sdv overview

8/2/2019 SDV Overview

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2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialCisco Days SDV 1

Switched Digital Video (SDV) Overview

Robert Kidd

Subscriber Network and Applications Engineering


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SwitchedDigital Video

Business Drivers and Viewership Dynamics


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Why Switched Digital Video?

Powerful bandwidth management tool

Decouples bandwidth from offered content

Works on existing MPEG-based set-tops

Fully supported on existing S-A set-tops

Enables new programming offerings

Premium, ethnic tiersenables the long tail

Transparent to consumers

More choice - no change in viewing experience

Improves visibility to consumer demand

Provides detailed viewership data

Can be used to enhance targeted advertising

A key component of Next Generation Networks


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HDTV is penetrating the mainstream market

HD programming is expanding

14-18 HD channels in most major

markets today

DirecTV by 2007 will offer 150 national

channels in HD and 1,500 local

broadcasts

Dish adding 7 new HD channels on

February 1, totaling 25 HD channels

More niche networks launching HD

(MTV just launched; HGTV and Food

Network launching HD programming

by mid06)

Consumer purchase of HD

televisions on the rise

Roughly 40% of U.S. homes to have 1

or more HD televisions by end of 2007

Prices of HDTV sets continue to

decline

0

50

100

150

200

250

300

350

400

1998 1999 2000 2001 2002 200 3 2004 2005 2006 200 7 200 8 200 9 2010 2011 2012 201 3 2014 2015

Analog TV sets

HDTV sets

283M/16M HDTV

Only 6-7 M televisionsconnected to HD Service

(2.6 TV per HH)

353M

(2.8 TV per HH)

256M

96M

TV sets in US HH (mil.)

Source: Kagan, 2005, CEA, S-A Estimates

0

50

100

150

200

250

300

350

400

1998 1999 2000 2001 2002 200 3 2004 2005 2006 200 7 200 8 200 9 2010 2011 2012 201 3 2014 2015

Analog TV sets

HDTV sets

283M/16M HDTV

Only 6-7 M televisionsconnected to HD Service

(2.6 TV per HH)

353M

(2.8 TV per HH)

256M

96M

TV sets in US HH (mil.)

Source: Kagan, 2005, CEA, S-A Estimates

$100K+

23%

Under

$25K

21%

$50K-

$75K

19%

$25-

$50K

22%

$75K-

$100K

15%

HH Income ofHDTV owners

Source: Forrester's Consumer Technographics Q2 2005 North American Survey


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Example: DirecTV has suggested that nichecontent is helping to drive their growth

our PARA TODOS product added 120,000 net subscribers in thequarter

We now have 700,000 subs in the PARA TODOS package, that isdouble where we were at the beginning of 04.

Source: May 2, 2005 DTV Q1 2005

The DirecTV Group, Inc. Earnings Conference Call


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Another niche experience: Dish Networks now offersextensive international programming options

AfricanABN America - $14.99/mo.

Armenian

Armenia TV - $14.99/mo.

Arabic

15 channels - $39.99/mo.

Al Jazeera Kuwait TV

Chinese


Farsi


French

3A Telesud - $14.99/mo.

German

Polish

1 channel - $14.99/mo.

Greek


Israeli

Israeli Network - $19.99/mo.

Italian


Japanese

TV Japan - $25.00/mo.

Korean


4 channels - $38.99/mo.Portuguese Russian

South Asian Tagalog Urdu

TV Globo - $19.99/mo. 2 channels - $24.99/mo. 6 channels - $49.99/mo. 1 channel - $14.99/mo. 3 channels - $34.99/mo.

The high price of these offerings demonstrates the value to niche consumers.


