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Dan Marshall | SVP WorldWide Field Operations | Elemental Technologies – An Amazon Web Services company

2016.5.17

미디어 산업의 변혁을 가져온

Elemental

“WHY CLOUD COMPUTING?”

2006

TODAY, THE BENEFITS ARE VERY WELL KNOWN

?Move from operational

to variable costLower variable cost than most

companies can achieveNo need to

guess capacity

Agility, speed & innovation

Remove undifferentiated heavy lifting

Go global in minutes

• Industries

• Workloads

• Company Sizes

CUSTOMERS ARE EXPERIENCING THESE BENEFITS ACROSS ALL

BOLD MOVE IN 2009

Time Inc. is going all-in on AWS, migrating five of its global data centers to AWS. The company has already reduced costs by 75% across 80 web properties that deliver more than 120 million impressions each month.

THE DESTINATION FOR MANY ENTERPRISES: ALL-IN

BUT ISN’T MEDIA DIFFERENT?

WHY ARE MEDIA CUSTOMERS MIGRATING NOW?

-0.8%

-0.6%

-0.4%

-0.2%

0.0%

0.2%

0.4%

1-10 11-20 21-75 75-150 150+

Y/Y

Chan

ge in

% o

f Tot

al V

iew

ing

Hour

s Ca

ptur

ed

Network Groupings: Ranked in Order of C3 Hours Viewed

Y/Y change in % of total viewing hours captured (TTM thru Feb. 2016)

Top networks and tail networks have gained share at the expense of the middle.

Y/Y Change in Distribution of Viewing

Source: Pacific Crest, Rentrak 3/16

Trade capital expense for variable expense

Pay for media you store and process, as

you go

Benefit from massive economies of scale

AWS can adapt to your media storage and compute needs

Stop guessing capacity

Handle unpredictable and bursty media needs

Increase speed and agility

Decrease 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

DIGITAL MEDIA & THE CLOUD

Connecting viewers with content at massive scale

PERFECTING THE MEDIA EXPERIENCE

1. Drive down costs with elastic, cloud solutions

2. Optimize workflows for ingest and egress of premium content

3. Unify headends to scale and expand service offers

BUT THERE IS A BIGGER TREND AT PLAY: ON-RAMP TO THE CLOUD

Building a Better On-Ramp to the CloudTHREE USE CASES

1. Drive down costs with elasticity

SOFTWARE INFRASTRUCTURE IS NOW WIDELY DEPLOYED …

coverage

coverage

SolutionChallenge

Benefit

Rapid delivery of content with the flexibility to easily adopt new formats and standards ensuring service availability on all devices

Cloud-based resources provide elastic video processing capacity with dynamic scaling to absorb spikes in demand

Serve catch-up programming to millions of users per day across 1,000 multiscreen device types

BBC VIDEO FACTORY

• Video Factory captures live broadcasts and sends to Amazon cloud storage

• Processing jobs get picked up by idle transcoder or create new instance

• Elemental Cloud processes multiple H.264 ABR video streams

• Elemental Cloud ramps dynamically with processing demand on AWS EC2

Live TV

SOURCE CDN

AWS DataTransfer

STORAGE

AWS S3

ELASTIC VIDEO PROCESSINGDATA TRANSFER

AWS Direct Connect

iPLAYER DISPLAY DEVICES

BBC VIDEO FACTORY WORKFLOW

Minimum: 5 nodes

Peak usage: 80 nodes

• 19k hours / month

• 4,200 steady state

EXAMPLE DAILY ELEMENTAL CLOUD USAGE

Excess capacity

• 13k hours capacity

• 6,600 hours unused

ON-PREMISES COMPARISON

1. Drive down costs with elasticity

2. Optimize workflows for ingest and egress of premium content

BUILDING A BETTER ON-RAMP TO MEDIA IN THE CLOUD

coverage

coverage

Solution

Quickly and efficiently prepare 3,900+ hours of live and catch-up World Cup coverage for delivery to viewers on any OTT device

