Peter Avis

2008 Cisco Systems, Inc. All rights reserved.
Cisco Public 1
Peter Avis
Market Manager Broadcast & IPTV
Emerging Markets
peavis@cisco.com
Broadcast Solutions
2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 22
Introduction
Market Dynamics and Ciscos Role
Solutions
Summary / Conclusion
Agenda
TV is going through its Biggest change since Color
How many of us see going back to Black & White TV?
The change to HDTV resolutions is minor compared to TVs
change to interactivity via PVRs, VoD, iTV, Quad Play integration, etc.
The IP and TV worlds are getting together
Video 2.0
Driving new network requirements
Video 1.0
Broadcast
Limited content
Few streams
Single device
One size fits all
content
Video 2.0
Personalized, On
Demand
Unlimited content
A stream per screen
Multiple devices
User generated content
VIDBLOGS.com
Traditional Sources Community Sources
Music
TV
Social
Networking
Blogs
Gaming
myspace.com: most
visited site, 4.5% of
all hits in the US
Skype: went from 0 to
100M users in 4 years
facebook.com: 20,000 new
accounts daily, largest
college-oriented site
YouTube: >120M video
streams viewed everyday
Experience Experience
Blogs: 60M per month
Video 2.0
Digital culture is evolving!!!!
All is happening today...... BUT
TraditionalBroadcast will stay
And, by going Digital, there are new posibilities
More channels
Combination with Internet for interactivity
Mobile TV
Subscription TV, pay per view
Content is king, Tx license is Gold
Introduction
Solutions
Disrupted Media Value Chain
Non-Linear Viewing
Advertising Divergence
Interactivity Engagement
Broadcast
Satellite
Wireline
IP TV
Cable
Content
Production
Content
Distribution
Content
Aggregation
Content
Packaging
Advertisers/
Agencies
Broadcast
Terrestrial
Network &
Facilities
Operator
Web 2.0
P2P
Devices
Internet
TV
More content
Key issues for broadcasters
Broadcasters are worried about competition from new media
players (internet)
Low cost, even home made TV production
Classic broadcast models are forced to change:
From TV production and distribution: the Channel
to content creator
The demand for content is growing but the value is
declining
TV production cost needs to go down
TV is delivered through and to many platforms
Flexible multi format distribution is key!
Content and Services convergence
TV/STB
PC/
Game
console
XPod
Mobile
phone
Cable
DTH
Mobile
ISP/Telco
Right
holders
Content
Producers
Right
Dealers
Programme
packagers
Aggregators
Access
Providers
Network
CPE
vendors
VOD
PUBLIC
Group
Group
65%
20%
9,9%
5,1%
FRANCE
100%
51%
49%
Carabes, Indian Ocean, South Pacific, Africa
56%
40,7%
5%
51%
Terrestrial
Analog
DTT
100%
Source: J MDs research
Change in Network Technology
2006 2009
0%
10%
20%
30%
40%
50%
60%
70%
S
D
H
D
W
D
M
/
D
a
r
k

