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Ìn an "on·demand" world, consumers IncreasIngly expect to be able to watch vIdeo content
on theIr terms: any tIme, anywhere, on any devIce.
So when they begIn watchIng programmIng on one devIce - say, an H0T7 - they expect to
be able to seamlessly transItIon to another devIce lIke a tablet PC and have the content
follow wIth them.
To meet thIs consumer expectatIon, 6Jº of ÌPT7 servIce provIders plan to support
multI·screen vIewIng across PCs, tablets, and smart phones by 2012 (source: ÌnfonetIcs
ÌPT7 ServIces 0eployment StrategIes survey.)
Not surprIsIngly, managIng and delIverIng content through multIple dIstrIbutIon channels
- not just Cable and ÌPT7 but also over·the·top (DTT) to off·network users and devIces -
Is logIstIcally complex and Inherently dIffIcult.
What's more, fragmented vIdeo delIvery systems are dIffIcult to measure. When data on
content consumptIon and delIvery qualIty Is scattered across dIfferent server platforms,
there Is no unIfIed vIew and operators are challenged to make fact·based decIsIons.
WIth thIs whIte paper, we wIll reveal how It Is now possIble for Network ServIce ProvIders to
sIgnIfIcantly reduce the complexIty of deployIng vIdeo dIstrIbutIon servIces across multIple
channels and, In so doIng, better optImIze how they manage theIr networks and products.
ThIs can maxImIze customer satIsfactIon whIle lowerIng the operatIng expenses assocIated
wIth delIverIng a true "Follow |e T7" experIence.
DperatIng an ÌPT7 servIce Is complex In Its own rIght. |anagIng and delIverIng content
through several dIstrIbutIon channels - such as CAT7 7D0, ÌPT7 and DTT to subscrIbers
that are off·network - heIghtens that complexIty sIgnIfIcantly.
For starters, the network technology for each Is dIfferent, whIch Introduces the dauntIng
task of managIng:
A sIloed approach - use of a separate C0N and provIsIonIng workflow for each dIstrIbutIon
method - also Increases both capItal expendItures (CAPEX) and operatIonal expendItures
- Server capacIty cannot be shared across delIvery channels, preventIng optImal
- 0Ifferent skIll sets are needed to manage the dIfferent platforms
- |ore storage space Is requIred to store multIple encodIngs of the same content
|PEC·2 Transport Stream for tradItIonal ÌPT7 or Cable
T7 applIcatIons versus Apple HTTP LIve StreamIng,
|Icrosoft Smooth StreamIng or Adobe Flash 0ynamIc
StreamIng for DTT.
Pay·T7 provIders have tradItIonally utIlIzed dIfferent
7D0 server platforms for CAT7 and ÌPT7 servIces, whIle
delIverIng DTT content through a commercIal content
delIvery network (C0N) or theIr own C0N.
A unIñed ServIce Platform Is typIcally used In ÌPT7
and Cable T7 deployments, centralIzIng the sessIon
InformatIon whereas DTT solutIons commonly rely on
a more dIstrIbuted approach, wIth a web portal or an
applIcatIon and separate user and content databases.
Dn walled·garden networks, operators fully control
the path of theIr vIdeo content from encodIng through
dIstrIbutIon, whIle DTT delIvery may Involve a more
fragmented dIstrIbutIon of tasks among content owners,
aggregators, C0Ns, etc.
Cable operators, obvIously, wIll prIorItIze vIdeo content
above all else but "trIple play" operators need to balance
the capacIty needs of vIdeo, voIce, and data trafñc. DTT
operatIons are even more subject to the frIctIon that
arIses wIth competIng usage of the network.
ÌPT7 provIders must also have vIsIbIlIty Into operatIonal metrIcs - such as traffIc
dIstrIbutIon and capacIty utIlIzatIon - In order to optImIze network performance. However,
assemblIng a holIstIc vIew of these IndIcators becomes formIdable when the source data
Is strewn across multIple content delIvery solutIons (all of whIch capture dIfferent metrIcs,
use dIfferent data formats, and so on).
