"Engineering implications of the cloud when applied to the Media" - Mesclado's seminar

’Media Engineering Intelligence’ seminar
Engineering implications of the Cloud
when applied to the Media
October 3rd, 2013
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© mesclado 2013 – All rights reserved

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‘Media Engineering Intelligence’ seminar – 3rd October 2013

Twitter

#MediaEI


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Agenda

- Criteria for choosing the right Media Cloud solution: services offered and scalability| François
Abbe, President & Founder | Mesclado (FR)
- Definition of security, connectivity and accessibility needs of the Media industry | An Dang

Duy, DSI Monde | Kantar Media (FR)
- A quality of service compatible with the requirements of B2B professional video? | Nick Pinks,
Technology Transfer Manager | BBC R&D (UK)
- Follow-up and support: is it really effective and what are the real benefits? | lessons learned
- Moderator: Benoît Maujean, R&D manager | Mikros Image (FR)
- Adam Jakubowski, Technical Operations Manager | Smoke & Mirrors (UK)
- Jean Gaillard, Director | IMD Group (UK/FR)

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Costs

Capital
investment

Time efficiency

Cloud Service benefits in
terms of cost reduction
according to Unmesch
Khadilkar, Head of IT and
Broadcast Operations
for Asia TV USA Ltd.

Cloud Services
Benefits

Manpower costs


5

More
streamlined and
automated
workflows


Costs

“If we built our own infrastructure for high-capacity storage and asset management, we would
have had big capital costs to install and maintain the servers and other equipment, as well as
high rent for a Manhattan location to house it. If you consider all those factors, it was
advantageous to choose a cloud-based service that not only hosts our media content but
makes it accessible to our production and sales staff around the world. Instead of shipping
physical media, like hard drives or thumb drives, or doing FTP and UDP file transfers, which
can be a cumbersome, time-consuming process, we upload our content and it’s immediately
available for screening or download by authorized parties around the world.”
Unmesh Khadilkar, Head of IT and Broadcast Operations for Asia TV USA Ltd., the parent of Veria Living


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Cloud and Secrecy

“I’m using the Cloud but, please,
don’t tell anyone”
Many industry providers don’t want
to talk publicly about their Cloud
strategy

 Just the beginning!

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Security risks in the Cloud

“Mass adoption of offsite cloud transcoding for media processing will take time. It’s likely that
over the next three to five years, a big portion of media processing will be done on-premises
(with fixed hardware and software). The reasons include conservatism, fear of content
piracy, and the economics of uploading content to the cloud. On the other hand, private
cloud is likely to be adopted more quickly for media processing because it provides flexibility.
A private cloud lets users perform video transcoding locally and purchase cloud-based
transcoding software on a per use basis ... so a combination of private cloud processing with
pay-per-use [cloud] services seems like the fastest solution for optimizing our customers’
operations.”
Yoav Derazon, Director of Product Management at Harmonic


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TOP 10 criteria for choosing the right Media
Cloud solution
Services offered and scalability

Contents

• Intro:
– Definition
– History
– Why use the Cloud?
• Top 10 criteria


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Definition

Definition of the National Institute of Standards and Technology (NIST) released Special
Publication SP 800-145 in September 2011:

“Cloud computing is a model for enabling ubiquitous, convenient, ondemand network access to a shared pool of configurable
computing resources (e.g., networks, servers, storage, applications,
and services) that can be rapidly provisioned and released with
minimal management effort or service provider interaction.”
http://prismrm.files.wordpress.com/2012/08/sopot_memorandum_cloud_computing.pdf

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Definition

Cloud

usually associated
from the 60s by
engineers to a wide
network (typically the
internet) when
drawing a network
architecture.

Knowing the
structure or the
internal operations
does not matter.
Only the input /
output data
steams.
12

The computational
power needed to
operate/run the
applications is moved
outside the company’s
wall and spread across
the network.

History

2001

First time
mentioned in
2001 by Microsoft
during the .Net
platform
launching
announcement.
The Cloud was
the place hosting
the Web
Services.


