Acceleration and transformation in the media market

1. Acceleration and transformation in the media market
Andrew Horne – Solutions Architect
AWS Elemental and cloud:

2. About AWS Elemental
 An Amazon Web Services company that
combines deep video expertise with the power
and scale of the cloud
 Founded in 2006 and pioneered the use of
software-based video processing to distribute
and monetize video over the Internet
 Customers: Global media franchises, pay TV
operators, content programmers,
broadcasters, government agencies and
enterprise
 Corp HQ in Portland, Oregon;
offices worldwide; EMEA HQ in London; Asia
HQ in Hong Kong; LATAM HQ in Sao Paolo

3. 3
Major Media Market Trends
Content Explosion Distribution Explosion Consumer Expectations
FlexibilityQuality Efficiency
Distribution Models
• Free – AVOD
• Transactional – TVOD
• Freemium
• Subscription - SVOD
Live 24/7

4. Connecting viewers with content at massive scale
4
PERFECTING THE MEDIA Experience

5. Pay TV Operators Content Owners Broadcast / Sports / Other
Our Customers

6. 6
CUSTOMIZING, ORIGINATING, AND MONETIZING VIDEO
Enterprise Government
Broadcasters
Content
Programmers
Pay TV Operators
MARKETSCONTENT
ON DEMAND
Storage
Amazon S3
LIVE
DISPLAYS
DEVICES

7. Increase speed
and agility
Shorten time-to-market, test
out new approaches
Go global
in minutes
Global availability instantly,
with no commit
Stop maintaining
data centers
Focus your resources
on your media needs
7
Digital Media MIGRATING TO the Cloud
Pay for media you store
and process, as you go
Trade capital
expense for variable
expense
AWS helps you adapt your media
storage and compute needs
Benefit from
massive economies
of scale
Handle unpredictable and
bursty media needs
Stop guessing
capacity

8. 8
MULTISCREEN’S EXPONENTIAL CHALLENGE
Millions of experiences
De facto standards
Unmitigated innovation
Cloud infrastructure
TV…Tablet…Phone…Console…1000 Devices
Audio
Time Shift
Tracking
Watermark
Ad Splicing
DRM
Protocols
Bit Rates
Codecs
Resolutions
Future: “elusive” target
Single experience
Defined standards
Manageable innovation
Hardware infrastructure
Past: “easy” target
TV

9. VIDEOPROCESSING
TIME
Actual demand
On-premise Infrastructure
Predicted demand
Excess Capacity
The Demand Prediction Challenge

10.  Same enterprise capabilities across ground and cloud
 Identical video outputs regardless of processing location
Cross Platform Feature Parity
GPU CPUGPU CPUGPU CPU
AWS Elemental Appliances AWS Elemental Software AWS Elemental Cloud

11. 11
AWS M&E Building Blocks
DELIVERY
CloudFront – Global Content Delivery Network with
Monitoring, Analytics and customization at the edge
STORAGE
S3, Glacier, EFS & EBS – Durable, scalable and secure
solutions for on-line and archival content storage
PROCESSING
Elastic Transcoder; AWS Elemental – Scalable and cost-effective
video processing and transcoding on-premises and in the cloud
COMPUTE
EC2, Thinkbox Deadline – Resizable general purpose compute capacity
featuring instance types optimized for rendering, editing, processing video,
analytics
INGEST
Direct Connect; Snowball; S3 Transfer Accelerator –
Upload options for content and files of all sizes
ANALYTICS
Machine Learning, Kinesis, AI – Data ingest/processing/analysis; machine
learning, artificial intelligence for text to speech, image processing & analytics,
natural language

12. 12
Three Approaches to Media Solutions on AWS
Custom
APIs
Marketplace
AMIs
Other 3rd
party
Interface(s)Interface(s)
Partner Platform / App (e.g.
Aspera, Ooyala)
Other 3rd
party
Interface(s)
AWS Elemental APIs
(e.g. Live, Delta)
Other 3rd
party
Appliance VM
EFS / EBS
S3 /
Glacier
EC2
RDS /
NoSQL
Lambda
SWF
Other
AWS
SERVICES
On-Premises
Custom:
Build Your Own
AWS Elemental
Media Solutions
Partner-Based

