#CNSF2011

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

#CNSF2011

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

OTT
#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
 350

300

250
Worldwide Users
(Millions)

200

150

100

50

2009 2010 2011 2012 2013 2014

Source: Generator Research, Internet Television 2010-2014

OTT will be 3rd largest video delivery method, after Terrestrial and CATV
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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
 #CNSF2011
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 #CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6
 Provider systems Videoscape Enabled Services
Subscriber Live / Linear On-Demand Cloud DVR
Billing
Mgmt

Cross Screen Companion … … Videoscape

Home
TV Schedules EPG/Catalog
Media Suite Legacy
RF STB
Unified CMS Store Front
Legacy
Entitlement IPTV STB
Unmanaged VOD
Publisher
Virtual STB Content Distribution
(Cloud UI) Media Videoscape
GW IP STB
Edge Cable,
Workflow Control Routing & xDSL,
Caching Connected
Service / Proximity Routing FTTH, 4G TV, PC &
Media Acquisition Tier
Managed VOD Tablet
CDN Tier Soft Client
AS Series CDN Tier
IP Video (Data Center) (Core / Aggr
OTA/Sat/Network Media
Compression Routing) CDS
Processors
Linear TV Streamer
On the Go
Cisco Virtual
Transcode Origin Notebook &
Manager Services Tablet
CDS Content 3G/4G
Acquirer CDS Cache ASR9K & WiFi Soft Client
Encapsulator /
ABR Packager (Video
Unknown Service Smartphone/
ASR5K Module) Tablet
Mobile Content Mobile Soft Client
Adaptation Engine Video GW

Advanced Reporting Recommen Social

Advertising & Analytics dations Networks
Conductor
Session Connection Device Client
Alert Manager
Manager Manager Manager Frameworks

#CNSF2011
End to End System Management
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
 Players
And Widgets
CMS Entitlement Publisher
API’s/Web Services

OSS/BSS

Content Client
Entitlement Publishing
Management Technologies

• Multiple content formats • Product/Offer rules creation • Feed aggregation & • Player Framework
• Sophisticated content harmonization & Widgets
• Subscription, rental, EST,
bundling ad-supported models • Multipoint catalog • Streaming & Download
• Customizable metadata supported publishing
• License acquisition
model • Category management
• Custom entitlement checks • Library management
• Metadata normalization prior to authorization • Playlist publishing
• Ad Network integration
• Extensible workflow • Multi-DRM framework • Search and Rating
• Transcoding & encryption • Customer Care functionality • Metering & reporting
• Distribution to delivery
network #CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
 AT&T U-verse Online Verizon FlexView Bell TV Online

Disney Movies Online Paramount Media Store Onet TV Catch Up #CNSF2011

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
 Content Sources Content Management System
Field
Extract, Mapping

Parser
Metadata Filter, Next-Gen STB
Normalize

Metadata Feed Mgr

Publisher

XSLT
Offer CRUI Server

Parser
Metadata
Management

Content
Management

Parser
Metadata Repository/
Storage
PC/Mobile/Tablet
Portal Server

Storage and Client-specific

Metadata Parse
Multiple metadata Search Engine feed formats
and Transform
sources

VOD and Linear EPG data combined for unified search & recommendation
#CNSF2011
XSLT = Extensible Stylesheet Language Transformations
CRUI = Cloud Rendered User Interface
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
 Bundle

Sub Bundle(s)

Component
Common Common
Entity Entity

Component
Common Common
Entity Entity

#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
• Policies
Policy
• DRM Profiles

• Affiliates Policy Definition

• Accounts / Users

• Entitlement Chains
DRM Profile
• Policy Profiles

• Rights Locker

• Customer Support Entitlement Profile

• Feeds

#CNSF2011
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 WMDRM WMDRM PlayReady WMDRM PlayReady DRM X
Player Player Player Player Player Player

Entitlement Entitlement System Entitlement System

System
Interoperable Domain

WMDRM WMDRM PlayReady

WMDRM PlayReady DRM X

Single DRM Multiple DRMs Interoperable Domain

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 • Generate ABR
• Retain high quality
• Synchronize streams
• Add metadata
• Multi-format Encapsulation

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 Powering
MLB.tv Premium VoD and Live Streaming

At a Glance
MLBAM is extending its services beyond baseball
to other organizations, handling the technology
infrastructure and customer support for the nearly
3,500 events each year, including the 2009 and
2010 March Madness on Demand (MMOD) for
CBS, NBA games, World Cup soccer matches,
Grand Slam tennis tournaments, and college
football games.