2008

2006
Aug. 2006: Amazon
launches Elastic
Compute Cloud
(EC2) where every
developer can create
and resize his server
to fit the needs of his
projects.
Aug. 2006: Google
announces a new IT
architectural model
where data and
services are hosted
somewhere in the
“Cloud”.
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The expression
“Cloud Computing”
democratized by
the launch of the
commercial version
of Amazon EC2 in
mid-2008.

2008-2009

Between mid-2008
and 2009, main
providers of IT
market like Google,
Microsoft, IBM, HP,
Dell, Sun, Cisco,
VMware, Xen, and
Ubuntu respectively
launched their “Cloud
Computing” offers.


Costs

“Media professionals need to do a cost/benefits
analysis of owning, leasing, or renting. If they can
get three to four years out of their capital
equipment, they’ll typically do better making
the CapEx investment in terms of total cost of
ownership. But if the market is changing, and they
need to upgrade every two years, they’ll
typically do better paying as they go [OpEx].”
Jess Hartmann, CEO of Promax Systems (CA, USA)


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Top 10: Benchmarking

• Pre-requisite: “Proof Of Concept” to ensure it
meets the requirements


15


Top 10: Interoperability

• Audio / Video / Data / Metadata formats
– E.g. which H.264?
– Delays and resources with
encoding/transcoding/decoding operations?
• Back-end Information System
– Ability to invoice for cloud-based services (e.g.
post house)

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Top 10: Network Connection

• Connection = enabler
• Warning: Installation Delays and Costs
– Is Cloud still an option?
– Geographical dependency


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Top 10: Network Connection

“As a software editor, we would like ultimately to use the GPU solution in the cloud to deport
the 3D rendering of our applications to a server farm. The remote desktop technology has
become possible thanks to the bandwidth increase of large companies, in addition to the
increase of the computing power of the specialized clusters (e.g. HPC). The advantage of
such an architecture for our customers is to save graphics resources, by allowing
them access a large computing capacity thanks to (theoretically) a screen and a network
card.
In reality, this principle is not applied as such. Most services reduce the quality of the
image flows to be able to provide a more or less fluid video in an acceptable time duration
(in best cases we talk about a few hundreds of milliseconds). This trend is however going to
change as the fiber is being more and more deployed and the technology, currently at an
embryonic stage, is being optimized”
Thierry Cottenceau, Founding Chairman of Virdys

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Top 10: SLA

• Service Level Agreement


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“There are two chief concerns for high-end post houses: security risks and technology
limitations. When movie studios, cable networks and other major production companies
entrust them with their high-value assets, post houses don’t want to lose control of this
content, and they feel the public cloud is still too risky. They even take the precaution of
not putting Internet connectivity on their local storage networks. Since the RAW assets are
terabytes of HD, 2K, or 4K resolution data processed at up to 200 Mbps, you can’t work on a
cloud due to Internet bandwidth limitations. Yes, you can work with proxies, but we’re
years and years away from moving these demanding applications off-site, especially
to the public cloud.”
Jess Hartmann, CEO of Promax Systems (CA, USA)


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Top 10: SLA – Security and Privacy policies
Security and Privacy
policy issues

How the service
provider is using
encryption?

What kind of
encryption keys is
used?

…

Who has access
to the encryption
keys?

How does the access to
data is handled internally
and externally?

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Top 10: Storage Locations

• Where is my content physically stored?
• US Patriot act: does it really affect my
audio/video content?


22


News – Major incident in Datacenter (04 July 2013)

• 10.20am: incident in a power plant in Vitry (Paris, France),
– 20kV power line down due power plant incident
– Eaton 9395 Backup Power System (UPS) and power generators are
started; 2 power generators fail, putting bays of equipment in the dark
– The operator’s Web servers are down, Twitter is the only way to
communicate with the clients
• 11.30pm: 20kV power line back to normal
• 12.37pm: operator communicates with its clients
• 7.30pm: 99.14% of servers up and running, others suffer from
hardware problems (power supply, disks)

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Top 10: Service Provider History

• Records of incidents
– Hazards
– Data theft


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Top 10: Guaranteed Availability
Guaranteed availability