13. Video workflows on AWS
Transcoding
CloudFront
Amazon
SNS
SNS Topic
SNS Notification
SNS Notification
Media File
DevOps
Media Consumers
S3
Transfer
acceleration
SnowballDirect
Connect
Glacier EFS
Amazon Partner Solutions
Amazon Elastic Transcoder
EC2
Lambda
Ingest
Storage
EC2
Lambda
SWF
SQS
Downstream Processing
Update/
Catalog
S3
RDS Dynamo
DB
Elemental
SERVER
Elemental
LIVE S3
Elemental
DELTA
Origination and Distribution

14. CLOUD-BASED MEDIA WORKFLOWS

15. Who uses elemental Cloud?
15
Platforms
File-based
Encoding
Real-time
Encoding

16.  On-Demand: BBC
 VoD: Cinépolis Klic
 Live Event: Channel 7 Australian Open Tennis
 Linear 24/7: Amazon Channels
 OTT Linear 24/7: CAP
 NASA: Live 4K
16
Cloud Implementation runs the maturity continuum

17. 17
On Demand: BBC VIDEO FACTORY
• The BBC iPlayer serves more than 7 million users per
day on more than 1,000 devices and platforms
• On Demand Product Service (ODPS) had a
maximum capacity of only 40 hours of HD video per
week
• Significant delay in posting catch-up programming
Challenge
coverage
• Retire ODPS and launch Video Factory
• Video Factory integrates AWS Elemental Cloud for
elastic video processing of content for the BBC
iPlayer
• Dynamic scaling of cloud-based resources manages
spikes in processing demand
Solution
coverage
• Eliminates processing capacity as a blocker
• Allows for much faster delivery of live programs
• Ensure all content is available on all devices
• Easily adapt iPlayer service to add new devices
• Flexibility to scale up or down and pay only for video
processing resources used
Benefit

18. • Video Factory captures live broadcasts and sends to cloud storage
• Processing jobs are picked up by idle transcoder or create new instance
• AWS Elemental Cloud processes multiple H.264 ABR video streams
• AWS Elemental Cloud ramps dynamically with processing demand
18
BBC CATCH-UP TV WORKFLOW
Live TV
SOURCE iPLAYER DISPLAY DEVICESCDN
AWS DataTransfer
STORAGE
AWS S3
DATA TRANSFER
AWS Direct Connect

19.  13k hours capacity
 6,600 hours unused
Cloud vs. On-PremiseS Comparison
Excess capacity
19

20. BBC iPlayer
20
Challenge
• Serve catch-up programming to more than 7 million
users per day across over 1,000 multiscreen device
types
coverage
• Rapid delivery of content with the flexibility to easily
adopt new formats and standards ensuring service
availability on all devices
Solution
coverage
• Cloud-based resources provide elastic video
processing capacity with dynamic scaling to absorb
spikes in demand
Benefit

21. 21
Cloud-based BBC VIDEO FACTORY WORKFLOW
AWS Elemental CLOUD
ELASTIC VIDEO PROCESSING DEVICESINPUT
Live TV
DATA
TRANSFER
AWS DIRECT
CONNECT
STORAGE
AWS S3
STORAGE
AWS S3
 Cloud workflow went live with 9 months of development time
 Zero downtime during migration
 Immediate benefits for BBC audiences with cloud scale, elasticity and flexibility
 Content delivered faster – no over-provisioning of hardware
 More content delivered - no restrictions due to fixed workflow capacity
 Content available for longer – instantly scalable storage
 Continuous delivery and continuous improvement
 Added live workflows and live to VOD
 Added content from other parts of the BBC and other broadcasters to workflow
 Added support for DASH to reach more devices
DISTRIBUTION
CACHE AND
CDN

