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VOD Basics, Part II Presentation to SCTE, Cascade Range Chapter

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Title: VOD Basics, Part II Presentation to SCTE, Cascade Range Chapter


1
VOD Basics, Part II Presentation to SCTE,
Cascade Range Chapter
  • Chris Brechin
  • Director of Technical Sales
  • cbrechin_at_ncube.com
  • January 21, 2003

2
Agenda
  • VOD Architectures
  • Transport Methods
  • Future Services
  • QA

3
VOD Architectures
  • Three types are typically scene
  • Distributed Centralized Hybrid
  • Considerations driving architecture
  • Space in the head ends and hubs
  • Fiber and connectivity in the plant
  • Operational costs

4
VOD Architectures - Distributed
  • A Video Server is each Headend and major Hub
  • Content is fully replicated in each location
  • Smaller footprint in each
  • Issue with distributing content
  • Operational costs are likely higher

5
VOD Architectures - Hybrid
  • Video Servers in some Headends and Hubs
  • Content in an 8020 configuration a central
    library
  • More space taken in each location, but less
    replication
  • Issue with moving content in real time

6
VOD Architectures - Centralized
  • One Video Server (location)
  • One or a few copies of the content
  • Largest single footprint, but best efficiency
    from many operational aspects

7
Trends Today . . .
  • Centralized
  • Taking advantage of less expensive transport
  • Transport costs are falling much faster than the
    cost of storage
  • Plus, operational savings are significant

8
Transport of VOD Streams
  • Two interfaces are the most prevalent
  • DVB-ASI
  • Gigabit Ethernet (GigE / GbE)
  • Transport scheme often uses Wave division
    multiplexing over optical fiber (WDM, DWDM, etc.)
  • Multiple wavelengths (near 1550 nm) are used
  • 16 to 32 wavelengths are now on the market
  • Each ? is used to support one link (ASI or GbE)

9
Interface DVB-ASI
  • Digital Video Broadcast Asynchronous Serial
    Interface
  • Designed and used to interconnect professional
    MPEG-2 equipment (270 Mb/s rate, 215 Mb/s
    payload)
  • For VOD, it typically supports 40 3.75-Mb/s
    streams or 150 Mb/s
  • Advantage is its ubiquity and native MPEG support
  • Disadvantage is its high cost

10
Interface Gigabit Ethernet
  • Uses the IEEE 802.3z (1000Base-X) and 802.3ab
    (1000Base-T) standard
  • Has gained strong following over the last year
  • Copper or optical interface can be used
  • GbE switch (not router) is often used for
    aggregation and directivity in a point-to-point
    application

11
Interface Gigabit Ethernet
  • For VOD, it typically supports 240 3.75-Mb/s
    streams or 900 Mb/s
  • Advantage is LOW cost!
  • Off-the-shelf, consumer volumes
  • More than 10 times improvement over ASI costs
  • Issue is applying a data interface to video
  • Only High-end GbE switches can be employed

12
Interface Gigabit Ethernet
13
The Future for VOD
  • Many varied services are envisioned for the VOD
    platform
  • SVOD Subscription VOD
  • FOD Free On Demand
  • NPVR Network Personal Video Recording
  • EOD Everything on Demand
  • Targeted Advertising

14
Subscription VOD
  • A monthly subscription service where the viewer
    can see the available programming as often as
    they like
  • StarzEncore, Showtime, HBO and others
  • Video accessible only to premium network
    subscribers
  • Series programs like The Sopranos are made
    available right after their initial showing
  • Becoming a very popular service!

15
Free On Demand
  • Just as it sounds . . . content that the customer
    may view without charge
  • Examples include MagRack, Movie Previews, Local
    Content, and Making of . . .
  • Aggregators, such as TVN, also have this kind of
    content for cable operators to offer

16
Network PVR
  • In other words, Tivo without the additional box
    or hard drive in the STB
  • Typically, programs are recorded in real-time and
    then made available for viewing as the program
    starts with seconds of delay
  • Great savings over hard drives in the STB
  • Issues with licensing and client navigation

17
Everything On Demand
  • Imagine all programming becoming a full switched
    and on-demand service
  • For example, only show C-SPAN when someone
    requests it, and use the spare bandwidth for
    other applications

18
Targeted Advertising
  • Heres how targeted advertising works
  • 1 An operator defines one or more avails placed
    before or after a movie or other on-demand
    content. (Including NPVR recorded programming)
  • 2 The profiling system and/or VOD Controller
    receive the ad schedule from the operators
    traffic and billing system. The VOD Controller
    distributes the ad files and alerts the operator
    of any missing ones.
  • 3 When a viewer requests the movie, the VOD
    Controller sends the viewers set-top address and
    other data, such as title requested, to the
    profiling application.
  • 4 The profiling application specifies which ad
    to play.
  • 5 Once the VOD session is set-up, the video
    server plays the ad and then the movie.
  • 6 The VOD Controller confirms successful play to
    the profiling application and/or the traffic and
    billing system.

19
Summary
  • VOD has moved from the next big thing to
    reality
  • It generates revenue
  • And the other guys (DBS) cannot provide it

20
Thank You!
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