Distribution Backbone Project July 14, 2011 Part 1
One Backbone: Two Sony Initiatives Although the distribution and production segments of the backbone will be integrated, two different implementation approaches are being utilized. This presentation’s focus is on the Distribution Backbone. Viewing Media Backbone Conductor Distribution Backbone • Professional Solutions Group (B2B) • Sony Pictures Entertainment • Sony Pictures Entertainment • Sony DADC Post-Production Digital Ordering • Editorial Content Master Master Publish Inventory & Content Fulfillment • Digital Intermediates Capture Generation Ingest Mgmt Processing • Digital Effects • Etc. Archive On-Site Software Platform Business Process Outsourcing (BPO), • Local, networked deployment Cloud-based Services • Requires new CapEx / on-site infrastructure • Online, remote access service utility • Some functions may adapt as cloud • Scalable, centralized infrastructure with services economies of scale • OpEx only Sony Proprietary and Confidential 2
Distribution Backbone (DBB) Objectives & Value Proposition Business Objective In partnership between SPE & DADC, create a fully integrated file-based content supply chain solution for media distribution • Approved by Sony Corp Investment Committee in April CY09 • Each company brings its strengths and experience to create a unique offering • SPE to lead the development, provide industry knowledge, and be an anchor client • DADC to market and deliver the service, leveraging service provider strength, global reach, supply chain expertise & principles Benefits for DBB Clients (including SPE) Benefit Type Business Benefit Reduce Costs • Minimize number of Video Masters and clones • Reduce physical media & shipment charges • Reduce recurring vendor charges Time to Market • More efficient manufacturing • Direct delivery to clients, bypassing traditional shipping and customs Visibility • Greatly improve visibility to orders and inventory Quality • Eliminate tape to file conversions Sony Proprietary and Confidential 3
DBB Opportunity: Challenges Faces Content Providers and Aggregators Content Owners Content Prep provide core assets, & Delivery metadata • Hundreds of thousands of assets • Different source providers • Numerous formats • Lots of specialized tools • Unique package specs for each distributor • Complex rights management • Compressing release windows • Metadata management • Channel tailored marketing collateral • Changing technical standards • Packaging and revisions Vendors provide • Myriad of delivery tools audio, subs, Significant differentiations captions, elements in technical specs and metadata requirements SKUs 30,000 240,000+ 2,100,000+ 10 Days 20 Days 10 Days General Timelines
Distribution Backbone Conceptual Overview 3 Distribution Requests 5 Business Services Distribution Clients (Order Management, Library, Reporting, Financials, Physical Asset Mgmt) EST 1 2 4 VOD Package Acquire Content Ingest Blu-ray/DVD Media Vault Assembly Content Delivery Processing (Content and (Multi Tier) (Trailers, Box (Highest Metadata) TV (Core Media) Art, Meta-data) Quality) Networks Ancillary Services Platform (Workflow Orchestration, Mobile Manufacturing, Security) DMG GPMS Infrastructure & Integration (i.e. Title data, Operations (i.e EAGL, Alphatization) ACORN) Sony Proprietary and Confidential 5
Content Creation and Distribution:: an Asset View *** Diagram from ETC IMF Contributors Presentation Sony Proprietary and Confidential 6
Workflow Overview Cloud-based Services: The DBB is an online, remote service utility powering the digital content supply chain Solution Architecture: Open & flexible SOA with workflow orchestration Automated: DBB is the first solution to truly automate the entire fulfillment process Intelligent Inventory: Inventory metadata to improve “workability” Execution Optimization: Eliminates redundant actions increasing processing efficiency Ground-up, Multi-tenant Key learnings from previous industry efforts. Modular design and logical Architecture : security allows leverage of economies of scale Sony Proprietary and Confidential 7
Reference Architecture
Distribution Backbone Connectivity Strategy Sony Proprietary and Confidential 9
Release 1 Services Overview & Demo Order Management Portal (status, dashboards) Digital Inventory Management Automated Content Processing to Client Specification Packaging to Client Specification (XML, Images, Trailers) 1. Transcode 2. Basic Content Assembly Content Delivery (File, Physical Prep) a. Logos, Cards, Blacks, Bars & Tones, Slates Technical Client Onboarding) 3. Audio Layback for conformed tracks Customer Service Desk (e.g. order support) 4. Forensic watermarking (Civolution) 5. Watermarks/Overlays 6. Closed Captioning Insertion 7. Subtitles as burned-in Sony Proprietary and Confidential 10
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