MediaCenter ... in the Cloud Presented by: DSB Consulting In - - PowerPoint PPT Presentation

Sony Pictures Television

MediaCenter

... in the Cloud

Presented by:

DSB Consulting

In partnership with:

Vidispine Aspera Amazon Web Services

Agenda

• 1. Key Vendor Introductions
• 2. Cloud Value Proposition
• 3. Solution Overview
• 4. UI Mockup Walkthrough
• 5. Implementation and Support
• 6. Financials
• 7. POC Demo

Level Set

• Original MediaCenter RFP did not contemplate cloud
• In the past 2 months, DSB Consulting has successfully

delivered a POC to demonstrate how the MediaCenter requirements could be achieved using standard cloud services

• After being invited to respond to the MediaCenter RFP,

DSB Consulting's proposed solution to build the Sony MediaCenter in the Amazon cloud is detailed in the following presentation.

Key Vendors

MediaCenter... in the cloud

DSB Consulting

• Founded in 2011
• Digital media technology consulting firm
• AWS Advanced Consulting Partner and Reseller
• Focus on cloud technologies (development, operations

and support)

• Headquarters in Los Angeles

○ AWS engineering team offshore (Hyderabad, India) ○ Offshore team management (Clearwater, FL) ○ Project based resources can operate from anywhere in the world

Key Vendor Partners

Vendor Name Functional Area

Aspera Accelerated file transfer Vidispine Media asset management/transcoding Amazon Web Services Infrastructure as a service

Aspera

Michelle Munson, President/Founder (via phone)

Vidispine

Roger Kleckner, VP of Sales

Vidispine in 15 seconds

• Broadcast grade Media Asset

Management

• ”Shrink the market:” Built, priced and

commercialized as commodity software

• For solution providers, software vendors

and system integrators: Deployed as a software platform without user interface (only APIs)

Vidispine - Secret Sauce

• Deep broadcast and media know-how
• The data model
• No short-cuts in software design
• Leverage standards and commoditization
• Business model that enables the

multipliers, and does not take their business away from them

• Tight on costs, strong on rigor and quality

Vidispine - Key Clients

• WPP/Hogarth
• BBC
• Ericsson
• Red Bee Media
• Deluxe Media

Amazon Web Services

Bhavik Vyas - ISV Partner Manager John Plut - AWS Account Manager Usman Shakeel - AWS Solution Architect

AWS Usage at Sony

• Sony has been an AWS customer since

2008

• Initial AWS agreement with SCEA in 2010

○ SEL, MCS, Gracenote have signed on ○ SNEI in process

• Multiple security briefings/audits

○ Global Security Engineering, SEL, SNEI, SPE/MCS

AWS Usage at Sony (detail)

• SCEA – multiple game services, CDN
• SNEI – PlayStation store, analytics
• SEL – multiple applications in support of
• nline store
• Crackle – video transcoding, storage, CDN
• MCS – video transcoding, editing, storage
• SonyDADC (Generator) – site hosting

Cloud Value Proposition

MediaCenter... in the cloud

AWS Cloud Value prop

• Provides a secure, elastically scalable global infrastructure with a pay-as-

you-go utility model

• AWS is a secure platform with industry-recognized certifications and

audits, including alignment to MPAA Content Security Best Practices

• Quickly transfer/ingest content via high speed connections, including

dedicated connections

• Infinite storage for large media assets – never worry about running out of

storage space again

• Tiered storage offerings to manage current catalog, back catalog and

archive seamlessly

• Elastic compute resources enable processing of media content at scale
• Global CDN provides scalable, low-latency distribution of content
• Vibrant partner ecosystem provides known and trusted solutions

Security in the AWS Cloud

• AWS alignment to MPAA Security Best Practices

reviewed October 2012

• Based on AWS Shared Responsibility Model
• AWS Services In Scope include all services being

leveraged for MediaCenter platform architecture

• Content Types In Scope

○

RAW master, high/low-resolution, watermarked/spoiled, full/partial feature content, stills, clips, frames, shots, sequences, scripts, storyboards as well as production and post-production deliverable formats in pre-and post-theatrical release windows

Solution Overview

MediaCenter... in the cloud

"Default to the Cloud"

• Solution architecture assumes everything

should happen in the cloud that "can" happen in the cloud

• Hybrid approach adds a local content cache

in region wherever required to mitigate any latency issues.

Cloud Solution Overview

AWS Service Architecture

Solution Components

Accelerated File Transfer (Ingress/Egress)

• Transport Acceleration - Aspera OnDemand

○ Provides highly efficient transfer of large files ○ Utilized for content acquisition, intra-cloud service movement and distribution

• AWS Direct Connect (where applicable)

○ AWS service enabling direct connections into their cloud ○ Allows for both 1Gbps and 10Gbps ports

Solution Components

Automated QC Testing

• All content that is acquired will be inspected

by the automated QC service

• Powered by Tektronix - Cerify
• POC project successfully deployed a pre-

release version of the upcoming Cerify update that supports operations in Amazon EC2

• Final pricing for cloud deployments is TBD,

but expected shortly

Solution Components

Media Asset Management

• Foundation for the entire platform is media

asset management

• Vidispine provides a solid middleware

platform as well as a robust transcoding capability

• Very flexible to allow easy integration by
• ther existing systems
• Meets all core requirements with well

defined improvements to close any gaps

Solution Components

Transcoding

• Vidispine provides a robust and scalable

transcoding capability

• FFMpeg based transcoder
• No transactional cost to run in the cloud and

scale

• Auto-scaling capability will be built in phase

1

Solution Components

Metadata Management

• Vidispine provides rich metadata capabilities
• GPMS ID will be fully integrated to the entire

workflow

• Metadata changes within Vidispine will be

leveraged to drive workflow initiation and changes

Solution Components

Workflow Management/Execution

• AWS Simple Workflow Framework
• JBoss Drools will be used to build the

decider

• All workflow will be externalized from

individual worker services and managed by SWF

• Provides for a single point to monitor and

control the entire platform

• Supports insertion of metadata while

workflows are in flight (SWF Signals)

