1

2

3

4

Broadcastersrecognizethattheymustaddressanumberoffundamentalchallengesinordertoremaincompe;;ve:

•  Theyneedtomovefastertoquicklyandeconomicallydeployflexibleproduc;on,storageanddistribu;oncapabili;es

•  Theyneedtogeneraterevenuesoonerfrommul;plecontentsourcesanddistribu;onchannels…..mostimportantly,theyneedtoadjusttochangingmarketdemandsforcontent

•  Lastly,theyneedtobuildtheinfrastructuretodaythatwillpreparetheirorganiza;onsforfuturechanges,withthescalabilityandcomprehensivesecuritytheirbusinessdemands

5

SoWhat’sSlowingBroadcastenvironmentsdowntoday?

SomeoftheboNleneckareasaresilosofIsolatedpurposebuiltappliancesandsystemsthathavetobephysicallyreplacedinordertoupgradeservicesoraddcapacity

AnotherareaisintherigidNetworktransportandstorageinfrastructurethatcan’tintelligentlyandautoma;callyroutecontenttowhereit’sneeded,whenit’sneeded–ordynamicallyadjustcapacityasconsump;ondemandsshiS

6

Otherareasslowingbroadcastersdowninclude….

Applica;onsthatcan’teasilysharecontentorproduc;oninforma;onordistribu;oninforma;onwithOTHERessen;alapplica;ons–includingequallyimportantbusinessopera;ons

Theprobleminmanyenvironmentsisatthetransportlevel–it’ssimplytoohardtoadapttochangingrequirementsortomovecontentrapidlytowhateverdevicecustomerswanttouseinordertoconsumethatcontent

7

Rapidlyevolvingindustrystandardsonlyincreasethepainsonlegacyenvironments.

TODAYwetendtoseepurposebuiltappliancesinsilo’denvironmentsthatarebuiltoutforpeakcapacity…..whichinmostcasesmeansalotofidlecapacity

Foryears,thebroadcasttechnologyindustrywasRELATIVELYsteadyandpredictable…..

24x7BroadcastChannelstoTV

Dedicated“Media”Infrastructure/Channel

1-3YearsDevelopment/ChannelLimitedBroadcastFormats(SD,HD)

Limiteddistribu;onalterna;ves…..(mostlyCable/Satellite)

LimitedTVViewingAnaly;cs….notalotofviewerinforma;on

NOWwiththemassiveshiSinthewayconsumersviewcontent-especiallyoverthetopviaIPconnecteddevicesandthechangingbusinessmodelsthatcomewiththat,anewtypeofarchitectureandinfrastructureisnecessary…….thenumberofformats

8

DavidkickthingsovertoSabrina

9

The“Blueprint”isexactlywhatitsoundslike–it’sadetailedplantohelpourcustomersnavigatethechangingmediaindustry.

Thereare3majorpillarstoourBlueprint

ThefirstpillarisSolu*ons

CiscobringsagreatdealofhardwareandsoSwaretechnologytobearthatisfocusedonbroadcasterandmediacompany’sspecificneeds.Thisincludessolu;onsandinfrastructureforproducing,storing,distribu;ngandsecuringmediacontent.

ThesecondpillarisourEcosystems

Ecosystemsreferstoourindustryleadingpartnershipsthroughouttheen;remediaworkflow.Ciscoisworkingwithawiderangeofpartnerswho’sapplica;onsarecri;caltoourbroadcastandmediacustomerstohelpprovideacohesiveapproachtomigratefromtoday’stechnologythroughtheconvergedinfrastructureandtowardsthecloud.

ThethirdpillarisIndustry

10

SohowcanCiscohelpenableyourMediaCustomers?

WecanreplaceanexpensiveCAPEXmodelwithasecureandscalableOPEXapproachthatleveragescommoninfrastructuretocontrolcostsandmaximizeu;liza;on.Whatthismeansisthatwecanhelpourcustomersmoveupto80%faster.

Forexample,videodataprocessing;mecanbereducedfrom6.5hoursdownto38minutes.

11

MovingfastermeansGenera*ngresultssooner.

