aws 2013 la media event: scalable media processing

Scalable Media ProcessingDavid SayedPrincipal Product Manager, Amazon Elastic TranscoderAmazon Web Services

© 2013 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.

Agenda

• Media workflows• Where AWS fits• Scalability• Cloud media processing approaches• Amazon Elastic Transcoder• Visual effects example• Broadcast playout to web publishing example

“I think cinema, movies and magic have always been closely associated. The very earliest people who made film were magicians.” — Francis Ford

Coppola

Between This Glass…

… And This Glass

Media Workflows: The Real Magic

Media Workflows: The Real Magic

Insert your

favorite workflows

here

Media Workflows: The Real Magic

Insert a few more workflows

here

Networks

Theatrical

DVD/BD

Online

Mobile Apps

Archive

MSOs

Media Workflows: The Real Magic

Insert a few more workflows

here

Networks

Theatrical

DVD/BD

Online

Mobile Apps

Archive

MSOs

Media Workflows: The Real Magic

Insert even more workflows

here

Featurettes

Interviews

2D Movie

3D Movie

Archive Materials

Stills

Networks

Theatrical

DVD/BD

Online

Mobile Apps

Archive

MSOs

Where AWS Fits Into Media Processing

Storage & Content Delivery

Deployment & Management

Application ServicesDatabaseCompute &

Networking

Where AWS Fits Into Media Processing

Storage & Content Delivery

Deployment & Management

Application ServicesDatabaseCompute &

Networking

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QC Auth

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Where AWS Fits Into Media Processing

Amazon Web Services

Inge

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Media Asset Management

Analytics and Monetization

Scalability

Scalability, Is It Really That Important?

The business wants the new library of content they just signed on the VOD site yesterday.

Scalability, Is It Really That Important?

A major event is taking place and will be live streamed to a worldwide audience.

Scalability, Is It Really That Important?

A second screen app ties-in with a prime time event and may have millions of simultaneous users.

Scalability == Agility

Media Processing Approaches

3 Phases

Cloud Media Processing Approaches: Phase 1

Phase 1• Lift processing

from on-premise and shift to the cloud

Cloud Media Processing Approaches: Phase 2

Phase 1• Lift processing

from on-prem and shift to the cloud

Phase 2• On-prem and cloud

hybrid model• Refactor workflow

and cloud-optimize

Cloud Media Processing Approaches: Phase 3

Phase 1• Lift processing from

on-prem and shift to the cloud

Phase 2• On-prem and cloud

hybrid model• Refactor workflow

and cloud-optimize

Phase 3• Cloud-native

architecture

A Transcoding Example

“Lift and Shift”• Run existing

transcoding software on AWS

A Transcoding Example

“Lift and Shift”• Run existing transcoding

software on AWS

Hybrid and Refactor• Run cloud versions of

existing transcoding software

• E.g. Digital Rapids, Elemental, Harmonic, Sorenson, Telestream

A Transcoding Example

“Lift and Shift”• Run existing transcoding

software on AWS

Hybrid and Refactor• Run cloud versions of

existing transcoding software

• E.g. Digital Rapids, Elemental, Harmonic, Sorenson, Telestream

Cloud Native• Managed cloud

transcoding service• E.g. Amazon Elastic

Transcoder, Encoding.com, Zencoder

Amazon Elastic Transcoder

• Built in response to customer demand• Designed for file-based high volume

transcoding• Simple, low-cost pricing starting at 1.5

cents per minute of output• Focused on OTT delivery formats

Amazon Elastic Transcoder Features

• Fully managed cloud transcoding service• Elastically scalable• Output to MP4, WebM and HLS• Integration across AWS services• Available in multiple AWS regions• API and SDK driven

How To Scale With Elastic Transcoder

• Architect around Elastic Transcoder• Use transcoding pipelines

Amazon Elastic Transcoder Block Diagram

Transcoding Pipeline 1

Transcoding Pipeline 2

Transcoding Pipeline 4

Kindle Fire720p Custom

Transcoding Job n Transcoding Job 2 Transcoding Job 1

Amazon S3 Input Bucket

Amazon S3 Input Bucket

Amazon S3 Output Bucket

Amazon S3 Output Bucket

Amazon S3 Output Bucket

How To Scale With Elastic Transcoder

• Architect around Elastic Transcoder• Use transcoding pipelines• Use notifications

Cloud Media Processing Summary

• Three different ways to transcode in the cloud1. Lift and Shift2. Hybrid and/or refactor3. Cloud-native

• The right answer? It depends on your scenario

A Visual Effects Example

Visual Effects in Cloud

“Atomic Fiction has figured out how to use cloud computing to its advantage, recently delivering 400 shots in only four months for Flight, Zemeckis’ return to live action. It’s a business model that’s being viewed as the future of the industry.”

Bill DesowitzOwner ImmersedInMovies.com

Contibuting Editor to Animation Scoop

<video>

Visual Effects Summary

• High-resolution pre-release material• Only pay for what you use• Elasticity: scalability when you need it• Standard visual effects workflow using

ZYNC plug-ins with Maya, Mental Ray and Nuke

A Broadcaster Example:Playout to Web Publishing

Project Objective

• Get broadcast content to VOD player ASAP• Enable editorial clipping and review• Create many different renditions for

output devices• Elastically scale for high-demand

situations (e.g. breaking news and sporting events)

• Deliver agility for different types of processing

Playout To Web Workflow

SDI Feed

Program Data Feed

Broadcast Encoder

Live Ingest Logic

Business Rules

Amazon Elastic Transcoder

Elemental Transcoder

DRM

QC

Editorial Clipping

MAM

Amazon S3Re-assembled

Mezzanine

Amazon S3Distribution Renditions

Best Practices For This Project

• Componentize, decouple and be stateless• Design for failure• If data is in motion, use queues• Run at least 3 of everything• Log everything• Use frameworks where possible

Project Results

• Quicker turnaround time• Only pay for what they use• Ability to support greater number of target

platforms• Extremely resilient• Better control over assets

Parting Thoughts

• Using AWS for scalable media processing is a reality

• Different ways to architect:– Lift and shift– Hybrid and refactor– Cloud-native

• Start now

More Information

aws.amazon.com/digital-mediaaws.amazon.com/architecture

aws.amazon.com/training/architectureaws.amazon.com/elastictranscoder

www.linkedin.com/in/davidsayed