage Over Time – Virtual S.G. CE-512/2/06 – 12/8/06


Usage Over Time - Cherry Hill EastVirtual Service Group CE-5 (687 DHCTs)

12/23/06 - 12/30/06

0

10

20

30

40

50

60

70

80

90

100

110

120

130

140

12/2

3 0

9:36

:00

12/2

3 1

4:24

:00

12/2

3 1

9:12

:00

12/2

4 0

0:00

:00

12/2

4 0

4:48

:00

12/2

4 0

9:36

:00

12/2

4 1

4:24

:00

12/2

4 1

9:12

:00

12/2

5 0

0:00

:00

12/2

5 0

4:48

:00

12/2

5 0

9:36

:00

12/2

5 1

4:24

:00

12/2

5 1

9:12

:00

12/2

6 0

0:00

:00

12/2

6 0

4:48

:00

12/2

6 0

9:36

:00

12/2

6 1

4:24

:00

12/2

6 1

9:12

:00

12/2

7 0

0:00

:00

12/2

7 0

4:48

:00

12/2

7 0

9:36

:00

12/2

7 1

4:24

:00

12/2

7 1

9:12

:00

12/2

8 0

0:00

:00

12/2

8 0

4:48

:00

12/2

8 0

9:36

:00

12/2

8 1

4:24

:00

12/2

8 1

9:12

:00

12/2

9 0

0:00

:00

12/2

9 0

4:48

:00

12/2

9 0

9:36

:00

12/2

9 1

4:24

:00

12/2

9 1

9:12

:00

12/3

0 0

0:00

:00

12/3

0 0

4:48

:00

12/3

0 0

9:36

:00

12/3

0 1

4:24

:00

12/3

0 1

9:12

:00

12/3

1 0

0:00

:00

Time

Un

iqu

e S

trea

m U

sag

e






12/31/06 - 1/6/07

0

10

20

30

40

50

60

70

80

90

100

110

120

130

140

12/3

1 0

9:36

:00

12/3

1 1

4:24

:00

12/3

1 1

9:12

:00

01/0

1 0

0:00

:00

01/0

1 0

4:48

:00

01/0

1 0

9:36

:00

01/0

1 1

4:24

:00

01/0

1 1

9:12

:00

01/0

2 0

0:00

:00

01/0

2 0

4:48

:00

01/0

2 0

9:36

:00

01/0

2 1

4:24

:00

01/0

2 1

9:12

:00

01/0

3 0

0:00

:00

01/0

3 0

4:48

:00

01/0

3 0

9:36

:00

01/0

3 1

4:24

:00

01/0

3 1

9:12

:00

01/0

4 0

0:00

:00

01/0

4 0

4:48

:00

01/0

4 0

9:36

:00

01/0

4 1

4:24

:00

01/0

4 1

9:12

:00

01/0

5 0

0:00

:00

01/0

5 0

4:48

:00

01/0

5 0

9:36

:00

01/0

5 1

4:24

:00

01/0

5 1

9:12

:00

01/0

6 0

0:00

:00

01/0

6 0

4:48

:00

01/0

6 0

9:36

:00

01/0

6 1

4:24

:00

01/0

6 1

9:12

:00

01/0

7 0

0:00

:00

Time

Un

iqu

e S

trea

m U

sag

e


Note: On the night of January 3-4, there was a system-wide reboot, and on January 5-6 there was a Retreiver Server Update