Corresponding yearly
downtime

99%

5260 minutes

99.9%

526 minutes

99.99%

53 minutes

99.999%

5 minutes

99.9999%

30 secondes

• Note: figures exclude maintenance time (incl.
upgrades)

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Top 10: Second backup

• IT Best Practice: store data 300km away
minimum


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Upgrades in the Cloud

“If a customer wants to build a massively scalable encoding platform, with future-proof
support for the latest devices and players, ad insertion, closed captioning, and analytics,
among other features, it would be cost-prohibitive to build what we’re able to offer our
customers. The amount of effort it takes to maintain and upgrade a video transcoding
and streaming platform and to make sure it’s compatible with the latest devices is not
trivial. But the nice thing about a cloud provider is upgrades happen almost invisibly
to the user. When Zencoder [owned by Brightcove] makes a change, say it’s a 10-20%
improvement in video compression for HLS, users realize those gains for free, without having
to do anything to make it happen. They can just focus on creating great content.”
Casey Wilms, a solutions architect and product manager for Brightcove


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Top 10: Expandability

• Cost / delay implication when expanding the
service:
– More bandwidth
– More capacity
– Extra services


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Top 10: Expandability
“The nature of our services requires a

network that can rapidly adjust to
accommodate irregular video traffic
patterns, which is why we teamed up
with the reliable provider of choice. With
Level 3's fast and nimble support, our
customers can be confident that – even
during peak traffic times – we will
have the scalable network capacity
available that is coupled with the
network reach to bring their content to a
global audience.”

“Our high-speed IP offering rides on our

global and continuously upgradeable IP
network, which is ideal for Hexaglobe as
demand for new media services and
delivery continue to grow. As abruptly or
quickly as their network needs change,
Hexaglobe can rely on Level 3 to help them
deliver a great experience to their customers.”
James Heard, regional president of the EMEA region for
Level 3 Communications

Franck Coppola, President of Hexaglobe


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Top 10: Terminating the service contract

• Porting data may require physical intervention
• Audio and video format when interfacing
– Proxy easily available via API, native content more
difficult


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Security, connectivity and accessibility needs
of the Media industry
An Dang Duy, World CIO | Kantar Media (FR)

•

Kantar Media

An DANG DUY
Kantar Media Chief information
officer

Kantar Media
•

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KANTAR MEDIA
>

•

Cloud Strategy and findings

From on premise traditional
hosting
To VM
& Cloud
Deployment of enterprise solutions
Cloud computing & big data
External storage solutions

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KANTAR MEDIA
>

•

Findings

Opportunities but demand & offer still at its infant maturity stage

Internal Learning curve / culture to overcome
(Unfounded?) concerns from management re
confidentiality / security
Hybrid architecture can be difficult to put in place
Cost benefits not always immediate
Opportunities / new cost models
Evolution toward services rather than hosting
Disruptive trend
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Terminology

Public Cloud

It consists of computers,
networks, and bandwidth
resources (based on the
standard cloud-computing
model) which a few
prominent service providers
offer to the general public
via the internet

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Terminology

Hybrid Cloud

Users seamlessly interface
their on-premises private
cloud service with a public
cloud service for moving
and managing large data
between the public and
private clouds with the
utmost flexibility


“The whole concept of cloud
compute is that you can turn up
high-volume computing capacity
on demand - with elastic capacity
to burst to the cloud - and be
billed only for that time.”
Greggory Heil, CEO and founder of Encoding.com

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Terminology

Hybrid Cloud

“When it comes to media processing in
the cloud, many people debate the
benefits of private cloud versus public
cloud. [The] truth is there’s no one-sizefits-all approach. Users may have different
requirements that would favor the public
cloud over the private cloud or vice versa
depending on the workloads to be
processed. The best approach is a
combination of private and public cloud.”