F
i
b
e
r
E
t
h
e
r
n
e
t
/
I
P
A
T
M
D
T
M
S
a
t
e
l
l
i
t
e
Today
In 3 years
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
F
l
e
x
i
b
i
l
i
t
y
R
e
l
i
a
b
i
l
i
t
y
B
a
n
d
w
i
d
t
h
O
p
e
x
C
a
p
e
x
F
u
n
c
t
i
o
n
a
l
i
t
y
Example: Contribution Network Drivers for transformation
By 2009 IP will be 60% of investment!
Broadcaster
Industry
margin
Legacy
revenue
decline
Ads
Revenue
Impact
Content
Flow Mgd
Operational
Savings
Target
Industry
margin
Expense
associated
with New
Revenue
30%
EBITDA
50%
EBITDA
NEW
Service
Revenue
Impact
Broadcast Profitability Roadmap
Cisco
IBSG
Ethernet/IP lower cost for transport
10
100
1,000
10,000
100,000
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
$
/
P
o
r
t
/
M
b
p
s
/
M
o
n
t
h
SDH
ATM
GE
Source: BCR Sept, 2000 by Peter Sevcik, NetForecast, Waltham, MA
Cost of delivering bandwidth
LAN applications LAN applications
MAN applications MAN applications
WAN applications WAN applications
Cisco Broadcast Vision
Become the Broadcast industrys Business and
Technology partner of choice
as the industry transforms to adopt IP/IT
business and technology architectures
so that they can profitably compete for
customers & revenues
in an increasingly disrupted Media Value Chain
by adapting Ciscos network as the platform
for their transformation
Become the Broadcast industrys Business and
Technology partner of choice
as the industry transforms to adopt IP/IT
business and technology architectures
so that they can profitably compete for
customers & revenues
in an increasingly disrupted Media Value Chain
by adapting Ciscos network as the platform
for their transformation
Cisco Value Proposition
The Network as the Platform
Regionalisation
Video Aware IP Network
Video DNA IP DNA
DVB-S
C
o
r
e
1.Production
DVB-T/H
Spectrum
Mediagrid
Content
bridge
Omnibus
Archive
Domain
Deep
archive
nx10GE
nxFC
VLAN or
appliance service
layer
FW
Tapeless
CORE
2.Contribution
C
o
r
e
1.Production
Spectrum
Mediagrid
Content
bridge
Omnibus
Archive
Domain
Deep
archive
nx10GE
nxFC
VLAN or
appliance service
layer
FW
Tapeless
CORE
2.Contribution
C
o
r
e
1.Production
Spectrum
Mediagrid
Content
bridge
Omnibus
Archive
Domain
Deep
archive
nx10GE
nxFC
VLAN or
appliance service
layer
FW
Tapeless
CORE
3.Distribution
DVB-S
Regionalisation
DVB-T/H DVB-T/H
Video Aware IP Network
Internet
What Solutions can we Offer?
DVB-T Playouts and Distribution
Mobile TV (DVB-H)
Satellite DTH
Primary Distribution (Satellite & Telco)
Including Private/Business Networks
Fixed Contribution (Satellite & Telco)
Content Production & Archive Networks
Massively Scalable Data Networks
Digital Signage
T
V

D
e
l
i
v
e
r
y

TV Delivery Solutions
2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 19 19
Introduction
Solutions Digital Terrestrial
Broadcast Technology Trends
Analog
SDTV
MPEG-2
ATM/SDH circuits
Satellite DVB-S
General Broadcast
From
Digital
HDTV (slowly)
MPEG-4 (H.264)
IP network
Satellite DVB-S2
Increased Regionalisation
To
Source: Broadcast Europe, Dec 2006
DVB-T Digital Switch Over!
Source: Screendigest, Astra, Satellite Insider
E
U