By The Numbers
8.3 million: Number of unique visitors for the
2010 CBS NCAA MMoD.
$37 million: Online advertising revenue
during the 2010 tournament
#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
 Powering

Zune Marketplace on Xbox Live

At a Glance

Microsoft transcodes tens of

thousands of titles available in the
Zune Marketplace on the Xbox
gaming console.

By The Numbers

18: Percentage of revenue Zune

Marketplace has in the digital video
content delivery, up 50-percent YOY.
20: Number of countries for which
VidLab Group prepares content.

#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
 Live Video
Source

IP or SDI input
IP output Adaptive Transport Streams
Stream 1 1280x720 3000 Kbps
Stream 2 960x540 2400 Kbps
A variety of
Stream 3 848x480 1800 Kbps different
Stream 4 848x480 1200 Kbps resolutions,
Stream 5 702x400 800 Kbps qualities and
Stream 6 512x288 500 Kbps frame-rates
Stream 7 400x224 200 Kbps
Stream 8 400x224 110 Kbps

ABR Encoder
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 Internet

ABR Encoder Streaming End Viewer

Media Server

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 Instantaneous capacity to destination

0s 2s 4s 6s 8s 10s 12s 14s 16s

3M
2.5M
2M
1.5M
1.2M
800k
600k
400k #CNSF2011

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
 ABR Encoder iPad.m3u8 iPhone.m3u8
HTTP Server

00:00 00:10 00:20 00:30 00:40

1600k Stream1.m3u8

1200k Stream2. m3u8

800k Stream3. m3u8

400k Stream4. m3u8

200k Stream5. m3u8

110k Stream6. m3u8 #CNSF2011

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20
 Fragments Non-Interleaved
Audio/Video

Media Asset * N
Profiles

#CNSF2011
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 Wire Format Media Server Index file Client

Fragmented Windows IIS Manifest Silverlight

MP4 Server (.ism, .ismv, .isma) Player

#CNSF2011
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 Wire Format Media Server Index file Client

Fragmented Windows IIS Manifest Silverlight

MP4 Server (.ism, .ismv, .isma) Player

RTMP Adobe Flash SMIL

Flash
Server
Player

#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
 Wire Format Media Server Index file Client

Fragmented Windows IIS Manifest Silverlight

MP4 Server (.ism, .ismv, .isma) Player

RTMP Adobe Flash SMIL

Flash
Server
Player

Transport Web Server Master M3U8

iDevices
Stream Stream M3U8s
segments

#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
 Wire Format Media Server Index file Client

Fragmented Windows IIS Manifest Silverlight

MP4 Server (.ism, .ismv, .isma) Player

RTMP Adobe Flash SMIL file

Flash
Server
Player

Transport Web Server Master M3U8

iDevices
Stream Stream M3U8s
segments

Android,
Blackberry
RTSP Darwin Server SDP file #CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
 Stream 1
Stream 2
Stream 3
Stream 4
Stream 5
Stream 6
Stream 7
Video Transport Streams Stream 8
Stream 1
Source Stream 2
Stream 3 Stream 1
Stream 4 Fragmenter/
Stream 5 Stream 2
Encoding Stream 6 Stream 3
Stream 7 Encapsulator
Stream 4
Stream 8
Stream 5
Stream 6
Stream 7
Stream 8

Stream 3
Stream 4
Stream 5
Stream 6
Stream 7
Stream 8

Stream 1 1280x720 3000 Kbps

Stream 2 960x540 2400 Kbps
Stream 1
Stream 3 848x480 1800 Kbps
Stream 4 848x480 1200 Kbps
Stream 5 702x400 800 Kbps
MPEG2 TS
Stream 6 512x288 500 Kbps Archive
Stream 7 400x224 200 Kbps
Stream 8 400x224 110 Kbps
#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
 Video Application Network (VoD Library, Live Encoder, Streaming Clients, EPG, Portal)

Content Streamer Content Acquirer Service Router CDS Manager

IP Network (Core, Aggregation, Access, Wireline, WiFi, 3G, 4G)