ThIs problem Is compounded by the need for actIonable, real·tIme reports so that servIce
provIders and theIr customers can make tImely, Informed decIsIons and swIftly address
To properly manage onlIne vIdeo content delIvery, servIce provIders must be able to drIll
down across multIple dImensIons to answer essentIal questIons such as:
- What percentage of user requests are successful:
- What are the sources of unsuccessful requests:
- WhIch asset categorIes appeal to a specIfIc geographIcal area:
- Where should addItIonal capacIty be provIsIoned:
- Are edge servers optImally provIdIng content to users wIthIn theIr geographIc area:
- What Is the lIfe cycle of a vIdeo asset:
SolvIng thIs problem requIres a unIfIed solutIon that enables delIvery over ÌPT7, CAT7, and
DTT channels wIth a sIngle workflow, sIngle set of server resources, and sIngle reposItory
of data. Such a solutIon must:
- |anage a varIety of streamIng servers to address the dIfferent vIdeo formats requIred by
the varIous players used In dIfferent means of dIstrIbutIon.
- Ensure that the rIght trackIng InformatIon Is transferred from one server to the other to
enable a true "Follow |e T7" experIence.
- Help servIce provIders to achIeve the best trade·off between storage and bandwIdth
requIrements by optImIzIng whIch vIdeo content should be cached on edge servers and
whIch should be delIvered from orIgIn servers.
- DptImally manage hardware capacIty by sharIng resources and balancIng loads among the
dIfferent dIstrIbutIon methods.
- Capture the enormous volumes of trackIng data generated by the dIfferent dIstrIbutIon
channels and consolIdate It Into unIfIed metrIcs dIsplayed In a sIngle, dashboard Interface.
The 8roadpeak · SkytIde SolutIon
The joInt solutIon from 8roadpeak and SkytIde addresses the key requIrements needed to
delIver a seamless user experIence across dIstrIbutIon channels and devIces.
- 8roadpeak's 8k|100 C0N |edIator makes It possIble to manage a varIety of streamIng
servers and streamIng formats. Ìn doIng so, It can process end·user requests In the best
way possIble, delIverIng vIdeo In the proper format, from the optImal server locatIon,
wIth the most favorable effect on load balance.
- 8roadpeak's C0N solutIon also acts as a common management tool to ensure that the
correct vIdeo placement InformatIon Is transferred from one server to the other; thIs
enables vIewers to stop watchIng vIdeo on one devIce and start from the same poInt on
- ThIs Integrated solutIon also helps servIce provIders to achIeve the best trade·off between
storage and bandwIdth requIrements by optImIzIng whIch vIdeo content should be cached
on edge servers and whIch should be delIvered from orIgIn servers.
- Key to a unIfIed approach Is also the abIlIty to measure vIdeo consumptIon and network
performance across CAT7, ÌPT7 and DTT channels and vIew the data through a sIngle,
consolIdated dashboard Interface.
8ecause 8roadpeak C0N |edIator Incorporates SkytIde ÌnsIght for Content 0elIvery
Networks analytIcs and reportIng, It Is able to provIde users wIth a complete vIew of
streamIng vIdeo performance In aggregate, as well as the abIlIty to vIew performance at
a very granular level by tIme, geographIcal, and content dImensIons.
T7 Everywhere enables Pay·T7 operators to provIde theIr authentIcated subscrIbers wIth
access to premIum content, streamed over the Ìnternet to all theIr connected devIces -
T7s, PCs, tablet computers or smart phones. ThIs frees subscrIbers to watch premIum
vIdeo content across devIces even when off·network.
8ut enablIng the T7 Everywhere vIsIon Is dIffIcult.
Foremost among the challenges Is that technologIes optImIzed for on·network delIvery are
typIcally not capable of delIverIng content off·network. CAT7 technology Is not capable
of InterfacIng to the Ìnternet wIthout sIgnIfIcant adaptatIon. Furthermore, the entIre
ÌPT7 technology stack has evolved to work only wIth fully·managed networks. EnsurIng the
same levels of qualIty and control across the unmanaged Internet presents a range of new
CompoundIng these technIcal challenges Is the fact that dIfferent devIces are desIgned to
work wIth dIfferent streamIng formats. |ultIply thousands of T7, PC, tablet PC and smart
phone models by more than half a dozen popular streamIng formats and the problem
The roll out of T7 Everywhere servIces has also been slowed because syndIcated research
servIces lIke NIelsen - whIch are used to set advertIsIng rates - do not currently measure
vIdeo on some devIces lIke tablet PCs.