Users seamlessly interface
their on-premises private
cloud service with a public
cloud service for moving
and managing large data
between the public and
private clouds with the
utmost flexibility

Yoav Derazon, Director of Product Management at Harmonic


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“For our customers, security is the number
one concern because they don’t want to
lose control of their client’s valuable media
assets or the content they’re developing for
their own distribution. Avid customers shy away
from public cloud services because they don’t
feel the security concerns have been
adequately addressed.”
Jim Frantzreb, Avid’s Director of Media Enterprise
Segment Marketing


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Quality of Service in the Cloud

“One of the most interesting aspects about the 2012 Ericsson Mobility Report is that video has
become the biggest contributor to data traffic volumes (25-40 percent) and is growing faster than
ever. Mobile devices are now a crucial component in the TV experience, which has caused an
explosion in mobile data traffic and rapidly increased demands on the networks. The report also
shows that the subscription types associated with large data volumes (such as those for mobile
PCs and smartphones) are expected to exceed 4 billion by 2018, while mobile data traffic for
smartphones will grow up to 14 times between 2012 and 2018. With the global consumer shift
towards broadband mobility continuing to grow, I think we will see an even greater number of
operators demanding a more all-inclusive approach, one that encompasses the entire content
delivery and distribution system. As we move into an ever more mobile age, where multi-screen is
increasingly ubiquitous in every operator’s TV offering, the need for an efficient and flexible
unified CDN will become ever more pressing.”
Lisa Skelton, Head of Marketing, TV Content Delivery

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Coffee break!


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Quality of service (QOS):
is it really compatible with the requirements of
B2B professional video?
Nick Pinks, Technology Transfer Manager | BBC
R&D (UK)

What is the cloud?

Please tell me we’re not basing our Broadcasting Engineering
Strategy on this marketing photos such as these ?!


‘Honest Gov,
it’s the solution’



Do we really mean cloud?

Or do we mean use the same technologies that
‘clouds’ use to see equal benefits to our industryjust not the same ones as everyone else?...

I think so.


So what do I want from this technology that ‘Clouds’ use?

an easy life?

cost savings ?


So what do I want from this technology that ‘Clouds’ use?

1st to air

better programmes = better reviews.


So what have we got in this ‘Cloud Technology Toolkit’?

•
•
•
•

Common place IP Data links (this is going to be big!)
Lots and Lots of Storage
Did I mention IP and Networks?
Completely new ways of reaching audiences- we
have the internet!
• Collaborative working? Easier workflows? Shared
work? (Lets be honest- this has been sold to us for
years- but might it be true this time?)


What’s out there today?

This isn’t all that new- what have we been doing?

What’s the research in this area? Is there much research in this field?

IP STUDIO
Making programmes using internet
technology


“What would a live studio need if it worked directly on IP
networks? That's what we're trying to work out with this
project. The requirements are demanding: among them are
high bit rate low delay streaming, timing and
synchronisation, distributed configuration and control, realtime data, flexible reuse of processing, and access to
production content and information.”

IP STUDIO



And real world applications?

•
•
•
•

Local Elections
Radio One’s Big Weekend
Glastonbury
UK Party Conferences



Glastonbury 2013



And what of it?

Does it work?
Were there any problems?
Was it expensive?
Are you doing more of it?
Is there any more to it?



Yes!

It works; there were problems (but also benefits);
it’s not free (but definitely cheaper); we’re doing
lots more of it; and there is a lot more still to be
understood.
Cloud suppliers don’t understand Broadcasters
and Broadcasters don’t understand Cloud
Technology.


So what can we ask for?



We need

• Reliability
• Quality of service
– Customer Support
– Technology Delivered
• Security (my stuff is valuable)
• A really good understanding of the aims of
broadcasting!


Technical Challenges

•
•
•
•
•

Multi-resolution and multi-format working
High-rate low-latency streaming in LAN and WAN
Linking and synchronising content and data
Distributed control
Flexible provisioning



Content Model

• Capture everything of interest generated by a production
and make it available now and later
– video, audio, data events and their relationships
• Open-ended Flows from Sources
– no notion of clip
– single type of essence
• Grains: time-stamped objects within Flows
– not tied to any particular format


And the answer?



From our current suppliers


But which ones?

•
•
•
•
•
•
•

IEEE
SMPTE
EBU
VSF
IETF
RFC?
Arrggghhh!!!! Which ones do I need?



Hang on they’re working together?

