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PMDC. Production Media Data Centers

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

October 2011

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Agenda• Trends & Challenges

• What is PMDC (Production Media Datacenter)

• PMDC 0.5 Overview (William Van Nieuwenhove)

• Conclusion

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The Market Trends impacting Production

Hyper competitive Video Markets

B2B2C vs OTT

New Consumer Experinece (Hybrid)

IT standardisation in Production Infrastructure

Multi Platform Cross Media Delivery

brand * content = differentiation

OTT becomes mainstream

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Infrastructure Challenges in the digital content era• Manage the growth of digitally stored

content. Reducing the number of copies of same asset.

Improving the access to centralized storage platforms.

Consolidating into fewer but more scalable storage platforms.

• Manage the complexity of multiple formats for different consumption devices.

Flexible infrastructure for just in time digital content adaptation.

• Enable higher productivity and reduce cost per unit of content produced.

Linking production system and business systems

Full and efficient availability of digital assets

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Technical & Operational Challenges• Transition from Tape to Digital still not completed.

• Broadcast and Media & organizations have traditionally operated 2-3 Infrastructures

IT: Dedicated to Enterprise IT applications

Production: Dedicated to the Digital Media Content

Third-Party Network: (e.g. contribution, aggregation / distribution / syndication)

Clearly moving to unified infrastructures/organizations

• Fixed Technology on Islands/Silos most of the time based on purpose built proprietary technologies.

• Media asset technology differentiated characteristics

• Very Large Assets (1.5 TB+)

• Hi-Compute, Hi-I/O, Hi-Storage Requirements

• In process of standardization.

• Operational Challenges. Scaling, Agility.

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Cisco: From Production to Consumption

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

InternetCM

ContributionProduction Production/PostMAM

Distribution - CDN Consumption

Post Production

Video Data Center

PMDC

Primary Secondary

Digital Media Network

Video Optimized Transport

Videoscape

CDN/CDS

Routing/switching, UC, TP, Security…

DMDC

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Production Media Data Center: What is it?• PMDC is an architectural platform that applies standards based

datacenter and networking technologies to greatly improve performance, operational efficiencies and workflow infrastrcuture flexibility for media production workflows

IP Media Network

Production Campus

Corporate Users

Media Client Access Network

Catalyst 65XX4XXX

Nexus 7K

Media Users

Unified Computing System

Cisco UCS-BCisco UCS-C

3rd Party Computing

IP Media Ready10 GE DC Core

ConsolidatedSAN

MDSVSAN

Nexus5k

UnifiedFabric

3rd Party Storage

Media DC

Storage Partners

Virtualization Partners

Application Partners

Media ClientsStrong Ecosystem focus

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