187 02-22-2012 PMDC Cisco Knowledge Network V4

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Media Data Centersfor Content & Service Providers Production and Distribution

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

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• Media Creation and Distribution Model Creation/Contribution, Creation/Cont ribution, Production, Distribution, Consumption • Media/Video Applied To To Data Centers/Cloud Media Requirements, DC Advantages, 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

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

Cisco Confidential

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Source/Create

Contribution

Production/Post Syndication

Distribution & Service Provider

Consumption

Direct to Home (DTH)

Primary

Secondary

Home

IP Over The Air (DTT)

Post Production

News Gathering

IP

IP

Network

Telco (Wireline)

IP IP

Sport Events Cable

IP

Studio-to-Studio

Video Data Center

Internet  AP/Gwy Wireless

Production Media Data Center

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

Media Data Center

Cisco Confidential

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Contribution

Primary Distribution

Studio Studio Final Studio

Common core network requirements & designs

IP/MPLS Core Mobile Studio

Secondary Distribution

IP/MPLS IP/MPLS Core Core

Fixed Studio

IP/MPLS IP/MPLS Core Core

Home Network

DCM

 Access Network

VOD content distributing to scale

Super Head End (x2) DCM VOD

International &

National

National Content Insertion

Content Insertion

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

Super Head End (x2)

VOD

VOD DCM / VQE

Local Content Insertion

Head (x10s)End

VSO (x100s)

Home x millions Cisco Confidential

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• Content Providers and Broadcast organizations have traditionally operated 2-3

IT Infrastructures 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 infrastructure,,

differentiated different iated by services.

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

Cisco Confidential

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What kin d of seriou s probl ems have you experienced in your m ove to IT based production system systems? s? Others

Project management issues

Software integration issues

Media management issues

Consolidate Infrastructure and management. IaaS

File format and interoperability issues

Model.. Model

File transfer issues

IT Network and Infrastructur Infrastructure e issues

None 0%

10%

20%

30%

40%

50%

60%

70%

Source: European Broadcasting Union © 2012 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

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Unique Interfaces to Media Sources Satellite

Off-Air

Strict Media Redun Redun dancy 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 W orkflows • Storage redundancy and backup model span geographies

• 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)

Unique Media Storage Requirements

High Bandwidth Network Network L oading L2/L3 Fabric

• Media W orkflows 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

Virtual Storage Pools

• 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)

Media Me dia Application Dive Diversit rsit y

Media Media Clou d Service Models

• 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

• 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

The Media Cloud provides a fundamental change in the way Video entertainment and applic ations are delivered. The Cloud-Ready Media infr astru ctur e applies the most advanced Data Center technologies to enable new Media business models. © 2012 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

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Blades Blade s in  Ap pl ian c es • 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

Media Pods

Virtualization

• Media Applications mapped to blades in Media Pods • Increased agility and service velocity thru replicated Media Pods

• Virtualized Media apps increase efficiency, scale, and mobility • Take advantage of Moore’s Law, increased application density with more powerful blades,

• Massive reduction in switches, cabling and management points • Support many  Media application vendors on a single Unified Media Cloud • Operations improved thru

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

Service Profiles, SAN Boot, Stateless Servers  App li anc es i n Rac ks

Blades in Media Pods

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

Virtual Apps and Infrastructure

Distribu ted Data C Centers enters and Media-as-a-Service

Media Cloud

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

Cisco Confidential

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Comparing 150 Unit Unit Enco der Systems 150 Unit Unit Enco der System – Appliance Model

Preliminary Calculations  Appliance versus UCS Bare Metal Metal install

150 Encoder System – UCS Blade Model

The UCS UCS Value Value Proposit ion for 150 15 0 Unit Units s of Encoder Capa Capacit cit y

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

• 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 B lades will improve • Virtualization will Yield Even More Savings

Cisco Confidential

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Benefits Unified Data Center Elements Compute

Cisco UCS B-Series Cisco UCS Manager

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

Network

Cisco

Nexus® Family Storage

Unified Storage 10 GE and FCoE SAN/NAS Bundle

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

Shared Shared infrastructure for wide range of Media applications © 2012 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

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One scalable, virtualized, and secure architecture One data center infrastructure to manage  Ac ces s Network vPC

Cisco Nexus 5548

Unified Unifie d Access Switch supports GE, Fibre Channel, and FCoE

Cisco UCS 6200 Fabric Interconnect

“ Wire Wire-once” -once” Fabric Inte Interconnect rconnect

vPC

Cisco B-Series UCS 5108 Chassis

Unified Computing System

(2) 10GbE with FCoE per Fabric Extender

Cisco UCS B250 M2 Blade Servers Cisco UCS B200 M2 Blade Servers Cisco UCS 2100 Fabric Extenders