7/31 2006 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialCisco Days SDV 7

Switched Digital Video

SwitchedChannels Everyone could get

their own specialchannels: increased

appeal of overallpackage to ALL

subscribers

BroadcastChannels

Next 10

5-10Viewers

Next 30

1-5Viewers Next 200+

< 1Viewer

Typical Viewership at a node

Top 4

>30Viewers

A

udience

Broadcast

Channels

Current Analog & DigitalBroadcast ApproachOnly the most

popular channelsare offered due

to capacityconstraintsUnused

Capacity

SDV Drives a Paradigm Shiftin Bandwidth Management

The Long Tail

Within any service group,NOT every channel iswatched all the time



Switched Digital Video Will Enable Cable Sites toDeliver More Content Than Ever Before, While UsingExisting Hardware

Headend Hub

Headend Hub

Todays Broadcast System

Our Switched Digital Video (SDV) System

Service

Group

ServiceGroup

All Programs AreBroadcast to AllSubscribers Allthe Time

Programs AreTransmitted to aService GroupOnly When a

Subscriber inThat Group IsActivelyWatching Them

SDV Sends Programs to Subscribers Only in Areas Where

Programs Are Being Requested in Real-Time



Potential Bandwidth Gains with SDV

Traditional Broadcastwith Statistical Mux Switched Digital Video

200

ProgramsOffered

17QAMs

HFCBandwidthRequired

300

ProgramsOffered

25QAMs


200

ProgramsOffered

6-8QAMs


300+

ProgramsOffered

nQAMs


Bandwidth scalesas number of

channels offered

Immediatebandwidth

savings

HFC bandwidthscales based on

viewership

HFC bandwidthrequired is

independent ofnumber of

offeredchannels

MSOs can save bandwidth by delivering programs based on viewership



Viewership Ranking

Cumulative Viewership Seconds - Saturday

0.00E+00

5.00E+07

1.00E+08

1.50E+08

2.00E+08

2.50E+08

3.00E+08

264 254 244 234 224 214 204 194 184 174 164 154 144 134 124 114 104 94 84 74 64 54 44 34 24 14 4

Program Rank, Most Popular to Least Popular

CumulativeViewership(Second

s)



Peak Usage Over Time - SaturdayService Group GC10 - 1108 Tuner

Unique Stream Usage over Time - Saturday

Service Group GC10 - 1108 Tuners

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Time

UniqueStream

s

264 non-VOD Unique Streams Bottom 100 non-VOD Unique Streams

Bottom 200 non-VOD Unique Streams Bottom 150 non-VOD Unique Streams

GC10 Peak for 264 Channels is 138

GC10 Peak for the lowest ranked 200 Channels is 79



Scientific Atlanta



Peak Usage vs. Service Group SizePeak Usage vs. Service Group Size - Saturday

0

20

40

60

80

100

120

140

160

180

300 500 700 900 1100 1300 1500

Service Group Size (Tuners)

PeakUsage(Streams)

1 thru 50 1 thru 100 1 thru 150 1 thru 200 1 thru 264

Fit - 1 thru 50 Fit - 1 thru 100 Fit - 1 thru 150 Fit - 1 thru 200 Fit - 1 thru 264






Scientific Atlanta



SDV Gain vs. Offered Programs

Gain vs. Offered Programs - Saturday

0

5

10

15

20

25

0 50 100 150 200 250 300

Number of Offered Programs

(Ordered from Least Viewed to Most Viewed)

Gain(N

umberofOfferedPrograms/

PeakUsage)

Scientific Atlanta

500 Tuners

1000 Tuners



SwitchedDigital Video

An Open Architecture



SA Switched Digital Video Status

HistoryTWC re-engaged on IP-based approachlate 04

TWC Issued RFP for IP-based architecture - in April 05

Cross-vendor tweaks to spec completed - April-July 05

Specifications and open protocols publishedJuly 05

Functional end-to-end system in S-A labOctober 05

StatusSA first to market with the TWC Phase II SDV solution

TWC Albany Multiple hubs provisioned, deploy to friendlies this week

TWC Oceanic Design complete, switching on test hub in the headend

TWC Rochester Design in process

SR 4.2 beta code installed at multiple TW sites and at other MSOs

SDV Production Installations and Beta Trials also underway at otherMSOs



BulkEncryptor HFC

Network

Open IP Architecture forSwitched Digital Video

Settopwith

SDV Client

Video

Content

IP Network

MiniCarousel

Control

IP Network

VideoSources

ChannelChange

Message

SessionBinding

GroomedVideo

IGMP Join

Out-of-BandChannel

In-Band

Channel

Server InteractiveSession Request

EncryptedMulticast

Video

StagingProcessor

SDVServer

MasterSRM

EdgeQAM

QPSK

ContentSources

SDVManager

Management& Provisioning

ShellSessionSetup

Open Interface Specification

Video Content

Management

All interfaces are open and published

Separates server from switch

Based on IP Multicast Separates switch from QAM

VODPump

Enables QAM Sharing



SDV Equipment Typical Rack Elevation



2) Join multicastfor SDV ch8

DNCS w/App-Independent

Session andResource

Manager (SRM)