M
a
n
d
a
t
e
MPEG-4 (H.264) Examples
Customer Application Reason for Choosing SA Key Products
SES Astra Sat DTH Statmux Scalability, VQ,
Service Management
DCM, D9600, D9032
Cyfrowy Polsat Sat DTH HD VQ, Statmux, Future
Proof Platform
DCM, D9054
Serbian Broadband
(SBB)
Sat DTH &
Cable
Trust in SA, Full prof
services delivery, ROSA
DCM, NDS scrambling & SI,
D9032
CanalSat IPTV & Sat
DTH
DCM advanced features
and power
DCM, Galaxy (Titan, Redus,
Indus)
SRG SSR idee suisse Sat Uplink HD VQ D9054
TV2 DVB-T SD VQ, DCM, ROSA DCM, D9034
AT&T IPTV SD VQ, SA video broadcast
knowledge, ROSA
Super & Regional Headends
>1000 MPEG-4 Encoders
D9154 & D9034
T-Online Hungary
(Matav)
IPTV SD VQ, Microsoft approved D9034, D9054 >100 channels
Slovak Telecom IPTV SD VQ, Microsoft approved,
customer refn.
D9034
DVB-T Cisco Market Share (2006)
Tandberg
10%
Cisco SA
34%
Grass Valley
20%
Harmonic CS
7%
Scopus
7%
Others
22%
Sample of SA DVB-T Customers
Country Example customers Head-end Distribution
Germany T-Systems, ARD (RBB,
BR, MDR, RB, SR)
YES YES
Spain Abertis, Landata YES YES
Italy Mediaset, RAI YES YES
Denmark BSD YES NO
Czech Republic CRa (Komunicacze) YES YES
Andorra STA YES YES
Norway TV2 YES NO
Ireland BE NO YES
Hungaria, Croatia,
Slovenia, Slovakia,
Romania, Lithuania,
Australia, Others...
Various YES YES
Why are Cisco SA Leaders in DVB-T?
Video quality
MPEG-2 & MPEG-4, SD & HD
MPEG-4 massive focus on video quality with full upgradability
Video processing/multiplexing
DCM most powerful platform on the market
100% software upgradable future proof
Low Total Cost of Ownership for Distribution network
Satelllite, IP or ATM solutions available
Most cost effective and reliable solution
End to end Management System
ROSA is most widely deployed NMS for DVB-T 1000s of sites deployed
Fully open many 3
rd
party products managed
Partnerships (CA, SI, Transmitter vendors) - all leading vendors
CA NDS, Nagra, Irdeto, Conax
SI EventIS, Divitech
Systems Integration and Support Services
End to end expertise in design, installation and integration
24x7x365 experienced support team
CISCO SA is the ONLY vendor with an end-to-end delivery solution
DVB-T Broadcast Architecture
Playout Operator
Acquisition
Digital Playout
Encoding
Multiplexing
Transmitter Operator(s)
Distribution receiver
Digital transmitters
Monitoring
Regionalisation
Local channels
Program Insertion
Network Service
Provider
Transmission network
Network interfaces
DVB-T Key Products
Encoders
D9022 MPEG-2 SD low cost
D9032 MPEG-2 SD
D9034 MPEG-4 SD
D9054 MPEG-4 HD
Advanced Multiplexing
DCM
IP statmux
Satellite Receivers
D9850
D9804 MTR
TITAN S2 (Galaxy)
Regionalisation
DCM
Control & Monitoring
ROSA
IP Routers
High-End Routers: 7600, GSR,
CRS1
Medium-Range Routers: 7200,
7300
Medium-Range Metro Ethernet:
ME3400, 3750-ME, 4K
IP Adapters
D9402, D9435
ATM Adapters
D9403, D9408
DVB-T Key Products
Encoders
D9022 MPEG-2 SD low cost
D9032 MPEG-2 SD
D9034 MPEG-4 SD
D9054 MPEG-4 HD
Advanced Multiplexing
DCM
IP statmux
Satellite Receivers
D9850
D9804 MTR
TITAN S2 (Galaxy)
Regionalisation
DCM
ROSA
IP Routers
High-End Routers: 7600, GSR,
CRS1
Medium-Range Routers: 7200,
7300
Medium-Range Metro Ethernet:
ME3400, 3750-ME, 4K
IP Adapters
D9402, D9435
ATM Adapters
D9403, D9408
Efficient Distribution of Multiple DVB-T
Transport Streams over satellite using the MTR
GPS
Mod
GPS
GPS
SFN Signal Frequency Network