WecanhelpourcustomersEasilyandseamlesslyupgradeproduc;ontonewstandardslike4KorHDRTransparentlymovescontentthroughbothtradi;onalandover-the-top(OTT)marketsANDShiSbroadcastinfrastructurefromdedicatedappliancestoaconvergedinfrastructurewithsharedresourcepoolson-oroff-premises.

Theendresult–wehelpthemgettomarketfasterwithnewofferingsinminutes,notweeks.

12

Finally,ourOpenstandardsapproachwillhelpmakethistransi*onsmoothforourcustomersbecausewecanpartnerandsupportkeyindustrysoKwareproviders.

•  Inourapproach,ourcustomerscancon;nuetousethecri;calapplica;onsthattheyalreadydependupon,fromtheindustry’sleadingsoSwarevendors,withthebenefitsofenhancedinteroperabilityanddatainterchange

13

14

Intoday’sMediaenvironment,wefindasiloed,appliancebasedinfrastructure,scaleduptothepeaklevelofdemand.OurBlueprinthelpsourcustomersmigratefromtoday’sinfrastructure,throughconvergedinfrastructure,andul;matelytothecloud.

SoSware-basedintelligentnetworkinfrastructureremovestheneedforphysicalsystemreplacementwhennewcapabili;es,storagecapacityordistribu;onmethodsarerequired.

ItEnablesbroadcasterstomovecontentrapidlyfromproduc;ontostoragetodistribu;on–anywhereintheworld.

Thirdly,itminimizescost,accelerates;me-to-market,andincreasesintegra;onwithbusinessapplica;onsbyusingoff-the-shelfCiscoproductsunderthebroadcast-awaresoSwarelayer.

15

OurBlueprintiscomprisedofmul;plesolu;oncomponents.

DavidandAmmarwilldigdeeperintoeachofthesecomponents,beginningwithCiscoMediaDataCenter

ThisisCisco’sapproachtoDataCentertechnologyintheMediaspacewithafocusonsimplifyingworkflowsforourcustomers.AswellastouchingourCloudObjectStorage.

Nextthey’lltalkaboutCiscoIPFabricforMedia

Whichfocusesonbroadcastmigra;onsfromSDItoIPinconjunc;onwithpartners,andleveragingstandardCiscohardwareandAPI’stomovebroadcastcontentefficiently.

They’llcovertheVirtualDCM(DigitalContentManager)whichisavideoprocessingandencodingplaRorm,aswellasNextGenIRDwhichhandlesdecodeandtranscode.

IntheCiscoInfiniteVideosec*on

16

TheCiscoMediaBlueprintiscomprisedofafullsuiteofsolu;onsthatspantheen;relifecycleofbroadcastproduc;onanddistribu;on,star;ngwithremoteproduc;ontoendconsumerdeliveryexperience.

Produc;onMediaNetworksolu;ons-forRemoteandStudioProduc;on

Encodeandvideoprocessingsolu;onsforcontribuion,primaryandsecondarydistribu;on

MediaDataCenterOrchestra;onandcloudobjectstoragefortheStudio

IRD(receiver/decoderandtranscoder)solu;onsforprimaryandsecondarydistribu;on

Lastly-wehaveafullyhostedOTTsolu;onthatquicklyenablescontentandserviceproviderstoreachtheirendconsumersonanydevicetheychoose

17

•  CreatesanIP-baseddatacenterop;mizedformedia•  Supportsmediacollec;on,storage,anddistribu;on

•  Providesstandards-basedinteroperabilityacrossawiderangeofapplica;ons

18

Sothisbringsustotoday’sdemo.EverythingonthisslideISMediaCloud.

<clickmouse>FirstwehavetheCiscoITinfrastructure,withtheNexusandASR1kforNetworking,CiscoUnifiedCompu;ngSystemforComputeandC-seriesstoragerunningCiscoObjectStore,OpenStack-SwiSandOpenStack-Ceph

<clickmouse>

ThenextlayerisCisco’sOpenStackplarormthatisbuiltonacoreofRedHatOpenStackplarorm(RHELOSP7,withotherdistrosinthefuture)andCiscopluginsthatallowOpenStacktocontroltheinfrastructurelayer.Ontopofthatwehavethecoremanagementandlifecycleenhancementswespokeofonthepreviousslide,wherealotofwhatwespokeonthepreviousslideispartofourCoreOpenStackplarorm,but…

<clickmouse>…WerealizethatMediaisaverydifferentver;calthanothersthatuseNFV.