Joint Task Force on Networked Media
This is going to be the most important paper of 2013.
The EBU, VSF and SMPTE have joined forces and asked Broadcasters what is
wanted in an IP / Cloud world, and then asked Industry what can be provided?
30 November 2013 the Gap Analysis will be published!



Thanks!

Nicholas.pinks@bbc.co.uk
bbc.co.uk/rd
tech.ebu.ch/jt-nm



Productivity improvements

“In the past, we relied on FTP transfers or used cloudonly file transfer services but found they were not easy
for all clients to work with and large file transfers were
very slow. Today, 90% of incoming files, and 100% of
outgoing files, are sent via a hybrid cloud-based
product from Signiant called Media Shuttle that
efficiently accelerates and manages file transfers and
sharing of hundreds of gigabytes of high-value
content.”
Roy Machado, Creative Director, President, and Owner of
Dallas Audio Post


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Source – Streaming Media



“Fast access to archival video clips can give a news story
historical context and added value. But there’s a capital
cost to digitizing, storing, and managing years of
legacy footage, especially to buy, house, and maintain a
robust storage infrastructure.”
Brian Campanotti, Chief Technical Officer of Front Porch Digital
(in Louisville, Colo., US 2012)


70



“The greatest single point of failure is typically the Internet connection at the live event
site. As long as users can push the stream up to us, we’ll do whatever we need to do to
ensure their live events stream as planned. For mission-critical live events, we recommend
that customers have a redundant internet connection to ensure the stream is successful. The
cloud can provide immense flexibility for publishing to browsers, tablets, social media, and
mobile outlets. When customers want to stream live video, they send a single encoded
stream of that event to Haivision where it’s packaged into multiple bitrates and codecs
needed for multiple devices and published via a video content management system. It’s far
better video quality than they could get by trying to send multiple high bitrate streams from
their on-site Internet connection.”
Chance Mason, Executive Vice President of Haivision’s Internet Media Division, in Atlanta


71



“One of the biggest issues impeding

creative teams and agencies is the high
volume of digital assets and big data
starting to clog up the networks, which
is frustrating when they need to share
large, rich-media assets globally in a
timely and reliable manner. To address
this, we've integrated Aspera into
SocialBridge so teams can get campaigns
up and running faster than the competition
without the bottlenecks that come with
other systems available today.”

“The work that Central Desktop is doing to

proliferate cloud collaboration is cuttingedge, and we're very excited about this
integration to help move its clients' data
at maximum speed.”
John Wastcoat, VP of business development for Aspera

Arnulf Hsu, CTO and co-founder of Central Desktop

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Live Streaming service in the Cloud

“For live streaming, there are many advantages to leveraging a cloud transcoding
environment that is also live, not file-based. Users that have limited connectivity, budget
constraints and a need to reach all Internet connected devices should consider live
transcoding as an option. Using Haivision live transcoding, content creators can offer
viewers a high bitrate stream [of their camera or switcher output] via a single Internet
connection - then we package it into multiple ABR, Dynamic Flash, and Adaptive HLS
codecs. Customers are seeking to monetize the value of their streaming content, but typically
not through advertising. Live streaming of events can save on travel and other operating
costs, promote more efficient learning and communications, allow organizations to work more
efficiently, and offer live broadcast quality video where they otherwise couldn’t.”
Chance Mason, Executive Vice President of Haivision’s Internet Media Division, in Atlanta


73


Follow-up and support: is it really effective and
what are the real benefits?
Adam Jakubowski, Technical Operations Manager | Smoke &
Mirrors (UK)
Jean Gaillard, Director | IMD Group (UK/FR)
Moderator: Benoît Maujean, R&D manager | Mikros Image (FR)

Experience & Feedback on Cloud Services

OpenShare Project - Secure, scalable media sharing for the cloud
Partner Biographies:
●

Smoke & Mirrors - Commercials post production and visual effects company of leading global brand services agency TAG Worldwide,
with offices in London, New York, Shanghai and Sao Paolo

●

MirriAd - End-to-end solution provider for native in-video advertising utilising bespoke technologies for dynamic product placement into
finished broadcast content