1..7 x DVB-T
Transport streams
With MIP packets
2 x DVB-S2
Transport streams
6 x DVB-T
Transport streams
(same as original)
Digital Transport Formatter
Multiple Transport Receiver
Mod
Multiple TS Transport Concept (MTR)
Solution that combines multiple DVB-T or DVB-H Transport
Streams over satellite for SFN (or MFN networks)
Highly cost-effective
Secure, open and royalty free security (BISS)
Cost-effective receiver - up to 6 muxes from a single device
Optimized use of transponder bandwidth (DVB-S2, single carrier)
Low opex (in-band control)
Developed specifically for DVB-T and DVB-H SFN distribution
Achieving SFN over Satellite
SFN requires the data packets to be transmitted:
At exactly the same rate
At exactly the same moment
With exactly the same content
MIB inserter in uplink
DVB-T Modulator in Tx site
DCM DTF in uplink
D9804 MTR in each Tx site
Rear view
4 x RF
inputs
Up to 3 LNB
powered
2 redundant ASI Outputs
Per DVB-T stream
(Total: 6 pairs)
C&M
7 alarm relays
1 per DVB-T (6 total)
1 summary
RS-232 Control
Front to back forced air cooling
Redundant AC
powering
D9804 MTR - Multiple Transport Receiver
ASI
input
DVB-T Summary
Cisco with Scientific Atlanta provides the most cost
effective end-to-end delivery solution
Satellite, ATM and IP
High Focus on Video Quality
HD & SD MPEG-4 core technology
We are the leading DVB-T vendor
Products, Solutions, Services
Introduction
Solutions Mobile Broadcast TV
A Global, Open standard to deliver Broadcast
Television to Handheld devices
Based on Digital Video Broadcasting
Terrestrial (DVB-T)
Widely used in the industry and in millions of
TV sets around the world
DVB-H is a highly efficient, one-to-many
delivery model
DVB-H
Broadcast - Telecom Convergence
2.5/3G Network
Broadcast
Transmission
Web surfing
E-mail
Chat
File Download
Live TV
ESG
Content Delivery
Interactivity +
Personalized services
Global services
Broadcast and Unicast
are Complimentary Technologies
Ranking by Frequency
Viewing Frequency
A
A B
B
UNICAST
Limited Subscribers
per Cell
CISCO Lead
BROADCAST
Unlimited Subscribers
SA Lead
In-Stat Survey on Mobile Video Interest
Out-of-band =
DVB-H or
MediaFlo
Free-to-air =
ATSC/DVB-T
Video Clips =
3G
Cable-centric =
Quad Play
36%
Very or Extremely
Interested
Forecast Mobile Video Take Up
Worldwide Users
Tipping Point
Strong interest from the vital <35 age category
Anti-churn
ARPU increase
Competitive pressures
Acceptance of Mobile TV is high
Operators will Introduce Mobile Broadcast TV
Why DVB-H?
Most widely agree standard in Europe
EU Recommendation
Technically very well suited
Solution for increased battery life
Ability to work with small antenna
Handles typical mobile reception issues (e.g. Shadowing, dopler effect)
Commercially well suited
Modification of existing DVB-T standard