ThatiswhereweaddacustomizedlayerthatincludesthemustMediahaves,alsoonthepreviousslide,likeMul;cast,baremetalandGPUsupport.<clickmouse>

19

•  Createsavirtualized,cloud-basedenvironmentforbroadcastandmediaproduc;on

•  Isolatesinfrastructurefromfunc;onality

•  Enablesproduc;ontobedonefromanywhere

•  AllowsheavyliSingatcentralizedserverfarms•  Enablesproduc;onapplica;onstoinstalled,upgraded,ordeac;vatedinamaNer

ofmoments

20

21

22

SoSwareDefinedStorageScale-upversusScale-out

ResiliencyatsoSwarelayer–erasurecodingatthesoSwarelayer;supportsCOTSservers

SupportsSwiS

23

•  Easilyadaptstosupportanyvideoprocessingapplica;on•  Flexiblyscalestomeetdynamicrequirements

•  Orchestratesmediaworkflowswithpre-definedtemplatesandresources•  Cost-effec;velymone;zesimmersivepicturequalitybyaddingHEVC,4K,andHDR

24

[NEEDINFORMATIONHERE]

25

•  Makesanen;rechannellineupandcontentlibraryavailabletocustomersviatheInternet

•  Deliversrapidmone;za;onofcontentwithoutrequiringinfrastructureinvestment

26

[NEEDINFORMATIONHERE]

27

•  Makesanen;rechannellineupandcontentlibraryavailabletocustomersviatheInternet

•  Deliversrapidmone;za;onofcontentwithoutrequiringinfrastructureinvestment

28

•  Easilyadaptstosupportanyvideoprocessingapplica;on•  Flexiblyscalestomeetdynamicrequirements

•  Orchestratesmediaworkflowswithpre-definedtemplatesandresources•  Cost-effec;velymone;zesimmersivepicturequalitybyaddingHEVC,4K,andHDR

29

Seamlessintegra;onwithleadingthird-partybroadcastsoSwaresolu;onsfromawidevarietyofmarket-leadingvendorsensuresthatbroadcasterscancon;nuetousethebest-of-breedsoSwareproductstheycurrentlydependupon–withalloftheadvantagesthatcomefromCisco’ssoSware-centricapproachtonetwork,content,storageanddistribu;oninfrastructure.

30

Customer’snimbleness(DisneyABC)indeliveringcustomizedchannelsenablesbusinessdevelopmentpeopletostartsayingyestonewopportuni;es,whereashistoricallythebroadcasttechnologyteamshadtosay“no”,becauseitjustwasn’tfeasibletodotechnically.Thiscustomerismuchmorenimble,reducingtheamountof;methatittakestocustomizechannelstotheirpartnersandtocustomers.Thecustomerhaslowereditsoverallinfrastructurecosts,asrunningonappliancesdidn’tenablethemtoleveragethepriceadvantagesofu;lizingcommercialofftheshelfgear.

[NOTE–Thesebenefitsaregenerali;es.WegainmuchmorecredibilityifwecanaNachcomeconcretenumbers.Isthatpossible?]

SincedeployingtheANYREStechnologyonUCS,customer(MLBAM)hasemergedastheworld’slargestvideostreamingprovider,expandingbeyondsports.Thecustomeru;lizesUCSDirectorandothermanagementtools,whichprovidesmoresimplicityandreliabilityintheplarorm.

[NOTE–Asabove,numbers?]