8roadpeak Is able to surmount these obstacles because It can model a host of streamIng
servers to be compatIble wIth all the dIfferent streamIng formats such as Adobe Flash,
WIndows |edIa, Apple QuIckTIme, |Icrosoft SIlverlIght and more.
And because SkytIde's onlIne vIdeo analytIcs E reportIng Integrates wIth the 8roadpeak
platform to measure data natIvely across all of the supported dIstrIbutIon methods and
devIce types, the combIned solutIon can provIde operatIonal metrIcs across the entIre T7
Ìnternet servIce provIders have long provIded ÌPT7 servIces to theIr own broadband
subscrIbers. Ìn so doIng, they have become adept at Pay·T7 operatIons and marketIng.
ÌncreasIngly, these provIders have become Interested In extendIng the reach of theIr
servIces beyond theIr own ÌSP customers. ThIs Involves delIverIng theIr own Pay·T7
content over·the·top, off·network vIa other ÌSPs' networks. 0oIng so can benefIt the
operators In two ways:
- They can catalyze revenue growth by sellIng Pay·T7 subscrIptIons to an expanded unIverse
- They can reduce operatIonal costs and defer capItal expendItures by offloadIng some of
theIr bandwIdth costs.
However, operators pursuIng thIs strategy must fIrst determIne whether to delIver theIr DTT
vIdeo servIces through commercIal C0Ns or to buIld theIr own.
For those who choose the latter alternatIve, 8roadpeak's unIfIed C0N solutIon enables
delIvery of the same content to ÌPT7 and DTT subscrIbers from the same platform. ThIs
results In qualIty of experIence for DTT subscrIbers that Is sIgnIfIcantly better than
If delIvered wIthout a content delIvery network because the C0N enables vIdeo to be
delIvered much closer the end user over the operator's prIvate network.
Also, due to the spotty coverage of most global C0Ns, the vIdeo qualIty delIvered by
localIzed C0Ns Is lIkely to be better than that delIvered by "pure play" networks. Even
when delIverIng to other local ÌSPs' connectIons, a regIonal "Web T7" operator can
probably stream from a closer PDP than that of a commercIal C0N.
WIth SkytIde powerIng onlIne vIdeo analytIcs and reportIng, 8roadpeak allows network
servIce provIders to track vIdeo consumptIon and performance across both managed
and unmanaged networks. ThIs allows the operator to understand the true popularIty of
content assets, regardless of whIch channels the vIewers consume them.
Consumers IncreasIngly expect to watch onlIne vIdeo content on the go, on·demand, wIth
the abIlIty to seamlessly swItch between devIces to watch a sIngle pIece of content.
However, delIverIng content through several dIfferent dIstrIbutIon channels Introduces
substantIal complexIty and costs for ÌPT7 provIders who use a patchwork of separate
streamIng vIdeo solutIons.
- 0Ifferent streamIng formats, content management systems and workflows Introduce
- FeplIcatIng content for each network and employIng dIfferent teams to manage each
network adds to DPEX and CAPEX.
- Network ServIce ProvIders are unable to to get a complete, aggregated vIew of
operatIonal metrIcs because It Is fragmented across separate server solutIons, each of
whIch has dIfferent KPÌs and user Interfaces.
8roadpeak's C0N |edIator solves thIs problem by enablIng servIce provIders to combIne
management of ÌPT7, Cable, Dpen Ìnternet and |obIle dIstrIbutIon and to allow content
consumptIon on any devIce.
Furthermore, 8roadpeak's C0N |edIator offers advanced onlIne vIdeo analytIcs and
reportIng powered by SkytIde's patented technology. ThIs allows users to measure essentIal
operatIonal metrIcs In near real·tIme from a centralIzed dashboard. The aggregated vIew
across devIces and dIstrIbutIon channels enables operators to get a more accurate, detaIled
pIcture of network performance, user experIence, and content consumptIon.
For more InformatIon on 8roadpeak, vIsIt www.broadpeak.tv
For more InformatIon on SkytIde's onlIne vIdeo analytIcs and reportIng, vIsIt www.skytIde.com