22. Video on demand: Cinépolis Klic
22
Challenge
• To deliver high-quality video, Cinépolis uses ABR
streaming, which requires support for HLS, MSFT
Smooth Streaming, and MPEG-DASH
• Subtitles and descriptive metadata make the content
delivery more complex
• Desire to avoid building dedicated infrastructures and
incurring large capital expenditures
coverage
• Integrated AWS and AWS Elemental solution
enabling TV Everywhere delivery on a full range of
connected devices
• All processing – from storage to CDN – in the cloud
allows flexibility and ability to respond instantly to
demand peaks and troughs
Solution
coverage
• Cloud-based resources provide elastic video
processing capacity with dynamic scaling to absorb
spikes in demand
• Tight control over costs down to the transactional
level along with high quality and responsiveness
• Cinépolis KLIC service saw seven-fold growth
between 2014 and 2015
Benefit

23. 23
Live: Channel Seven 2017 Australian Open
• The Australian Open is among the country’s most-
watched sporting events
• Seven Network’s 7Tennis freemium OTT let viewers
stream +64 million minutes live and access extensive
VOD
• Broadcaster had to deliver a 1080P multi-screen
video experience with maximum resiliency and quality
Challenge
coverage
• Hybrid ground/cloud AWS and AWS Elemental
workflow
• Fully redundant AWS Elemental Live encoders
streamed 16 court streams; inserted SCTE triggers
for downstream DAI, and video slates
• Redundant Amazon Direct Connect networks to an
Amazon VPC hosted on AWS delivered 1080P high
quality video reliably at scale to Amazon CloudFront
Solution
coverage
• Improved resiliency and flexibility
• Multi-CDN support
• No longer storing encryption keys on Net Storage
• Route to additional functionality (catch up/live to
VOD)
• Opportunity to build an AWS-based solution on which
Seven will develop their platform through 2018
Benefit

24. Hybrid Ground/cloud AWS and AWS Elemental Workflow
24
AWS Elemental
Is EC2 an origin server??

25. Details
25

26. 26
Linear 24/7: CAP
• Improve system reliability and scalability
• Update to broadcast-grade components
in a cloud-based infrastructure
• Maintain compatibility with installed-base
players
Challenge
100% cloud-based workflow, using a
combination of AWS services, AWS
Elemental Cloud, and in-house developed
software
rage
Solution
coverage
Improved availability and user experience,
easily expand to accommodate new
channels, and keep costs under control
Benefit

27. 8 x FHD or 39 x HD Live Channels:
Amazon S3, Amazon EC2, Amazon CloudFront CDN,
AWS Elemental Live in the Cloud
100% cloud-based workflow
AWS Elemental
LIVE
AWS Elemental
LIVE
AWS Elemental CLOUD
SOURCE
1080p
H.264
5 Mbps
RTMP

28. CP
Encoder
AWS Seoul Region
RTMP 입수
2~5 Mbps
CloudFront
(CDN)AWS
Elemental Live
(7 Nodes)
AWS
Elemental Live
(7 Nodes)
AWS Direct
Connect
Pooq APP
Pooq APP
Nginx proxy
( 변환본캐
시 )
Nginx proxy
( 변환본캐
시 )
Amazon S3
(1 일간 보
관 )
Route 53
(DNS)
ELB (ALB)
S3 VPC
Endpoint
S3 VPC
Endpoint
Internet
Gateway
VPN
Gateway
Private VIF
Internet
Gateway
• VPC Endpoint 는 S3 에 접근이 필요한 Subnet 에만 연결하여 사용 . (Pooq APP Subnet, 관리 서브넷 )
• S3 Bucket Policy ( 다음 페이지 참조 ) 를 통하여 Public 에서의 접근은 막고 , Elemental/Pooq VPC 에서만 접근 허용
Details

29. Thank you