Ether Channel 2 x10 GbE

Unified Storage

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

Ether Channel 2 x10 GbE

EMC VNX 5500 Unified Storage Fibre Channel

Fibre Channel

over 2 xEthernet 10G

over 2 xEthernet 10G

High performance Blades support multiple c lasses of computing and dense memory Fully redun dant server I/O, backplane, and and network connections

Unified Unifie d Stora Storage ge supports both SAN and NAS, and virtual resource pools

Cisco Confidential

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VMware vSphere VMware vSphere Enterprise Plus VMware vCenter Standard

Cisco ® Unified Fabric Fabric 2 Cisco Nexus® 5548UP with fabric services (per 3 Media Pod configurations) 2 Cisco Nexus 1000V

Cisco UCS Platfor Platfor m 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-550 VNX-5500 0 Sto Storag rage e

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 Flexibl Flexibl e Media Media Infrastru ctur e Plus headroom for more servers and storage capacity Two Two classes of computing supporting dense memory and general virtualized workloads

VNX 600GB15K SAS Drives VNX 2TB7.2K SAS Drives

• Maximum Server Density • Ma  Massi ssi ve Cable Cable Reductio n • Unified Storage

4 10-Gbps IP interfaces 8 8-Gbps Fibre Channel interfaces 2 10-Gbps FCoE interfaces

• Accele  Accelerated rated Provisionin g • Buil t f or Multi-Tena Multi-Tenancy ncy

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

Cisco Confidential

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Scale Sca le out wit h standard and and proven con figurations  –

Predictable and highly efficient Capacity and performance Floor space, power, and cooling

 –

Or scale up within a sing single le Media Pod

Benefits  –

Reduce effo effort rt for de design, sign, deploy deployment, ment, and testing

 –

Reduce infrast infrastructure ructure de deployment ployment cycle time by up to 50%

 –

Manage re resource source pools, not individ individual ual systems Traditional Application Deployment

Deployment with Media Pod and Virtualization

50% Deployment Time Savings

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

Balanced C Computin omputin g

More Computing

Less Computing

and Storage

and Shared Storage

Moreand Storage

Cisco Confidential

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Rapid Expansion of Media Services with “Stateless Servers” and Unified Fabric Single Point of Management Support Many Customers on a common Infrastructure

Unified Fabric

Data Center Management

 Anal ytic s & Session Control

Content Mgt & Entitlement

Linear  Adap ti ve Transcoders Packagers

Linear  Adap ti ve Transcoders Packagers

Content Mgt & Entitlement

Media Services

Media Services

2nd   Customer

3rd   Customer

Unified Compute

VoD  Adap ti ve Transcoders Packagers

 Anal ytic s & Session Control

VoD  Adapt ive Transcoders Packagers

Data Center Management

Storage Array

1

2

3

 Add VoD

 Add Lin ear

Grow Linear

+

Steaming Service (PC / Tablet) © 2012 Cisco and/or its affiliates. All rights reserved.

Service, Grow VoD Service (PC / Tablet )

Stateless Servers… Service Profiles… Virtualized Apps

+

Service, add formats and devices

Storage Array

4

+

Unified Storage

Scale Out PoDs for  Addi ti onal Cust om ers

(PC / Tablet / Mobile) Cisco Confidential

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Production Media Data Center (PMDC)

 A pp ly  App lyin in g Sc alab alable le Co mp ut in g, Virt Vi rt ual izat io n, and an d Fast Fas t / Den s e Netw or ki ng for Broadcast, B roadcast, Media Media & Entertainment

MSB 1by12 – SPBC – Oct 09

gahale - Australia

© 2007 Cisco Systems, Inc. All rights reserved.

15

Cisco Confidential

 

• PMDC is a Cisco project that applied Datacenter technologies 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 © 2012 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

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Optimized W orkf low s, Locally andd P Purpo Computi TRequirements ake thi sWorkf Environm Envir onment ent Attached Storage  – And An Ap Aurpo p pse l y Built DC Pri Pr i n c i png l es  Acq ui si ti on

Producti on Workcenters Hi-Res Editing Stations

Camera File Import

News

Media Clients

Long Format

Sports

Dis tr ib ut io n VoD Publishing

MAM Client Local Storage

Local Storage Browse Viewing

Real Time Stream Ingest

B-2-B File Import

Local Storage

Local Storage

Real Time Local Storage

Browse Editing EDL Creation

StreamPlayout

Web/Online Publishing

Local Storage

Local Storage

 Acc ess

Most transfers occur inside the MDC

IP Media Ready

Nexus 7k

Network DC Network Nexus 5k

MAM 3rd  Party MAM Computing Workflow / Metadata Relational Database

Dataflow Management

Multilevel User/Group Security

MAM Essentials

MXF Metadata Management

Check-in Check-out Media Assets

Media Services Conforming

QualityControl

Local Storage

Local Storage

Rewrapping

Transcoding

Local Storage

Local Storage

Unified Fabric

IP Media Ready 10 GE DC Core

MDS VSAN

Consolidated SAN

Storage Services Partial Retrieve

HSM

Online Storage File System FS Protocol System Unified Computing Directors Gateway

Nearline Storage

Data Tape  Arc hiv ing Stor age

3rd  Party Storage

Media File Movement

Cisco UCSUCS-C C © 2012 Cisco and/or its affiliates. All rights reserved.

