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1. PMDC. Production Media Data
Centers
Applying Scalable Computing, Virtualization, and Fast / Dense
Networking for Broadcast and Media
October 2011
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2. • Trends & Challenges
• What is PMDC (Production Media Datacenter)
• PMDC 0.5 Overview (William Van Nieuwenhove)
• Conclusion
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

3. Hyper competitive New Consumer
OTT becomes Video Markets Experinece
mainstream
B2B2C vs OTT (Hybrid)
Multi Platform IT standardisation
Cross Media brand * content = in Production
Delivery differentiation Infrastructure
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4. • 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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5. • 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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6. Production Contribution Production/Post Distribution - CDN Consumption
MAM Primary Secondary
Direct to Home (DTH)
DMDC
IP
Home
Video Optimized Over The Air (DTT)
News Gathering Transport CDN/CDS
Post Production
IP IP
Network
Telco (Wireline)
IP
Digital Media
Sport Events IP
Network Routing/switching,
UC, TP,Cable
Security…
Videoscape
IP
Studio-to-Studio
Video Data Center
Internet
CM
Wireless
PMDC
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7. • 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
Strong Ecosystem focus
Media Clients
Production Media Users Corporate Users
Campus
Application PartnersMedia Client Access Network
Catalyst 65XX Nexus 7K
4XXX
IP Media Storage Partners
Network
Media DC IP Media Ready
Nexus Unified 10 GE DC Core
MDS Consolidated
5k
Fabric VSAN SAN
3rd Party Computing Unified Computing System 3rd Party Storage
Virtualization Partners
Cisco UCS-C Cisco UCS-B
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8. www.ciscoknowledgenetwork.com
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