●

Ovation Data - Technology solution provider who designs, integrates and provides IT and data storage solutions for the Media,
Bioscience, HPC and Energy industries

●

Media Channel - Expert technical solutions consultants for the Media & Entertainment industry, with backgrounds in storage,
networking and post production processes

●

Imperial College London - Department of Computing, leaders in the development of novel software technologies (functional
programming languages, program transformation, functional skeletons, co-ordination forms, component-based application frameworks
and Cloud computing)

●

Wavecrest Systems - Project Management consultants with vast experience in funding led projects and initiatives in the UK and the
EU




OpenShare Project - Secure, scalable media sharing for the cloud
Project Goals:
●

Provide a Platform as a Service (PaaS) to media content owners, facilities and service providers to centrally manage all of
their cloud media services securely and simply in a single place

●

Allow for media companies to easily on-board internal infrastructure as a resource to be managed externally or migrate to
cloud services for their business workflows

●

Location agnostic media sharing between different geographic within the same company or with other companies

●

Minimise on data movement utilising multi-tenanted access control and replication

●

Built on proven technologies and open standards - no need to re-write the wheel!




IMD

Ce que nous faisons
●

livraison dématérialisée de programmes courts (pub, clips) aux diffuseurs (tv & web video) pour les agences,
annonceurs et leurs prestataires créatifs

Ce que nous faisons - vraiment
●
●
●
●
●

●
●
●
●

collecter des métadonnées (cohérentes)
gestion approbation / validation
plateforme upload (masters)
contrôle qualité (garantie = intégrité & diffusabilité aval)
création package broadcast (fichiers permettant le chemin le plus court et le plus simple vers l’antenne, flux de
métadonnées vers SI commercial / trafic / antenne)
transport (sans goulot d’étranglement)
certification qualité vs broadcast
gestion trafic entrant
reporting

Ce que nous faisons - aussi
●

plateforme de données cross-industry (Caria, PubID, ARPP TV)




Smoke & Mirrors use case/requirement
●

“Follow the sun” creative processes and project management between different global offices
○ ability to share media/project data
○ central management of local silo’s of storage and compute

●

Secure client media sharing between competing companies and the client
○ provide shared access between a number of facilities working for the same client without
compromising other unrelated data or client work

●

Reduce the need for local infrastructure
○ business rates, environmental costs and power are at a premium within Soho




MirriAd Technology use case/requirement
●

Multiple local infrastructures for storage and compute around the world
○ not scalable as the business grows
○ need to maximise on resource availability
○ ability to receive, process and deliver content to and from any silo for multiple clients
○ centrally manage and allocate access resources across sites




IMD use cases
Europe
Asia
Roadmap
1 new delivery point 5 years ago: months
Today: weeks
Next: hours
SLA: days -> hours -> minutes




Framework for
Interoperable
Media Services
architecture




About Human Skills
●
●

●
●
●
●

The “DevOps” concept
See frameworks like Puppet Labs
“Infrastructure as a code”
Continuous Integration > Unit tests
Application Profiling > Dashboards
Strong team spirit : iterative process / collaborative
tasks management.



Human challenges
Undo silos
Ease interaction between business, operations and technology
●
●
●
●
●
●
●
●
●
●
●
●
●

Agile (several flavours,,)
Also infrastructure !
User-friendly request templates
Test-oriented development
Automated testing
Continuous delivery
DevOps
Information radiators
Change culture rather than expert culture,,,
Product Office team
“Remove!” culture
Explicitation & scénarisation des tâches support
Low (implicit) admin



Experience & Feedback on CLoud Services

Business model evolutions regarding :
● Cost Structure
● Technical partnerships
● Key activities
● Revenue streams
● Customer relationships




Business challenges
Context
●
●
●

digital = free
b2c call center support culture
Security, availability, resilience pre-conceptions

Ecosystem changes
●
●
●

Less professionnal, fragmented
tv vs digital
collaboration vs responsability

What client pays for
●
●
●
●

No business model for collaborations apps and services
Delivery not just an extension of collaboration
Commoditized technical means is not commoditization of services
IMD historical pricing model = “per send”. Does not reflect actual content of services



Thank you

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