Widely supported by vendors
Transmission network can be reused
What are the Hurdles for Broadcast Mobile TV?
Legislation
Spectrum availability and licenses
Mobile Network Operator consortiums (anti-compete)
Business Models
Expensive infrastructure and operational costs
How much will users be willing to pay?
Advertising models
Technology
Availability of handsets
Format battles (DVB-H, MediaFlo, CA, ESG etc)
How to add interactivity
CISCO SA Assisting Service Providers Rollout
Mobile TV
Ensure highest quality service introduction
Reduce the costs for service roll-out
Infrastructure costs
Operational efficiency
Provide future-proof path for enhanced features
Best Products
Professional
Services Expertise
Cost-effective
Distribution
C&M System
Easy Upgrades
Open
Architecture
Cisco Mobile TV Broadcast Solution
from the Broadcast Experts
Targeting DVB-H
4 Parts to the Solution
Channel Acquisition
Video Head-end
Distribution to transmitters (ATM, IP or Satellite)
End to end monitoring
Providing Design, Installation, Integration and Support
Our unique expertise: DVB-T systems leadership
End-to-End Solution for
Mobile Broadcast TV (DVB-H)
Satellite
Modulator
Satellite Distribution
DVB-S/DVB-S2
Program
Acquisition
MPEG-4 SD
Encoders
CA System
ESG Server
IP Encapsulation
SFN Adaptation
Headend
Program filtering
SFN Adaptation
SFN/MFN
Modulator
SFN/MFN
Modulator
ROSA Element, Network & Service Management
Distribution Transmission
Cisco offers
Open, standards-based architecture
System Monitoring & Management
Extensive experience with DVB deployments
Full system design, installation, integration & support
Solution partners
ASI to IP
Adapter
IP
Satellite
Receiver
SFN/MFN
Modulator
Envivio in 30+ DVB-H Trials and Deployments
Teracom
Expway DVB-H Presence
The Leader in Mobile TV ESG Solutions
Worlds first deployed ESG solution
Commercial deployed by leading operators
Selected by leading handset manufacturers
On-goings trials
Italy
UDcast DVB-H Presence
34+Fields trials of DVB-H equipment, including Finland, France, Germany, USA, South Africa, Italy,
Switzerland, Spain, China, Australia, UK, Malaysia, HK
Installed base of more than 120 IP Encapsulators and 40 IPE-Managers (UDcast)
SA DVB-H Distribution Solutions
Product Options
Satellite Receivers
D9850
D9804 MTR
TITAN S2 (Galaxy)
Regionalisation
iSplicer (UDcast)
ROSA
IP Routers
High-End Routers:
7600, GSR, CRS1
Medium-Range Routers:
7200, 7300
Medium-Range Metro
Ethernet:
ME3400, 3750-ME, 4K
IP Adapters
D9402, D9435
ATM Adapters
D9403, D9408
D
i
s
t
r
i
b
u
t
e
Open System based solution
Cisco has massive experience in
integrating and supporting Open Systems
Best in class Partners
Competitive pricing
Full freedom to select new features
Multiple vendor choice