31

32

AmericanMediaandEntertainmentCompanyOverviewInfrastructureSolu/onCiscoMediaDataCenter,includingUCS,;edintoaNexusinfrastructure(5Kand7K).Management:UCSmanager,UCScentralandbeginningtodiscussUCSdirector.StorageProvider:UCSC3260ChallengePurposebuiltappliancesThecustomerhadabunchofpurposebuiltappliancesolu;onsthatdidnotscale,ranunderu;lizedanddidnottakeadvantageofthelatestandgreatesttechnologysuchasIntelprocessorsandstoragetechnologies.MediaspacetodaylookslikeenterprisespaceofadecadeagoIfyoulookatwhatisgoingoninthemediaspace,itisliteraryinasimilarplaceastheenterprisewas10to15yearsago.Backthen,thereweresilosforareaslikeemail,databaseadministra;on,etcaseachenvironmentwasbuiltonitsownplarormandtheyweren’tabletoshareresourcesacrossenvironments.Entervirtualiza*onThenVMwarecametomarketandcompaniescouldcreatevirtualmachinesinaplarorm.Also,themediaISV'sdidnotgointhedirec;onofrunninginvirtualizedenvironmentsun;llately.Today,soSwarestacksarenowbecomingarecognizedplacedforgreaterefficiencies,greaterreu;liza;on,greaterscale,decreasetotalcostofownership,easeofopera;onsetceterainthemediaspace.Catalystforchange:Themediaindustryistrendinginthisdirec/on.Solu*onPurposebuiltappliancesreplacedbytheCiscoMediaDataCenterfeaturingUCS,providingbeNeru;liza;on,scalabilityandTCO.SalesApproachSeededgear,standingupliveenvironmentoncustomer’spremises.Weseededsomegearintotheiradvancedtelevisionopera;onsgroup,andactually,insteadoftellingthemhowtofish,wetaughtthemhowtofish.Westoodupanactualliveenvironment,intheirlabledbybothtechnicalandhumanresourcestodeployandop;mizetheenvironment.WorkedwithkeyISVpartnerstosupportandcer/fyonUCSThenalsohadalotofhelpfromourbusinessdevelopmentteamtodrivethekeyISVpartnerstoporttoandsupportonUCS,bothinourcer;fica;onlabandonthecustomer’sdatacenterfloor.Wetooka“joined”approachtocrea;ngthesolu;on,partneringwiththecustomeranditsapplica;onpartners.InthecaseswheresomeofthesepartnerswerealiNleslow,oradversetothisvirtualiza;ondeployment,weactuallyaskedforhelpfromthecustomer.Wehavesuchagoodrela;onshipwiththecustomerthatwewereabletohelpdrivesomeoftheirkeyvendorstothetable,byaskingthecustomertodothereques;ng.ChannelpartnerPresidiotookonroleofdatacentersystemsengineerWedo100%ofourbusinessthroughresellersatthiscustomer;it'sarequirementfromthecustomer’ssourcingdepartment.Thatsaid,Presidioisn'tafulfillmentonlyplayforus.Presidioprovidesastrongtechnicalalliancefromtheirdatacenterprac;ce.PersonnelatPresidiohavealotofdomainexper;searoundmediaandstorageandpreNymuchactedasdatacentersystemsengineers.Stoodupliveenvironmentoncustomer’spremisesThecustomerpurchasedCseriesequipmentwithvideoapplica;onaccelera;oncards.Wethenseededinsomefabricinnerconnec;ontobeabletoshowthevalueofrunningthevirtualenvironmentviatempla;ng,usingtheVMprofiles.Thenaswedeployedthatlab,wehadsimilardiscussionswiththeothertworelevantgroupswithinthecustomeraccount.Thesegroupsstartedtobuildusecasesaroundtheirapplica;onsetanddidsomeworkinalabthatwesetuptoshowthemourcapabili;es.Theythenpurchasedsimilarplarormsastheini;algroup.Compe*torsMaincompe//on:StatusquothinkingThecompe;;onwasmoreins;tu;onalized,statusquothinking,stayingwiththeoldschool,tradi;onalsilo’denvironment.WerepresentedourselvesastheenablementplarormtodrivebeNerefficiencies,beNerscale,beNeru;liza;onetc.,regardlessoftheapplica;onsthattheychosetoday,tomorrow,or10yearsfromnow.Wereallytriedtochangethegameforthen.Thisengagementwasn'tonewheretheyhadtheideaandthenissuedanRFP,hadmul;plepeopleinvolveddoingPOCsetc…Instead,webroughttheideatothem,talkedtothemaboutworkingtoproveoutourvision,inpartnershipwithCisco.Wecametothemandsaidyouhaveaproblem,butyoudon'trealizewhatitis.Weknowthattheyareconstantlytryingtofindopera;onalefficiencies,asthesebroadcastopera;onorganiza;onsareseenascostcenters;they'renotprofitcenters.Theyhavetoconstantlyfindwaystodrivedowncosts,tobemoreefficientintheiropera;onsandtobemorenimble,etc….Wewenttothemandsaidlistenhereistothesolu;ontoaproblemyoumightnotevenknowyouhave.ResultsIncreasedcomputeu/liza/on:From~25%tohigh70%Previouslyusingpurpose-builtappliancestheywereseeingroughly23to28%u;liza;on.WithCiscoMediaDataCenter,we'redrivingthatu;liza;onratefromthehigh70's.Flexibility:AbilitytoburstacrossenvironmentsinsupportofkeyeventsandsharecapacityasneededWeareabletodynamicallyburstforkeyevents.Inthepast,theabilitytobursttohandlespecialeventswasabigdeal.Some;mes,lonerapplianceshadtobebroughtin.Now,theyhavetheabilitytodynamicallymoveworkloadsacrossenvironmentsasneeded.Especiallynowthattheyhavethreecoregroupsu;lizingtheUCSplarorm,theycanactuallyburstfromtheoneenvironmentintosparecapacitythatmightbeavailableforanothergroup’senvironment,andviceversa.Thisabilityhasboughtthecustomeragreatdealofflexibility.Applica/onflexibility–nolongerlockedintosoSware/edtohardwareappliance

