In this Cisco Knowledge Network session, we will explain Cisco's top five core initiatives and their relevance to the Media & Entertainment industry. With "TV Everywhere" offerings driving the consumption of content, significant needs have developed in addressing the requirements of digital media supply chains. For both content providers and service providers, architecting and implementing solutions to serve "TV Everywhere" require flexible and agile infrastructures. Cisco's Production Media Data Center combines scalable computing, dense networking, the virtualization of media applications and adaptive bit rate encoding to address the technology and business process change requirements for the Media & Entertainment industry. http://www.ciscoknowledgenetwork.com/upcoming.php?section=mobility&region=americas&utm_source=&utm_medium=&utm_campaign=&PRIORITY_CODE=209211_1

1. Production Media Data Centers Applying Scalable Computing, Virtualization, and Fast / Dense Networking for Broadcast, Media & Entertainment September 2011

2. Cisco Knowledge NetworkTo see our live schedule, view past sessions on VoD and download these slides, please visit the Cisco Knowledge Network website at www.ciscoknowledgenetwork.com. If you would like to get in touch with our technical experts or provide your feedback, please email us at globalckn@cisco.com.Thank you.

3. Key Media & Entertainment Market Trends Market Realities Media Co Implications Consumers expect anytime, anywhere access to content Need for multiple delivery channels over managed and unmanaged networks 2. Consumers want simplified user experience 2. Enable immersive and consistent experience Reinforce existing subscription models while monetizing multiple endpoints 3. Traditional monetization windows and economic models in jeopardy 4. Exploit virtualization technologies to drive operational efficiencies 4. Media companies under operational expense pressure

4. TV Everywhere Driving Infrastructure Change New Business Models and “TV Everywhere” (TVE) initiatives requiring more flexibility from the infrastructure. Multiple formats, increasing aggregation and distribution partners, and the element of time are major obstacles to overcome. 2 formats for broadcast BUT 45 formats for tablet and mobile. Fundamental considerations such as, given current course and speed, will we run out of space and power? Can we migrate operations to an on-the-fly programmable infrastructure? How much process automation can be introduced that reduces the human touch points?

6. Storage systems sales for the entertainment and media industry will grow from $3.8 billion this year to $6.4 billion through 2016.

7. Total revenue for storage media and devices will increase about 1.6X from 2011 through 2016 ($485 M to $760 M).

8. Digital Media files sizes and volumes are increasing. In turn, that is driving more requirements for more storage, CPU, and network fabric.

9. Active archiving of digital video content is driving increased use of hard drives instead of tape drives for long term archives.

11. Some Technical & Operational Challenges Broadcast and Media & Entertainment organizations have traditionally operated 2-3 IT Networks: IT Network: Dedicated to Enterprise IT applications Production Network: Dedicated to the Digital Media Content Third-Party Network: (e.g. contribution, aggregation / distribution / syndication) There is a developing trend of Broadcast and Media customers beginning to collapse these into one network, differentiated by services. Fixed Technology on Islands Distributed / De-Centralized Operations Very Large Assets (1.5 TB+) Hi-Compute, Hi-I/O, Hi-Storage Requirements These factors = Operational Challenges

12. Media Data Centers: In Transition The transformation of the video-centric facility to IP data-centric platforms. Servers, Storage, Networks, and Media applications combining to address the needs of file-based workflows. Server Sprawl, inefficient resource utilization, growing power demands, cabling complexity lending themselves to rethinking and retooling the infrastructure. Can the facility benefit from centralized and scalable computing, scalable storage, dense and fast network I/O, and the virtualization of media applications? When and what part of my Media Data Center operations should evolve to a Cloud-based model?

13. Media: Aligned to Cisco’s Top Five Initiatives Data Center transformation at the network level: fast / dense routing & networking. Hardware and Software Infrastructure implementations that enable business process automation, efficiency, and transformation. Media = Cisco’s 5 Strategic Pillars Scalable, on-demand compute resources; virtualized and optimized relevant media applications. Operated as on-premise infrastructure, private cloud or public cloud for overflow and on-demand resources. Real-time and non-real time video, meeting and sharing places, unified communications and dashboard widgets. Content is video in all forms: Live and File-based digital media.

