Keith Wymbs, CMO at AWS Elemental's presentation to the Video Processing & Delivery track at the Media & Entertainment Cloud Symposium on November 4, 2016

1. Welcome!
Video Processing and Delivery Track
AWS LA Symposium

2. Track Schedule
• 1:30 - 2:15 Reality Checks: Accelerating the Transition to Cloud Video
Keith Wymbs & Evan Statton, Elemental
• 2:15 - 3:00 Building High Quality Video Operations in the Cloud
Hardys Eggum, Synacor
• 3:00 - 3:30 Networking Break
• 3:30 - 4:15 Amazon Video’s Live Streaming Infrastructure
Euan McLeod, Amazon Video
• 4:15 - 5:00 Closing Panel Discussion Q&A

3. Reality Checks
Accelerating the Transition to Video Infrastructure in the Cloud
Keith Wymbs CMO, Elemental
Evan Statton Solutions Architect, Elemental

4. Connecting Content to Today’s Viewers
Markets
Enterprise Government
Broadcasters
Content Programmers
Pay TV Operators
Content
Live
On Demand
S3
Consumption
Devices

5. Reality #1: Fragmentation of Applications
BROADCAST LEVEL TRANSCODING MULTISCREEN APPLICATIONS DELIVERY & MONETIZATION
PRIMARY SCREEN EVOLUTION NEXT GENERATION EXPERIENCES LIVE CHANNEL PLAYOUT

6. Reality #2: Rapid Evolution of Advertising
Burnt-in static ads
No consideration for
demographics
No link to ad
campaigns
No interactivity
Client-side advertising insertion
Client inserts relevant
advert at point of
playback
More personalized
Accurate metrics
Server-side Ad Insertion
Personalized ads
Supports all devices
Protect against
blocking or skipping
Broadcast-grade
quality of experience
Works time shifting
2007 2012 2017

7. Old broadcast moved slow
• 1900 1st TV - World Fair (Paris)
• 1928 1st TV station (W3XK)
• 1938 1st TV network (CBS)
• 1950 First Color TVs available
• 1997 Flat screen TVs
• 2009 Analogue to Digital switch in USA
Reality #3: Accelerating Pace of Change
Internet advances faster
• 2004 Live streaming w/ Real Media
• 2008 Flash video
• 2010 HLS + h.264
• 2012 Live HD streaming & live to VOD
• Last 4 years & the future:
DASH, h.265, UHD, HDR, WCG, HFR

8. DevicesElemental
SERVER
Amazon Elastic
Transcoder
Elemental
LIVE
Elemental
STATMUX
Elemental
DELTA
Elemental
DELTA
Amazon
CLOUDFRONT
Managed
Network
Live
On Demand
S3
Appliance
Virtual
Machine
AWS
Cloud
Supported Infrastructures
AWS + Elemental combines the most powerful
video processing software with the most flexible & scalable cloud infrastructure
Source Processing & Management Delivery Display
Elemental
CONDUCTOR
Workflows Must Now Be Modular and Elastic

9. 9
Fragmented Applications:
Live Events Moving to the Cloud

10. Best Practices for Live Streaming
Live
Source
Client

11. Live Source Encoded On-Premise
Client
Live
Source
Elemental
LIVE

12. Delivering ABR Streams to AWS for Delivery
Client
Elemental
DELTA
Elemental
DELTA
Elemental
CLOUD
Live
Source
Elemental
LIVE

13. AWS CloudFormation
• Model and set up AWS resources via:
– Templates that describe all the AWS resources that you want (like
Amazon EC2 instances or Amazon RDS DB instances), and
provisions and configures those resources for you.
– Stacks that cluster resources so they don’t need to be individually
created and configured or figure out what's dependent on what
• Provides
– Simplified Infrastructure Management
– Quickly Replicate Your Infrastructure
– Easily Control and Track Changes to Your Infrastructure

14. CloudFormation: Automate & Configure Workflow
Client
CloudFormation
Elemental
DELTA
Elemental
DELTA
Elemental
CLOUD
Live
Source
Elemental
LIVE