Mobile TV (DVB-H) Summary
We offer full video systems integration for DVB-H
Based on massive experience in DVB-T
Providing a best of breed and open solution
Channel Acquisition full range
Video Head-end best quality, best features
Distribution to transmitters most cost effective
End to end monitoring full confidence
Introduction
Solutions Video Contribution
Market Dynamics
What is happening?
Cost for Terrestrial Delivery is Dropping
Fiber availability increasing
Content Delivery Diversification
Multiple formats (resolution, codec)
Multiple devices
File-based and linear video
IP used for video distribution in Cable, Telco, and
Wireless Operators
Video over IP end to end - ADSL, FTTH
New and future video services demand highly
flexible and scalable transport architectures
Tuck School Study
In depth interviews with almost
half of all Contribution Network
operators (Broadcasters and
Network Operators) in Europe
A key objective - to investigate
trends in Contribution and
Distribution technology usage
December 06 to J anuary 07
Independent study
The Move to IP Based C&D
Tuck School Study
Showed that in 3 years time 60%
of Contribution Network
investments will be IP based
Main drivers
Flexibility
OPEX savings (convergence,
multiple services, low cost links)
Confirmed by specific customer
engagements
0%
10%
20%
30%
40%
50%
60%
70%
S
D
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D
W
D
M
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D
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F
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t
/
I
P
A
T
M
D
T
M
S
a
t
e
l
l
i
t
e
Today
In 3 years
Business Case for IP-based Transport
Flexibility
Fully adaptable capacity usage
New revenue generating services can be added
Configurable pt-to-pt and pt-to-multi-pt
Opex
Can utilise low-cost IP links
Convergence of multiple-networks massive savings on operations and
support
IP skills and knowledge widely available
Others
Non-proprietary choice, roadmaps, support, cost trend
Capex typically comparable although highly configuration dependent
Todays Typical Contribution Network
Satellite Satellite
Uplink Uplink
Production Production
Production Production
News News
Studio Studio
Post Post- -Production Production
Stadium Stadium
Playout Playout
Center Center
Tomorrows Video Contribution Network
IP Network Solution
C&M
Video Devices
Network Network
CISCO
IP / MPLS
Network
Provisioning
QoS
Cisco
Encoders
Decoders
Video
Adapters
Cisco
Scheduling
Monitoring
Control
Contribution and Distribution over IP
Networks
Key Solution Requirements
No Packet Loss, Low Delay & J itter for Video
No issues using hardware-optimized IP forwarding platforms & no
oversubscribed network for video traffic
Very Fast Convergence in Case of Failure
50ms is the target
Control of Resource Reservation
Strict reservation across pre-established network path
Cloudmodel resource reservation
Network Virtualization
P2P & P2MP connections
NMS integration for connection scheduling and provisioning
Main components of Ciscos IP Video
Contribution & Distribution Solution
Requirements:
ASI, SDI-SD & SDI-HD; GigE/FE
RTP/UDP encapsulation of video
Lossless compression options
P2P and P2MP video
Cisco IP Routers
MetroE Agg:
4500, 7604
IP Core:
7609, CRS1
IP Edge/MetroE Access:
7200, ME3400
D9430 (SDI-IP)
D9431 (SDI-IP with JPEG2000)
D9432 (HDSDI-IP with JPEG2000)
D9435 (ASI-IP)
D9402 (ASI Receiver)
Cisco video adapters
SA Encoders &
Decoders
Requirements:
High-Availability, Multicast, QoS, Security
L2/L3 IP/MPLS Services
High-Density GE/10GE
Model Model
Number
Target
Market
RX/
TX
Format Description
D9402 C&D Rx SD/HD
MP2/4
Compact IP to ASI Adapter
D9430 C Tx/
Rx
SD
SDI
SDI to IP Gateway
D9431 C Tx/
Rx
SD-SDI J PEG2000 SDI to IP Gateway
D9432 C Tx/
Rx
SD-SDI
HD-SDI
J PEG2000 HD-SDI to IP Gateway
D9435 C&D Tx +
Rx
SD/HD
MP2/4
ASI to IP Gateway
DCM (C&)D Tx/
Rx
SD/HD
MP2/4
ASI to IP Gateway
(FEC COP3 end of CY08, PoC Tx now)
IP Adapters Product Overview
All IP adapters integrated in ROSA and Dimetis
Choosing the Right OSS for Contribution
Applications
Two Solutions are Available:
ROSA (with or without Service Management)
ROSA NMS
Profile Manager & Macro Scheduling
Event Scheduler
Schedules device chain settings
Service Manager Oriented
Scheduling of Service Profiles
A session represent an active service profile.
Dimetis BOSS Manager
Service View
Integration with Cisco Configuration Manager
Complete Network Scheduling
NMS
NMS
Mediaset POC IP topology
May 2007
10GE
ROMCR1
ROMCR2
MILCR1
MILCR2
SEGER1 SEGER2
PALERM2
PALERM1
A/B
Switch
10GE
10GE
10GE
10GE
10GE
10GE
10GE
10GE
ROMER1
7600
7600
7600
7600
7600 7600
7600
7600
SA Galaxy
ASI
VIDEO
VIDEO
Video
Adapter
CORE
REGIONAL
REGIONAL
LOCAL
EDGE
Equipment:
15454 Optical
Layer
7600 Sup720
with 6704-10GE &
6748 LCs
Video IP
adapters
GE GE
GE GE
GE
GE
ASI
ASI
ASI
ASI
ASI
ASI
Video
Adapter
Video
Adapter
IP Contribution Summary
Video Contribution and Distribution is at a transition
point
Clear evolution towards IP-based networks
Open, flexible and operationally efficient
IP opens the opportunity to new business opportunities
Cisco and Scientific Atlanta are the only company with
the full end-to-end solution and expertise
IP is not a gamble its insurance!
TV Delivery Solutions by Cisco

Peter Avis

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2008 Cisco Systems, Inc. All rights reserved.

2008 Cisco Systems, Inc. All rights reserved. Cisco Confidential 18

SFN Signal Frequency Network

Best in class Partners

Full freedom to select new features

Multiple vendor choice

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