GQAM

VOD

Pump

0) Channelchange

to SDV ch8(HD)

3) SDV ch8 (HD)

-3) Give me 36x 625kb/s sessions

-6) set up CBR SPTSIP unicasts to Netcrypt

-1) Take sessionIDs 1-36 on GQAM X

1) Use sessID 12for HD-SDV ch8incl: actual bit rate andmulticast addresses

4) SDV ch8

1) Buy VOD

Movie

3) Send VOD Movieto GQAM X

4) Movie5) Movie

6) Movie

ServerInteractiveSessRequest/response

Movie37

Headend

SDV / VOD Session Setup Messages

DCMStaging

Processor

2) MiniCarousel

SDV ch8 (HD)12

SDV

Manager-4) Provision SDV Servers

-5) set upmulticast

CF sessionson Netcrypt

-5) DNCS sendsSourceIDs,multicast

addresses,bit rates

to SDV Manager

2) Tune toGQAM X

DNCS 4.2Master SRM

SDVManager

SDVServer

Netcrypt

DCMStaging

Processor

Hub



QAM Sharing Better utilization of

QAM resources

Lower probabilityof blocking withless combined

overhead Better network

resiliency withlarger QAM pool

Planning byaggregate demand

No strandedcapital

AvailableCapacity ForBW Request

Available

Capacity ForBW Request

AvailableCapacity ForBW Request

LowerBlocking

Probability

ImprovedService

Availability

X



QAM Carriers RequiredWith and Without QAM Sharing

Bottom 150 Broadcast and VOD Channels - Saturday

Service Group GC10 - 1108 Tuners

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Time

Streams

0

5

10

15

20

25

30

35

40

45

50

Active VOD Streams Bottom 150 non-VOD Unique Streams

QAMs Bottom 150 (w/o Sharing) QAMs Bottom 150 (w/ Sharing)

Q

AM

s

Scientific Atlanta



SDV Network Redundancy

N:1 Server BackupUp to 8 servers backed up by a single server for highavailability and hitless upgrades

IGMPv3 Source Specific Multicast (SSM)

Redundancy of network attached devices (Netcrypt,encoders, and DCM)

Mini-carousel

Provides in-band tuning information in cases where out-of-band communication fails



1:n Redundancy SDV ServerRedundancy

State Data

State Data

State Data

State Data 1

State Data 2

State Data n

Database Synchronization Protocol- Database transfer- Change of state indications- Heartbeat

.

.

.

.

.

.

.

.

PrimaryServer

1

PrimaryServer

2

PrimaryServer

n

StandbyServer



Source RedundancyUsing IGMPv3 Source Specific Multicast (SSM)

GQAMRouter

Source 1

Source 2

Source 1Multicast X

Program X

Pgm X OKPgm Check

GQAMRouter

Source 1

Source 2 Pgm X BAD

GQAMRouter

Source 1

Source 2

Source 2Multicast X

Program X

Pgm X OK

JoinSource 2for Program X

Pgm Check

Pgm Check

1) Nominal

3) Recovery

2) Fault



Mini Carousel

SDV Server:

Updates mini carousel dynamically

Sends mini carousel to SDV client over IP multicast

Multicasts mini carousel update even if reverse path is impaired orcongested

SDV Client:

Checks mini carousel to see if channel is available

Alternative, fast tuning mechanism if channel is already available onswitched tier

Ability to tune available channel even if reverse path is impaired orcongested

Mini Carousel provides resiliency in the eventof a reverse path outage or congestion


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SDV Session Resiliency

Bandwidth ReservationPrevents fragmentation of bandwidth across multiplecarriers

Bandwidth Reclamation of Idle Sessions

User-defined timeouts for marking available sessions

QAM Re-assignment

Sessions on failed QAMs will be re-assigned based on

active viewers


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Session and Resource Manager (SRM) must manage QAMbandwidth intelligently to reserve enough contiguous BW for HD

In the example below*, all QAMs in the service group are filled to a point wherethere is more than enough total bandwidth available for the requested HD stream,but no single QAM has enough contiguous bandwidth.