Challenge

Benefit

The platform provides an end-to-end second-screen solution for live streaming feeds, multi-angle content and VOD assets to sports fans

Elemental Cloud on AWS EC2 provided encoding elasticity with the ability to reliably deliver high quality, high resolution live content across multiple streaming protocols across the globe

Quickly and efficiently prepare 3,900+ hours of live and catch-up World Cup coverage for delivery to viewers on any OTT device

2014 WORLD CUP

• 10Mbps live HLS input streams delivered from Rio to Dublin

• Elemental Cloud services ingested up to 48 concurrent inputs

• Each input converted to 9 ABR outputs, 2 thumbnails, and 1 RTMP feed

• Content delivered to regional broadcasters via CDN

ELASTIC VIDEO PROCESSING

Live TV

STADIUMS FIBER

Accelerated

GLOBAL

Broadcasters

DISPLAY DEVICES

HLS Inputs to AWS S3

S3 STORAGE DELIVERY

AWS Data Transfer

2014 WORLD CUP LIVE STREAMING WORKFLOW

• Peak Usage: 140 nodes

• 15k total usage hours

ELEMENTAL CLOUD USAGE

• 111k hours capacity

• 96k hours unused

excess capacity

ON-PREMISES COMPARISON

1. Drive down costs with elasticity

2. Optimize workflows for ingest and egress of premium content

3. Unify headends to scale and expand service offers

BUILDING A BETTER ON-RAMP TO MEDIA IN THE CLOUD

AMAZON VIDEO LIVE STREAMING

Satellite and Fiber Network

SOURCE

LOAD BALANCER

DISPLAY DEVICESCDN 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 S3

AMAZON VIDEO LIVE STREAMING WORKFLOW

Live Workflow

AWS Components

ENABLING NEW WAYS OF CONSUMING LIVE TELEVISION

WE, LIKE YOU, ARE INVESTING IN INNOVATIVE TECHNOLOGIES

DevicesElemental SERVER

Amazon Elastic Transcoder

Elemental LIVE

Elemental STATMUX

Elemental DELTA

Elemental DELTA

Amazon CLOUDFRONT

Managed Network

Live

On Demand

S3

CMS / WFM DRM QC Ad Decision AWS Storage NAT Services Fingerprinting Watermarking

Interoperable Components

Appliance Virtual Machine

AWS Cloud

Supported Infrastructures

AWS + Elemental combines the most powerful video processing software with the most scalable cloud infrastructure

Source Processing & Management Delivery Display

Elemental CONDUCTOR

WORKFLOWS ARE NO LONGER LINEAR, THEY ARE MODULAR AND ELASTIC

COMPLETE SOLUTION REQUIRES TIGHT INTEGRATION

DISPLAY DEVICES

S3S3IP & HD-SDI

SOURCE

Storage

Amazon S3H.264 ABR

CLOUD DEPLOYMENT CDN

Amazon CloudFront

Live-to-VOD & JITP

3RD PARTY CDN

DRMCMS / WFM

Storage

QC

Ad Decision

Watermarking

Aligning with best of breed solutions remains a key to success

PROVING MEDIA WORKFLOWS IN THE CLOUD

VOD Workflow

DISPLAY DEVICES

IP & HD-SDI

HEVC

SOURCEON-PREMISES

Storage

Amazon S3H.264 ABR

CLOUD DEPLOYMENT CDN

Amazon CloudFront

Live-to-VOD & JITP

3RD PARTY CDN

Live Event Streaming Workflow

24/7 Live Linear Workflow

S3S3

Live-to-VOD Workflow

Pay TV Operators Content Owners Broadcast / Sports / Other

SOFTWARE INFRASTRUCTURE IS NOW WIDELY DEPLOYED …

• The cloud enables media and entertainment companies to connect premium content with viewers at massive scale

• Elastic cloud platforms help:§ Drive down costs§ Optimize workflows§ Unify headends

• Building a better on-ramp to the cloud can only happen with elastic architectures that are tightly integrated with 3rd party software

IN SUMMARY

Confidential

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