15. CloudFormation Template Creates All Components
Client
CloudFormation
EC2
Controller
Elemental parameters
to EC2 instance
Elemental software
configuration
using python/API
Elemental
DELTA
Elemental
DELTA
Elemental
CLOUD
Live
Source
Elemental
LIVE

16. CloudFormation Configures End-to-End Signal Flow
Client
CloudFormation
EC2
Controller
Elemental parameters
to EC2 instance
Elemental software
configuration
using python/API
CloudFront
Elemental
DELTA
Elemental
DELTA
Elemental
CLOUD
Live
Source
Elemental
LIVE

17. Reduce On-premise Upload Bandwidth
Client
Elemental
LIVE
CloudFormation
EC2
Controller
Elemental parameters
to EC2 instance
Elemental software
configuration
using python/API
CloudFront
Elemental
DELTA
Elemental
DELTA
Elemental
CLOUD
Elemental
LIVE
Live
Source
Elemental
LIVE

18. Monetization:
Rapid Evolution of Advertising

19. Client-Side Advertising Insertion
Video with
SCTE 35/104
Video
Manifest / Content
REST Insert Signal Cmds
Asset Request
(custom tags)
VAST
Resp.
VAST request1
2
Ad Asset3
Player DAI
Video Delivery
VIDEO DELIVERY PLATFORM
Origin
LIVE VIDEO PROCESSING
Elemental
LIVE
Elemental
DELTA
Ad
Assets
ADS
New Media
Devices
Amazon
CloudFront

20. Problems with Client-Side Ad Insertion
• User experience is bad
• Loading times, to the ad stream, then back to the regular content
• Inconsistency in the codecs, bit rates, and aspect ratios
• Ad signalling is interpreted by the player
• Specific developments to support multiple platforms and players
• No elegant solution to handle ad insertion in live channels and events
• Third party plugins can kill the business model

21. Server-Side Advertising Insertion
VAST
request 1
VAST
Resp.
2
Ad Asset
3
Origin DAI
Video with
SCTE 35/104
Video
Manifest / Content
REST Insert Signal Commands
Asset Request
(custom tags)
Client
VIDEO DELIVERY PLATFORMLIVE VIDEO PROCESSING
Elemental
LIVE
Elemental
DELTA
Amazon
CloudFront
Source
ADS Ad AssetSIS

22. Server Side Ad Insertion with Ad Matching
Video with
SCTE 35/104
Video
Manifest Request
Personalization info
and campaign
management
REST Insert Signal Commands
for marking ad avails
Generation of the
personalized manifest with
the ads video chunks in.
VAST
Request
Ingest the catalog of ad assets
(updated every night)
Live Video Processing Video Delivery Platform
2
Transcode Processing
Ads Inventory
3
VAST
Response
(ID of the ads)
1
4
Program workflow
JIT personalization
of the ad insertion
Mezz VOD files
Elemental
LIVE
Elemental
DELTA
Amazon
CloudFront
Elemental
SERVER
Source
Client
ADS Ad AssetSIS

23. Accelerating Pace of Change:
Channel Playout via the Cloud

24. 24
Live Channel
Playout in the
Cloud

25. Current On-Premise Playout Configuration
SDI
SDI
SDI IP Video
IP Control
IP Control
Automation
Control
System
Live
Production
Studio
Playout
Server
Encoder
Master
Control
Switcher
Storage
Source Broadcast TV

26. Advanced On-Premise Playout Configuration
SDI or IP IP Video
IP Control
Automation
Control
System
Live
Production
Studio
Storage
Source
Elemental
LIVE
Broadcast TV

27. Integrated Channel Playout in the Cloud
AWS S3
AWS Direct
Connect
Source
Elemental Cloud
Elemental
DELTA
Video Delivery Platform
Elemental
LIVE
Live Video Processing
Playout
control
automation
Amazon
CloudFront
Devices
OTT

28. Future: Unified Playout + OTT + Ads in the Cloud
ADS
Elemental Cloud
Elemental
DELTA
Video Delivery Platform
Elemental
LIVE
Live Video Processing
Amazon
CloudFront
Devices
OTT
Ad Asset
Playout
control
automation
Source
AWS S3
AWS Direct
Connect