33

CableTVChannelProviderOverviewThiscompanyisvirtualizingsomeofitsbroadcastworkflow,movingfromspecializedappliancestoaprivatecloud.Applica*onSolu*onVirtualizingsomeofitsbroadcastworkflowThiscustomerisvirtualizingsomeofitsbroadcastworkflow.Basically,thiscustomeristakingfunc;ons/applica;onsthatusedtorunonveryspecializedappliancesintheirbroadcastcenter,andsendingthemoverIPandrunonaCiscoprivatecloud.ImagineCommunica/ons’broadcastplayapplica/on,VersioThekeyapplica;onthatthiscustomerisu;lizingisImagineCommunica;ons’broadcastplayapplica;on,Versio.VersiorunningonCiscoinfrastructureiscrea;ngthesolu;onthatallowsthecustomertorunitsbroadcastapplica;onthroughthecloudversusontradi;onalbroadcastappliances.ChallengesNeedforflexibilitytoscalewithnewcapabili/esfordeliveringcontent:Thiscustomerwaslookingforwaystomoveawayfromtradi;onalbroadcastworkflows.Thesetradi;onalworkflowshistoricallyhavebeenverymuchappliancebased,runningacrossSerialDigitalInterface(SDI).Thisapproachdoesn'thavetheabilitytoscaletowardsnewcapabili;es,crea;ngnewwaysofdeliveringcontent,suchas4Korwhateverisbeyond4K.Lowercostsbymovingawayfrompurpose-builtappliancestocommercialoff-the-shelfgearInaddi;on,thiscustomerneededtoloweritsoverallinfrastructurecosts,runningonappliancesdidn’tenablethecustomertoleveragethepriceadvantagesofu;lizingcommercialofftheshelfgear.Solu*onFlexibilityinContentDeliveryRunningtheImagineVersioApplica/ononaCiscoprivatecloudThiscustomerisrunningImagineCommunica;on’sVersioapplica;ononaCiscoprivatecloudrunningworkflowsoveranIPnetwork.ByrunningIPoveraprivateclouddatacenterinfrastructure,ThiscustomerisabletocombinevariousrawfeedsthroughtheImagineVersioapplica;ontocreate“PopupChannels.”PopupChannelsenablethecustomertocreatenewchannelsofitscontent,forinstance,brandedwithspecificthemes,insupportofnewmoviereleases,orcustomizedforspecificserviceproviders. Forinstance,thiscustomercannowcreateandrunscriptsthatallowthemtobasicallyjustsay,"Okay,spinupthistranspondertodothisthing;orspinupthisqualitycontrolfunc;on;orspinupthisImagineVersioplayoutapplica;on."Andthisjobcanbedoneinreal-;me,oratleastinashort;meframe.Thiscustomeristransformingitsbroadcastworkflow,andthiscustomerdoingitwithimportantpartnerslikeCiscoandISVImagineCommunica;ons.Infact,theImagineVersioapplica;onisahugedriverhere.ByworkingwithCiscoandImagine,Thiscustomerhasputitselfinaposi;onwithgreaterflexibilityincontentdeliveryatalowercost,runningIPinthecloud.ImagineVersioApplica/onLookingcloseratthedeal,alargepor;onofthewinisCisco’scloserela;onshipwithImagineCommunica;ons.Infact,forthepastyear,Ciscohasspentalotof;mewithImagineCommunica;onsvalida;ngitsVersioapplica;ononUCS(bladesandracks).CiscoisveryclosetoImagine’steam,fromthehighestlevels(CEO)ondowninpartneringaroundthesetypesofsolu;ons.Solu*onElementsCiscohasarichheritageinandaroundbroadcastandvideoAnimportantelementtoThiscustomerisCiscoisveryfocusedonthiscompany’sbusiness.Ciscohasastrongheritagearoundbroadcastandvideo.Andwe'vegotobviouslythesignsoftheAtlantaScien;ficandotheracquisi;onsthatwemadeoverthemanyyearsthataresuppor;ngbroadcastandmediaandvideo;theseareareallybigdeal.Andheritageinbroadcastandvideodoesdifferen;ateusfrompeoplelikeHP.Sowhenthey'rethinking,"Okay.Whodowewanttobestrategicwith?"Thathelpsusalotmorebecausewe'vegotvideoexper;se,we'vegotpeoplethatunderstandbroadcast,we'vegotpeoplethatunderstandIT,thatunderstandcloud,thatunderstandstorage,thatunderstandnetworkandunderstandcompute.Thisisimportanttothiscustomerinchoosingwhotobuildalongterm,strategicrela;onshipwith.ResultsMuchmorenimbleindeliveringcontentTheul;matewinforthiscustomeristhattheyaregoingtobemuchmorenimbleandreducetheamountof;methatittakestocustomizechannels,customizethewaytheircontentlookstotheirpartnersandtocustomers.Expandbusinessandrevenueopportuni/esAndthisalsoallowsthiscustomer’sbusinessdevelopmentpeopletostartsayingyestonewopportuni;es,whereashistoricallythebroadcasttechnologyteamshavehadtotellthem“no”,becauseitjustwasn’tfeasibletodotechnically.Inamee;ngwiththeCTO,hewasdrawingonawhiteboardsaying,"Heythisiswhythisisimportanttous."Andheshowedusthisworkflowandwhatitmeanstohimandtheendresultwasjustdollarsign,dollarsign,dollarsign.Thisgivesthiscustomeranopportunitytomone;zealotofstuffthatthecompanycouldn'tdobefore.