Content Streamer Content Acquirer Service Router CDS Manager

• VoD Streaming
• Live Streaming
• Concurrent Multi-Protocol
• Stream HTTP, RTSP, RTMP
• HTTP Download & PDL
• High Performance
• Detailed Reporting
• Ingest to Hierarchical CDN
• VoD Library Ingest
• Live Streams Ingest
• VoD Prepositioning
• Vod Dynamic Cache-Fill
• Live Dynamic Stream Split
• HTTP, FTP, CIFS, RTSP
• Content Request Routing
• Global Load Balancing
• HTTP, RTMP, RTSP, DNS
• Content and Load Aware
• Subscriber & Network Aware
• Integrates with BGP, OSPF
• Centralized Element Mgmt
• WebGUI and HTTP API’s
• VoD Delivery Service Mgt
• Live Delivery Service Mgt
• System Monitoring
• Capacity Monitoring
• AAA Server Integration

#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
 Published
Programming Content Internet
Content
Acquires Content in Multiple Formats
from Multiple Sources, Live and On-
Demand Centralized
Ingest and
Content Library /
Acquirer Arrays Storage
Independent Scalability of Content
Delivery Functions – Adapts to Any
Caching Nodes
Network Topology Caching Nodes
Massively
Scalable
Service
Very Low Latency Content Router
Caching Layer
Propagation for On-Demand and (CDN)
Real-Time applications
Streamer Highly
Arrays optimized
Guarantees non-stop Service Edge
Availability through Advanced Streaming
Resiliency Features

Intelligent Service Routing for Global

Network Routing and Service
Extensions
Entertainment Services Entertainment Services

On-Net Off-Net #CNSF2011

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
 • In-browser players in Flash &
Silverlight
Trick play controls, playlist carousel, multi-
resolution (std, full, widescreen)
Social / Viral – email a friend, embed code for
bloggers, post to social networks (MySpace,
Facebook, etc.)
Video playback, ad insertion & metering
DRM support

• Catalog & channel browser widgets

for embedding

• Download app provides offline

experience

• Full SDK for customization

#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
• Service providers expand on-
demand/linear solution to
unmanaged devices
• iOS & Android based tablets
• Digital Media: TV Shows/Seasons,
Movies/vDVDs, Music, Apps etc.
• Linear, On-Demand, “My Digital
Locker”
• State/history/ personalization in the
cloud
“iPad Companion App” enhances
collaboration between STB/Gateway
and 3rd Party devices
• Enhanced social networking
integration
• Full SDK to allow for both light &
deep customization

#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
• Service providers expand on-
demand/linear solution to
unmanaged devices
• Digital Media: TV Shows/Seasons,
Movies/vDVDs, Music, Apps etc.
• Linear, On-Demand, “My Digital
Locker”
• State/history/ personalization in the
cloud
“iPad Companion App” enhances
collaboration between STB/Gateway
and 3rd Party devices
• Enhanced social networking
integration
• Full SDK to allow for both light & Android
deep customization iOS

#CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved.
Windows Phone 7 Cisco Confidential 31
 Provider systems Videoscape Enabled Services
Subscriber Live / Linear On-Demand Cloud DVR
Billing
Mgmt

Cross Screen Companion … … Videoscape

Home
TV Schedules EPG/Catalog
Media Suite Legacy
RF STB
Unified CMS Store Front
Legacy
Entitlement IPTV STB
Unmanaged VOD
Publisher
Virtual STB Content Distribution
(Cloud UI) Media Videoscape
GW IP STB
Edge Cable,
Workflow Control Routing & xDSL,
Caching Connected
Service / Proximity Routing FTTH, 4G TV, PC &
Media Acquisition Tier
Managed VOD Tablet
CDN Tier Soft Client
AS Series CDN Tier
IP Video (Data Center) (Core / Aggr
OTA/Sat/Network Media
Compression Routing) CDS
Processors
Linear TV Streamer
On the Go
Cisco Virtual
Transcode Origin Notebook &
Manager Services Tablet
CDS Content 3G/4G
Acquirer CDS Cache ASR9K & WiFi Soft Client
Encapsulator /
ABR Packager (Video
Unknown Service Smartphone/
ASR5K Module) Tablet
Mobile Content Mobile Soft Client
Adaptation Engine Video GW

Advanced Reporting Recommen Social

Advertising & Analytics dations Networks
Conductor
Session Connection Device Client
Alert Manager
Manager Manager Manager Frameworks

#CNSF2011
End to End System Management
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
 #CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
 #CNSF2011
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34
Thank you.

#CNSF2011