Solution Components

Media Center Manager

• HTML5 UI (MediaCenter Manager)

○ Platform Dashboard ○ Pipeline monitoring, management ■ Aspera ■ Cerify ■ Vidispine ○ content viewing/searching ○ Sony IDM integration

UI Mockup

MediaCenter Manager

Solution Components Cost Monitoring/Control

• DSB Consulting employs industry standard

tools to monitor all AWS resources and costs in real time

• With this detailed cost monitoring data, DSB

will also provide detailed cost policy enforcement to ensure Sony does not exceed budgeted amounts unless otherwise approved

Solution Components

MCS Tools Integration

• Provides cloud based tools that can be leveraged

without any local deployments in region ○ Logging ○ Annotations ○ Rough Cut Editor (in development)

• Integration will provide for a common media

management layer for both MediaCenter and the MCS toolsets via the AWS Vidispine deployment from phase 1.

• Satisfies phase 2 rough cut editor requirements in the

cloud

Solution Components

MCS Tools Integration

Rough Cut Editor Annotations Tool Logging Tool

Solution Components

NLE Integration (Option 1)

Solution Components

NLE Integration (Option 1)

• Cantemo deployed in the cloud
• Default option
• Keeps all platform components in the cloud
• Content only leaves the cloud for craft

editing and is then checked back in

• Open items:

○ Further testing to mitigate any latency between the local editing workstation and the cloud deployment

• f Cantemo

Solution Components

NLE Integration (Option 2)

Solution Components

NLE Integration (Option 2)

• Cantemo deployed locally
• Fall back position if option 1 introduces too

much latency

• Cantemo acts as a "local cache" for content

that requires craft editing

• Local cache would only require enough

storage for working content which would be destroyed after checkin to the cloud

Risk Mitigation

• Multi-Availability Zone/region options for

later phases

• Storage availability SLA for S3 is 99.99%
• Storage durability SLA for S3 and Glacier is

99.999999999%

• High availability/Failover configurations for

all core services infrastructure

Implementation and Support

MediaCenter... in the cloud

Implementation Phases

Phase 1:

• Core infrastructure build
• ut
• v.1 MediaCenter

Manager build

• Finalize all architecture

designs and establish final content flow

• UK region only

Phase 2:

• Expand to multiple

regions

• Cloud based

editing/annotation tools integration to limit on premise craft editing

Phase 1 Scope

• Inclusive of all phase 1 requirements defined

by SPE (see Exhibit A - Detailed Requirements)

• Estimated build out schedule = 3-4 months

Link to Phase 1 requirements detail

Phase 2 Scope

• Inclusive of all phase 2 requirements defined

by SPE (see Exhibit A - Detailed Requirements)

• Estimated build out schedule = 3-4 months

Link to Phase 2 requirements detail

Operations and Support Overview

• DSB Consulting provides 24/7 operations and support

for entire cloud environment

• Dedicated helpdesk (web/email based ticketing)
• Dedicated offshore SPE lead
• Dedicated onshore ops manager (SME)
• level 2 escalations direct to AWS partner team
• level 2 escalations to Vidispine dev team
• level 2 escalations to Aspera dev/product team

DSB Consulting has long standing working relationships with all key solution vendors.

Software Development

• DSB Consulting will provide overall project

management for all software development

• Companies contributing to software build
• ut:

○ DSB Consulting ○ Vidispine

Financials

MediaCenter... in the cloud

Assumptions

• EC2

○ use 3 year reserved instances to reduce monthly costs ○ 77TB/m outbound transfer

• EBS storage (working storage)

○ 85TB

• S3

○ 50TB

• Glacier

○ 750TB max (budget rams up to this)

• Bandwidth

○ Assumes the use of 1x10Mbps port

Project Budget

Link to project budget details

Software - Perpetual Licenses $85,800.00 Software Support $16,160.00 Software Development - Phase 1 Build Out $790,200.00 Software Development - Phase 2 Build Out $674,500.00 Software Development Subtotal $1,464,700.00 Infrastructure Build/Implementation $250,000.00 Total Project Cost $1,819,960.00

Software Licensing

• Vidispine

○

Can leverage existing Enterprise license in the cloud

○

Depending on NLE integration approach, may need additional CORE license for local deployment

• Cantemo

○

Can leverage existing Enterprise license in the cloud

○

Depending on NLE integration approach, may need additional Standard license for local deployment

• Cerify

○

Waiting on Tektronix to finalize their cloud licensing scheme

• Aspera OnDemand

○

OnDemand licensing is reduced by making a 3 year commitment to use the service.

Operations Budget

• Ongoing Expenses

○ Vidispine User Licenses ○ AWS Usage Costs ○ Aspera Usage Costs ○ Monthly Support/Operations Costs

Link to operations budget details

Cloud Usage Incentive

• DSB Consulting and AWS will be providing a

subsidy to Sony as an incentive to move forward with the MediaCenter cloud project.

• Primary goal is to provide some cost

mitigation during the initial build phase prior to Sony realizing business value from the project.

• Subsidy approved up to $25,000 USD in

exchange for a publically available case study to be produced by Amazon/DSB.

POC Demo

MediaCenter... in the cloud

POC Environment