34

35

SowhyshouldMediaCustomerscustomerslooktoCiscoastheydeveloptheirgoforwardstrategy?1.  Commitment–Ciscohasinvestedover2BillioninHybridcloudinfrstructureand

con;nuestoinvesteveryday.2.  Experience–CiscohasbeenaleaderinIPforover30yearsandis#1innetworking,Data

center,andsecurity.Wehaveover70Saascustomers,aswellasover19,000videoprocessingdeploymentsgloballywhichpower1/3ofpayTVhouseholdstoday.

3.  WeareaLeaderindrivingOpenstandardsforMediaand,togetherwithourEcosystempartners,canprovideanOpen,costeffec;ve,flexible,scalablesolu;ontohelpourcustomerssucceed.

36

DavidRICE:Thekeytosuccessismuchmorethanselec;ngtherightvendors,shippers,etc.Itrequirestheabilitytolinkalloftheseinternalandexternalresourcestogetherasefficientlyaspossible,withasmuchaccountabilityandreal-;medataaspossible.

Withouttherightinfrastructure,it’simpossibletocompete.Inotherwords,it’sthenetwork-basedmediaplarormthatenablessuccess.

37

38

39

40

41

WillCiscobeatNAB-whereabouts?Whatwillyoubeshowing?

Whatisthenatureofyourrela;onshipswiththestrategicpartners?Doyouselleachother’ssolu;ons?

WhocanIcontactformoreinforma;on?

42