SD

HD

QAM 1 QAM 2 QAM 3 QAM 4

RequestedStreams:

HD streamBlocked!

Bandwidth available

for SD stream

Narrowcast Modulators feeding one Service Group

* Note: Any bandwidth can be requested.Standard Definition (SD) and HighDefinition (HD) are shown in theexample only for simplicity.

Bandwidth Management and ResourceReservation


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Bandwidth Management and ResourceReservation

QAM 1 QAM 2 QAM 3 QAM 4 QAM 1 QAM 2 QAM 3 QAM 4 QAM 1 QAM 2 QAM 3 QAM 4



As SRM begins to fill QAMs in a Service Group, it load balances among the QAMs

After all QAMs are filled to the point where the largest bandwidth (e.g. HD) would justfit, it then begins to fill QAMsone by one. It attempts to always maintain available contiguousbandwidth for the biggest streams.

It fills QAM 1 first... then QAM 2 and so on.

As sessions come and go

if load is high, it will fill the most full QAMs in order to preserve contiguous bandwidth.


If load is light, it will revert to balancing the load.


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QAM Re-Assignment

SDV Server is capable of re-mapping SDV sessions from a failedGQAM to an active GQAM feeding the same service group.

QAMs are load-balanced in light load conditions to minimize impact of outage

Availability improves with additional VOD/SDV carriers allocated

Priority is given to the streams with the most users

Q = Number of QAM ModulatorsBlue = Favorite Channels w/ 2 or more subs per channelGreen = Active QAM Carriers (demand)White = Inactive QAM Carriers (excess capacity)

d = Averagedemand per QAM

1-d =Averageexcesscapacity

perQAM

f = % active chswith >1 subs

QAM 1

QAM 2

QAM 3

QAM 4

SG1

SG2

SG3

SG4

FailedNormal Recovered

Favoritechsremapped

fromf

ailedQAMt

oexcess

capacityinremainingQ

AMs.

Singlesubchsdrop


1-d =Averageexcesscapacity

perQAM

f = % active chswith >1 subs

SG1

SG2

SG3

SG4


1-d =Averageexcess

capacityper

QAMf = % active chs

with >1 subs

SG1

SG2

SG3

SG4

Yellow = Failed (lost capacity)

Single Sub Channels Dropped(Type 2 Redundancy, 2.5 hrsoutage time)


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S-A Architecture Highlights

S-A / Cisco Benefits

Phase 2 ArchitectureTested

Open architecture based on IP Multicast protocolsand open interfaces to the QAM, Server, SDVManager, and Client

QAM Sharing

SDV and VOD sessions can share bandwidth,

requiring less RF spectrum and equipment

Integrated Client Faster boot times, rapid Mini-carousel auto-discovery, and full visibility to all channel changes

Bulk Encryption Netcrypt support in DNCS 4.2 eliminates need tomodulate/demodulate

IGMPv3 SSM Provides standards-based network and sourceredundancyMulti-CBR and HDsupport

Flexibility to optimize bandwidth utilization andability to offer new HD content on SDV tier


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S-A Feature Highlights

S-A / Cisco Benefits

Single ManagementSystem

SDV Manager provisions SDV servers andNetcrypt from DNCS 4.2

Server Redundancy N:1 Auto Backup minimizes down-time duringfailure or maintenance

SDV SessionRe-assignment

Provides session resiliency in event of a QAMfailure

GQAM support Leverage installed GQAMs which are Phase 2compatible with no need to upgrade hardware

Integrated VOD

Encryption

Netcrypt not required in shared VOD/SDVenvironment since session based encryption isaccomplished in the GQAM


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sdv overview

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