14. Poll Survey: Topics for CKN Segments See Poll Panel on the Right hand side

15. Cisco: From Production to Consumption Direct to Home (DTH) News Gathering Over The Air (DTT) Telco (Wireline) Studio-to-Studio IP IP IP IP IP Cable CM Sport Events Videoscape Digital Media Network BU CDN/CDS Video Optimized Transport PMDC Primary Secondary Production/Post MAM Distribution - CDN Consumption Contribution Production Routing/switching, UC, TP, Security… Home Post Production Network IP Video Data Center Internet Wireless

17. Scalable Resources (Compute, Net, Storage)

18. Dynamic and Flexible (Repurpose) Provisioning

19. 10 Gig Networking Infrastructure

20. Heterogeneous Shared Storage

22. UCS is a Systems Approach to Compute These are Standard Compute Nodes

23. In the World of UCS… Service Profile: Inlet/Xcode Network1: xcode_prod Network1 QoS: Platinum MAC : 08:00:69:10:78:ED Boot Order: SAN FW: XCODE_bundle Service Profile: Inlet/Xcode Network1: xcode_prod Network1 QoS: Platinum MAC : 08:00:69:10:78:ED Boot Order: SAN FW: XCODE_bundle Service Profile: Inlet/Xcode Network1: xcode_prod Network1 QoS: Platinum MAC : 08:00:69:10:78:ED Boot Order: SAN FW: XCODE_bundle Service Profile: Media Suite Network1: wtrmrk_prod Network1 QoS: Gold MAC : 08:00:69:10:78:FF Boot Order: SAN FW: WATER_bundle Service Profile: Media Suite Network1: wtrmrk_prod Network1 QoS: Gold MAC : 08:00:69:10:78:FF Boot Order: SAN FW: WATER_bundle Service Profile: Signiant Network1: mam_prod Network1 QoS: Platinum MAC : 08:00:69:10:68:EF Boot Order: SAN FW: DAM_bundle Service Profile: Signiant Network1: mam_prod Network1 QoS: Platinum MAC : 08:00:69:10:68:EF Boot Order: SAN FW: DAM_bundle Service Profile: Signiant Network1: mam_prod Network1 QoS: Platinum MAC : 08:00:69:10:68:EF Boot Order: SAN FW: DAM_bundle Service Profile: Media Suite Network1: wtrmrk_prod Network1 QoS: Gold MAC : 08:00:69:10:78:FF Boot Order: SAN FW: WATER_bundle This is Stateless Computing.

24. Media Workloads are Compute Intensive Civolution Fingerprint Media Suite CMS Inlet Transcode Signiant Delivery Civolution Watermarking What if you could repurpose your entire compute infrastructure… At any moment? Workloads

26. Spin up workloads at will

27. Resources dedicated to workload

28. Rapid failure recovery

29. Repurpose infrastructure in minutes Civolution Fingerprint Civolution Watermark Optimized Utilization Versatility Efficiency Time to Market Media Suite CMS Signiant Distribution Workloads

30. Server Consolidation VMware BEFORE AFTER

31. Production Media Data Center Workflow Demonstration Delivery Watermark Fingerprint Productize Transcode Consume Signiant Inlet Civolution Media Suite Video/Audio DRM Analyze Business Policy Watermark Entitlement Transcode Clips Bundle Secure Transfer Fingerprint Distribute Metadata Publish Optmztn FP DB QC Monetize Collaboration &TelePresence ESXi Cisco UCS 10G 10G Cisco Nexus SAN, NAS, FCoE

34. Cisco MDS 9k FC Switch

36. Data Center Ethernet (DCE)

37. 10 Gbps (Lossless, Low Latency)

38. Converged Network Adapters (CNA)

41. Virtual ServersCisco UCS-B Cisco UCS-C

42. File-Based Detailed Workflow Example Distribution SPs .DPX X1 FP VM2 Validator UCSM/SP (VM3) Inlet Encode VM4 Fingerprint VM5 File Mover VM6 Signiant Agent VM1 Signiant Agent Workflow Mgr = Wipe LUN or Equiv (Artifact Ctrl) Compute MD5 Hash 1 to N parallel Encode Civolution FP Ref File D-JRE Mover Ingest Asset Outbound Servicing Infrstrcr Dir Storage Mgr DPX ✔ DPX DPX ✔ X1 X1 Near Line/Archive FP FP NAS or SAN/LUN

43. PMDC Performance Advantages Wire Once and Dynamic Provisioning Asset Movement – 10G Network enablement. Reference file sizes for production media 10G NAS competing with FC throughput (re: 7+ Gb/s). Network throughput raising ceiling on common/popular media transport application performance Compute Performance Advantages Virtualization and Compute Distribution can cut media processing times drastically (e.g. MD5 hashing, 6 hrs to 38 mins) Scaling Processor Scaling, Encoding / Transcoding Use Case “Pluggable” and Heterogeneous Multi-Access Environment. Multiple OS support. Heterogeneous Storage Access – NAS, SAN Multiple File Systems support, Boot Options, etc. Portable Service Profiles and Virtual Machines enable application portability

45. Ecosystem View

46. PMDC Key Benefits Addresses server sprawl Enables a completely flexible infrastructure to support on-demand and ever-changing workflows. Enables the transformation from video baseband signal routing to a data centric infrastructure. Provides 10x performance increases on certain activities and ensures that maximum resource usage is achieved. Eliminates idle resources and over provisioned and underutilized resource and systems. Enterprise features and ‘Cloud Ready’