29. Future: Terrestrial Distribution for Primary Screen
Ad Asset
ADS
Play-out
control
automation
Broadcast
TV
Cloud Front
Managed
Network
MVPD
Elemental Cloud
Elemental
DELTA
Video Delivery Platform
Elemental
LIVE
Live Video Processing
AWS S3
AWS Direct
Connect
Source
AWS Direct
Connect

30. Thank you

31. High Quality Video Operations in the Cloud
Hardys Eggum
Head of IT & Technical Operations, Synacor

32. Networking Break
Return by 3:25

33. Amazon’s Live Streaming Infrastructure
Euan McLeod
Global Head of Live Video Streaming, Amazon Video

34. Type of Amazon Video Live Delivery
• Ad Hoc Events
• Tentpole Events
• 24/7 Live Linear

35. MACKLEMORE
LIVE

37. CNN News Source let us know that
they included the story in today’s
“Hollywood Minute,” which went out
to their 1,000+ affiliates.

38. Case Study: Amazon Video Live Streaming

39. Walkthrough Amazon Video Interface
39

40. 40
Premium video: the core of
what we’re offering
HOW WE LOOK AT QUALITY
Tradeoffs
become
important
Delivering Quality Video
Experience

41. 41
Tradeoffs
become
important
Delivering Quality Video
Experience
Reliability
Playback
start time
Video
quality
Priority of Tradeoffs
We set goals for all, and we invent
new technologies to push the
boundary where these tradeoffs
must be made.
1
23
HOW WE LOOK AT QUALITY

42. 42
Premium video: the core of
what we’re offering
Measuring
& improving
playback
HOW WE LOOK AT QUALITY
Tradeoffs
become
important
Delivering Quality Video
Experience

43. 43
Premium video: the core of
what we’re offering
Customer
trust
HOW WE LOOK AT QUALITY
Measuring
& improving
playback
Tradeoffs
become
important
Delivering Quality Video
Experience

44. Satellite and
Fiber Network
SOURCE
LOAD BALANCER
CDN 2
CDN X
Amazon
CloudFront
ELEMENTAL CLOUD
LOAD BALANCER
AWS REGION 2
Direct
Connect
INGEST LOGIC
AWS REGION 1
Direct
Connect
INGEST LOGIC
ELEMENTAL CLOUD
Amazon
Redshift
Amazon
SQS
Amazon
EC2
Amazon
SNS
OTHER AWS SERVICES USED
Amazon
Route 53
Amazon Video Live Streaming Workflow
OriginCache
DISPLAY DEVICES
Video
Player Video
Player
Key Server DRM License Server
Redundant
Feeds
Monitoring System
Optimization Services
(Origin/CDN Selection,,
Heuristics, Manifest)
Policy Management
QoS Events

45. Media Streaming Specific Improvements to CloudFront
Intelligent Pre-fetching
5 Mbps
2.5 Mbps
1 Mbps
512 Kbps
256 Kbps
Dynamic Manifest Support
CloudFront
Edge
Pre-fetch video fragments into cache at
the requested and adjacent bitrates to
reduce cache misses.
AV URL Vending
Service
Dynamic Manifest
Service
Media Fragments
Media
Fragments
Built support for requesting a dynamically
generated manifest to optimize bitrate
availability based on device to improve
quality of playback.
.m3u8

46. More Popular Titles Less Popular Titles
%ofSessionswithout
errorsandrebuffers
CloudFront
Other
CDNs
METRO ARCHITECTURE
CloudFront
We also use AWS innovation for VOD content
• Achieved through
adjacent pre-fetching
• And other video packet
delivery optimization

47. • Large scale deployment of high quality video via
the cloud is now possible and is happening
• Balance is required to create and maintain
customer satisfaction and trust
• Cloud workflows can be engineered to be as
resilient and reliable as on-premise workflows
Conclusion
47

48. Thank you

49. Expert Panel Discussion Q&A
Moderator: Keith Wymbs
Hardys Eggum
Head of IT & Technical Operations, Synacor
Euan McLeod
Global Head of Live Video Streaming, Amazon Video
Evan Statton
Solutions Architect, Elemental