1/7/07 - 1/13/07

0

10

20

30

40

50

60

70

80

90

100

110

120

130

140

01/0

7 0

9:36

:00

01/0

7 1

4:24

:00

01/0

7 1

9:12

:00

01/0

8 0

0:00

:00

01/0

8 0

4:48

:00

01/0

8 0

9:36

:00

01/0

8 1

4:24

:00

01/0

8 1

9:12

:00

01/0

9 0

0:00

:00

01/0

9 0

4:48

:00

01/0

9 0

9:36

:00

01/0

9 1

4:24

:00

01/0

9 1

9:12

:00

01/1

0 0

0:00

:00

01/1

0 0

4:48

:00

01/1

0 0

9:36

:00

01/1

0 1

4:24

:00

01/1

0 1

9:12

:00

01/1

1 0

0:00

:00

01/1

1 0

4:48

:00

01/1

1 0

9:36

:00

01/1

1 1

4:24

:00

01/1

1 1

9:12

:00

01/1

2 0

0:00

:00

01/1

2 0

4:48

:00

01/1

2 0

9:36

:00

01/1

2 1

4:24

:00

01/1

2 1

9:12

:00

01/1

3 0

0:00

:00

Time

Un

iqu

e S

trea

m U

sag

e





1/14/07 - 1/20/07

0

10

20

30

40

50

60

70

80

90

100

110

120

130

140

150

01/1

4 0

9:36

:00

01/1

4 1

4:24

:00

01/1

4 1

9:12

:00

01/1

5 0

0:00

:00

01/1

5 0

4:48

:00

01/1

5 0

9:36

:00

01/1

5 1

4:24

:00

01/1

5 1

9:12

:00

01/1

6 0

0:00

:00

01/1

6 0

4:48

:00

01/1

6 0

9:36

:00

01/1

6 1

4:24

:00

01/1

6 1

9:12

:00

01/1

7 0

0:00

:00

01/1

7 0

4:48

:00

01/1

7 0

9:36

:00

01/1

7 1

4:24

:00

01/1

7 1

9:12

:00

01/1

8 0

0:00

:00

01/1

8 0

4:48

:00

01/1

8 0

9:36

:00

01/1

8 1

4:24

:00

01/1

8 1

9:12

:00

01/1

9 0

0:00

:00

01/1

9 0

4:48

:00

01/1

9 0

9:36

:00

01/1

9 1

4:24

:00

01/1

9 1

9:12

:00

01/2

0 0

0:00

:00

Time

Un

iqu

e S

trea

m U

sag

e



Summary of Peak Unique Streams for V.S.G. CE-5 Over Time

Date Range

Channels 12/2 - 12/8 12/23 – 12/30 12/31 – 1/6 1/7 – 1/13 1/14 – 1/20

All Channels (247) 132 133 130 132 140

Bottom 80% (198) 85 87 82 86 93

Bottom 60% (149) 46 48 46 48 51

Bottom 40% (99) 21 20 20 21 24

Bottom 20% (50) 4 4 4 4 3


Peak Streaming vs. SG Size

Peak Streams at 99.99% - Cherry Hill Hub 8 Dec 15.2006 - Jan 9, 2007

0 200 400 600 800 1000 1200 1400 1600SG Size (Tuners)

0

20

40

60

80

100

120

140

160

180

Nu

mb

er o

f U

niq

ue

Str

eam

s

Bottom 20% Bottom 40% Bottom 60% Bottom 80% All Max Observed

4 QAMs


Agenda





TWC Phase II SDV Characteristics

Next-Generation TWC Switched Digital Video Solution Replaces proprietary Phase I solutions Re-architected to provide:

Open, standards-based solutionScalabilityInterchangeable componentsInnovation by vendorsSupport for standard IP networksQAM sharing

System Components communicate via standard, open interfaces Phase II Requires Adherence to Five Key Interface Definitions

SSP-SIS – Session Setup Protocol for Server Interactive SessionsCC-MIS – Channel Change Message Interface SpecificationMC-MIS - Mini Carousel Message Interface SpecificationSDV Server - Edge Device Interface DefinitionDNCS – Edge Device Interface Definition


BulkEncryptor HFC

Network

Phase II: Open IP Architecture for Switched Digital Video

Settop withSDV

Client

VideoContent

IP Network

MiniCarousel

ControlIP Network

Video Sources

Channel Change

Message

SessionBinding

GroomedVideo

IGMP Join

Out-of-BandChannel

In-BandChannel

Server Interactive Session Request

EncryptedMulticast

Video

StagingProcessor

SDVServer

MasterSRM

EdgeQAM

QPSK

ContentSources

SDVManager

Management& Provisioning

ShellSessionSetup

Open Interface Specification

Video Content

Management

All interfaces are open and published Separates server from switch

• Based on IP Multicast• Separates switch from QAM

VODPump

Enables QAM Sharing


2) Reserve 37 for VOD

2) Join multicast for SDV ch8

DNCS w/App-Independent

Session and Resource

Manager (SRM)

GQAM

VODPump

0) Channel change

to SDV ch8 (HD)

3) SDV ch8 (HD)

-3) Give me 36x 625kb/s sessions

-6) set up CBR SPTSIP unicasts to Netcrypt

-1) Take sessionIDs 1-36 on GQAM X

-2) Reserve sessionIDs 1-36

“shell sessions” for SDV

1) Use sessID 12 for HD-SDV ch8incl: actual bit rate andmulticast addresses

4) SDV ch8

1) Buy VOD“Movie”

3) Send VOD “Movie”to GQAM X

4) “Movie”5) “Movie”

6) “Movie”

ServerInteractiveSessRequest/response

“Movie”37

Headend

Phase II SDV / VOD Session Setup Messages

DCMStaging

Processor

2) MiniCarousel

SDV ch8 (HD)12

SDVManager

-4) Provision SDV Servers

-5) set up multicast

CF sessions on Netcrypt

-5) DNCS sendsSourceIDs, multicast

addresses,bit rates

to SDV Manager

2) Tune toGQAM X

DNCS 4.2Master SRM

SDVManager

SDVServer

Netcrypt

CMCStaging

Processor

Hub“Easy 80”


Switched Digital Video Reference Architecture

MulticastOr

Unicast

QAM

QAM

QAM

QAM

NodeBroadcast

Source

SDV SessionManager

Edge Resource Manager

EncryptorCBR/SPTS IP Network

Controller

SDRe-encoder

S6 Interface with VOD System for

QAM Sharing

SDV Client(SARA or Aspen)

CMC Infrastructure

New Infrastructure

Changed Infrastructure

CMC / Headend / Primary Hub

Primary Hub / Hub HFC Plant

HDRe-encoder

CCP/MCP

R6/D6

S6

N NW L W L

…

Source: Phil Gabler - Comcast


Example SDV Implementation – SA

QAM

QAM

QAM

QAM

NodeBroadcast

Source

…

SDV SessionManager

Edge Resource Manager

BulkEncryptorCBR/SPTS IP

Network

Controller

SDRe-encoder

SARA/AspenSDV Client

HDRe-encoder

Harmonic

(Most likely not needed)

Scientific-Atlanta NetCrypt

CCP/MCP

R6/D6

S6

S-A/CiscoUSRM

N W L N W L

Scientific-Atlanta DNCS

(DNCS 2.7.1 or 4.3 )

MulticastOr

Unicast

S6Existing Infrastructure

New Infrastructure

Changed Infrastructure

Harmonic NSG9000or

Arris D5

Showcase will use XDQA-24then BG1

Source: Phil Gabler - Comcast

dvac scte meeting february 14, 2008

Documents