This session will walk you through numerous solutions related to media use cases including high speed media ingest, storage, processing, transcoding, analytics, streaming and low latency content delivery scenarios on the AWS cloud. Also find out how media companies are using AWS today to vastly improve their offerings with faster time to market.

1. Santanu Dutt
santanu@amazon.com
Media Industry Use Cases on AWS

3. Aaj mere paas Videos hain …. Streaming hain
…. Rendering hain …. Content hain
….Analytics hain ….
Tumhare paas kya hain …?

4. Customers change viewing habits fast

5. So you need to build and adjust fast

6. Ingest and Storage
• High speed ingest
• Library storage and archiving
Processing
• Encode/Transcode
• Encryption, watermarking
• Rendering
Manage
• Content/asset management
• Analytics, reporting, log analysis
• Workflow Management, job scheduling, automation
Delivery
• Audio and video streaming of Live and VOD content
• Static image distribution (web page chrome and images)
Media Workloads on AWS

7. Media Industry Requirements
• Ingest and Storage – cost & speed, storage & archival
• Scalable Compute – processing and workflow
• Standard formats delivered at low latency – reach all devices & users
• Analytics and Reporting – monetize and manage
• Partner ecosystem – trusted solutions

8. Ingest and Storage – cost & speed, storage & archival

9. Media Ingest & Storage Architecture

10. Requirement: Ingest and Storage
• Tiered storage
– Current library (source and output formats) on site, back
catalog archived on tape offsite, etc.
• Content owners cannot keep up with scale – being forced to
look to outside storage solutions
– More content, higher resolution=larger files, more output
formats, etc.
• Need fast, inexpensive ways to move content into the cloud

11. 1,000,000 Media Files 1,000,000 Media Files1,000,000 Media Files

12. Ingest and Storage Solutions
Requirement AWS and/or Partner Solution
Tape conversion to digital • Partners (Inception Digital, Technicolor,
Deluxe, Fotokem, etc.)
High speed transfer • Aspera, TsunamiUDP, AWS Direct Connect
Scalable storage for source/output formats • Amazon Simple Storage Service (S3)
Archive/tiered storage solutions • Glacier, Panzura, AWS storage gateway
Media content management • Partner DAM/MAM (Alfresco, Magnolia,
etc.)
Metadata management • Partner CMS (Drupal, Wordpress, or OVP
solution), AWS DynamoDB, AWS RDS

13. Scalable Compute – processing & workflow
Raw Media
Job
Amazon S3
Transcoding Workflow
Amazon SQS
Website / CMS
EC2 SPOT Farm
Results / Failures
Transcoded O/P
Amazon SQS
Amazon S3
Reports Website

14. Requirement: Processing / Workflow
• Many types of processing tasks
– En/transcode, encryption, watermarking, packaging/segmentation
• Processing one file vs. an entire catalog
• Managing the process – workflow, automation, job scheduling
• Cloud can enable:
– New business models
– New pricing models
– Non-linear solutions

15. • Fully Managed Transcoding Workflow
• Elastically Scalable
• Cost Effective & Pay/Min.
• Integration to AWS Services
Amazon Elastic Transcoder

16. Processing / Workflow Solutions
Requirement AWS and/or Partner Solution
En/transcode
• Amazon Elastic Transcoder
• SaaS on AWS: Zencoder, Encoding.com, Sorenson
• Run on EC2: Elemental, Telestream, Rhozet, others
DRM
• PlayReady, Adobe Access, Adobe PHDS, Widevine
• SaaS: BuyDRM, Irdeto
Workflow • AWS Simple Work Flow (SWF)
End-to-End Solutions • Ooyala, Kaltura, upLynk, Irdeto

17. Standard formats delivered at low latency – reach all
devices & users
• Progressive Download (YouTube)
• Traditional streaming formats (RTSP, RTMP, etc.)
• Adaptive Bit Rate (ABR) - HTTP Streaming
– Microsoft Smooth Steaming - Xbox, Windows Phone, etc.
• Microsoft maintained/supported AMI available
– Apple HTTP Live Streaming (HLS) – iOS devices
• Segmenters for live and VOD only run on iOS
– Adobe HTTP Dynamic Streaming (HDS) - Flash
• Adobe maintained/supported AMI available
– MPEG DASH
• Future industry standard
Video Delivery Formats

18. Requirement: Distribution
• Customers need low latency, global distribution
• Ensure user experience to increase viewing times, monetization opportunities
• Content caching to reduce load on origin
• Reduce delivery costs
• Content Delivery Networks (CDNs) to help scale video distribution

19. Video Format Solutions
Requirement AWS and/or Partner Solution
Delivery to Flash clients
• RTMP VOD: FMS AMI, CloudFront Streaming Distribution, Wowza
• RTMP live: FMS Live Streaming CloudFormation
• HDS: FMS AMI, Wowza
Delivery to Microsoft clients
• Live and VOD: Smooth Streaming: IIS Media Services AMI, Wowza
Delivery to iOS clients
• HLS pre-chunking, FMS, IIS, Wowza

20. Content Delivery with Amazon CloudFront
• Global presence and Fast
• Can be used for static, dynamic and streaming content
• Elastic and Cost Effective
• Supports variety of protocols and devices

22. Analytics and Reporting – monetize and manage
• Customer / User stickiness
• Do you realize the potential in your
data?
• Increasing digital content each day

23. Big Data on the Cloud
Amazon Elastic Map Reduce
• Managed Hadoop Offering in the Cloud
• Integration with AWS services and 3rd party tools
• 1000s of customers ran over 5.5 million clusters on EMR last year

24. Partner ecosystem – trusted solutions
• Large media customers need solutions to their media needs
– They may love the benefits of AWS, but need higher level solutions
• Encoding, encryption, live streaming, etc.
• For AWS to be successful in the media industry, it is critical to build a rich
partner solution ecosystem on AWS
– Partners will also bring opportunities to us

25. https://aws.amazon.com/solution-providers?business_software_id=5&selection=business_software_id&type=isv

26. Mogambo … Khushh huaa !!

27. • One of the largest aggregator & publisher of Bollywood content
• Transcoding, mps3s/videos, gamebox, bollywoodhungama
• Benefited with faster time to market & the pay per use model
Hungama runs on AWS

28. • Video Streaming on AWS including NDTV.com
and NDTV Video
• NDTV Video which was a greenfield project on
the Cloud servers 10 million+ requests a month
• Moved other projects like NDTV Profit, NDTV
Social
• Mobile Streaming on AWS with Wowza and EC2
AWS gives us flexibility in terms of scaling our hardware based on our day
to day requirements. ---- Kawaljit Singh Bedi, CTO NDTV Convergence

29. Samsung runs Smart Hub on AWS, saves $34M
Problem:
• Needed to reduce IT costs for new application
Solution:
• AWS’s low, pay-as-you-go prices & reliable
services.
• With every user’s request, the Smart Hub
application authenticates devices, delivers apps
and content, and pushes notifications across
multiple devices.
Business Benefits:
• Saved $34M in hardware and maintenance
expenses, 85% less than running on-premises
• Reliability of AWS cloud has enabled Samsung
to be highly available to meet their SLA targets.

30. More than 25 Million Streaming Members
50 Billion Events Per Day
~ 25% of US Internet
~ 100% on AWS

31. S3
EMR
Prod Cluster
(EMR)
Ad-hoc
analysisRecommendation
Engine
~ One PB of data
Personalization
Netflix.com

32. Questions ?
santanu@amazon.com
@san_dutt