© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1Cisco Confidential 1© 2010 Cisco and/or its affiliates. All rights reserved.

Developments in Managed Content Distribution

The Shift from Satellite-based distribution to IP-terrestrial distribution

October 2011

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

OTT & TV Everywhere Affecting Traditional Distribution Methods

• 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.

• Satellite-based IP contribution and distribution being augmented by terrestrial IP contribution and distribution systems for both Live and Non-Live content.

• Pricing of terrestrial 10Gb/sec links between two locations ~$4K/month seen as an enabling factor for Video over IP and file-based movement. Further, playback of video over the IP network for collaboration / review / approve without moving content will become standard practice.

• Seen as an economical alternative to leased HD-SDI lines.

• Three main areas for investigation:

Satellite-based contribution and distribution

Software-based aggregation / distribution

Video-Optimized Transport (Video over IP)

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

Trends Implications

• Adoption of file-based workflows.

• Migration from SD-HD-3D.

• Changing Distribution Patterns: Downloads, International Day/Date Releases, OTT, etc.

• Increasing amounts of B-B partners with different SLA requirements for content contribution, aggregation, and distribution.

• More digital media files being created while decreasing videotape usage.

• Individual file size increases requiring more storage and more network throughput.

• Multiple file types, unicast and multicast delivery requirements, automated “lights-out” aggregation and distribution.

• Hybrid transport handling and increased capabilities of Video over IP.

Digital Media Market Trends

Format To Store 1 Hour Data Rate / Sec

SD (BetaSP/8-bit) 72 GB 20.2 MB

HDCAM (1080p/60) 834 GB 237 MB

Stereoscopic HDCAM 1668 GB 474 MB

4K (4096x3112) 400-1600TB 1,244 GB

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

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

Digital Media Network BU

Video Optimized Transport

PMDC

Primary Secondary

Videoscape

CDN/CDS

Routing/switching, UC, TP, Security…

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

Video SLA Requirements

Service AvailabilityOptimize Service Up time using network availability techniques

ThroughputDesign network with proper capacity for required traffic

Configure correct QoS for Video

Delay/JitterMinimize end to end delay using QoS

Allocate sufficient jitter buffers at application layer

Minimize application layer jitter buffer size to improve channel change time

LossMinimize outage time to reduce packet loss

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

Terrestrial-Based IP SolutionsTypes of Video Services

• Transport (Acquisition, Contribution and Primary Distribution)Stadium to Production Studio

Studio to Studio

• IPTV (Secondary Distribution) / CATVIP multicast distribution from centralized super headendsDriving enhanced multicast features and functions

• VoD (Secondary Distribution)Distributed architecture for better scalabilityNon-real-time content distribution to cachesMore impact on metro and access networks, less impact on the core

• Over-the-Top (e.g., Hulu, Apple TV, Netflix)Adaptive streaming methods are quickly becoming ubiquitous

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

Satellite-Based IP Services

• Long-realized methodology for large scale multicast delivery requirements

• Most cost-effective multicast solution for compressed video for point to multi-point distribution

• System of choice for relaying real-time data / video / in “first-responder” situations

• Low cost receivers enable ubiquity and minimal costs for additional receive sites

• A virtually maintenance-free service

• Historically “five nines” (99.999%) reliability

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8Cisco Confidential 8© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Knowledge Network

To see this full presentation, our live webcast 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.