Cisco UCS-B Cisco Confidential

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Production Workcente Workcenters rs Hi-Res Edit

Real Time Stream Ingest

Camera File Import

Partial Retrieve

HSM

File System Directors

FS Protocol Gateway

Conforming

QualityControl

Local Storage

Local Storage

Rewrapping

Transcoding

Local Storage

Local Storage

MAM Metadata Relational Database

News

Sports

Long Format

Local Storage

Offsite Svcs & Distribution

Single Point of Management

Workflow / Dataflow Management

Multilevel User/Group Security

MAM Essentials

MXF Metadata Management

Check-in Check-out Media Assets

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

Cisco Confidential

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 Asset (Golden)

.DPX 1.6 TB

Ingest

Verify

Signiant

Validation

Policy

MD5 Hash

Secure

Transcode

Forensic

Storage

Distribute

Cisco CTM

Civolution

Media Suite

Signiant

 Analyze

Fingerprint

File Mover

Policy

Secure

Encode

Distribution Servicing SPs  Aggregator Fulfillment etc…

ESXi

ESXi

ESXi

ESXi

Isilon NAS

ESXi

1 to 1 App Host VM Relationship Illustration Purposes Only.  

Workflow Mgr

Distribution SPs

FP

.DPX

VM1 Signiant Agent

    =

Ingest Asset

Infrstrcr Dir

VM2 Validator

UCSM/SP (VM3) Inlet Encode

VM4 Fingerprint

X1

VM5 File Mover

VM6 Signiant Agent Wipe LUN or Equiv

Compute MD5 Hash

1 to N parallel Encode

Civolution FP Ref File

(Artifact Ctrl) D-JRE Mover

Outbound Servicing

Storage Mgr

NearLine/Archive

DPX

DPX �  

DPX �  

X1

X1 FP

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

NAS or SAN/LUN

FP

Cisco Confidential

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 Asset (Golden)

.DPX 1.6 TB

Ingest

Verify

Transcode

Forensic

Storage

Distribute

Signiant

Validation 

Cisco CTM

Civolution

 Asset Mgr Mgr

Signiant

Policy

MD5 Hash

Encode

Fingerprint

File Mover

Policy

Secure



 

Secure

Worst Case Process Workflow – Sequential, Single Processing (~19 hrs) *Baseline Workflow – Concurrent, Multi Processing (~12 hrs) Best Tested Workflow – Platform Optimizations (~10 hrs) 10G-Enabled Ingest WF (~6.5 hrs)

Isilon NAS

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

Distribution Servicing SPs  Aggregator Fulfillment etc…

 

•PMDC platform easily scales to execute concurrent c oncurrent 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 linearly..

Ingest Ingest Ingest Ingest

Verify Verify Verify Verify

Transcode Transcode Transcode Transcode

Fingerprint Fingerprint Fingerprint Fingerprint

.DPX 1.6 TB

Isilon NAS

Storage Storage Storage Storage

Distribute Distribute Distribute Distribute

 

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 over-pro visioned and under-utilized resources. resource s. • 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.

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

Cisco Confidential

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Cloud Media Service PrimaryDistribution

Contribution

Secondary Distribution

Studio Studio Final Studio

Mobile Studio

IP/MPLS Core

Fixed Studio

IP/MPLS IP/MPLS Core Core Multi-Tenancy DC: Distribution, Syndication, and Service Partners

Home Network  Access Network

VOD content distributing to scale DCM

International & National Content Distribution & Servicing

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

VOD

National Content Insertion

Super Head End (x2)

VOD

VOD DCM / VQE

Local Content Insertion

Head (x10s)End

VSO (x100s)

Home x millions Cisco Confidential

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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 Virtualization

Realizationbenefits of virtualization technology for media workloads: Mobility, dynamic resourcing, automation, redundancy

1 Secure TV Partition, Modular Resources using DC Workflows

Nexus 7000/Catalyst

Step 1: Establish the Infrastructure Foundation

Media traffic mgt, L4-7 Services in the MDC

2 Virtualized Management Apps, add improved scale

3

Unified Computing System Standard based, stateless, 10GE integrated and virtualization ready computing platform providing flexible and efficient Videoscape transcode hosting

Media Pod for  Adap tiv e Bi t Rate & Cloud applications (PC, tablet, Mobile)

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

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

4 CDN supporting a national footprint for TV & ABR Streaming

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

Centralized Management

 Actionab  Actionable le by automation layers through open interfaces. Cisco Confidential

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• 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 www.ciscoknowledgenetwork.com  

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

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

Cisco Confidential

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Thank you.

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