Media and Entertainment in the Digital Lifestyle

1. CME04 Media and Entertainment in the Digital Lifestyle Gabriele Di Piazza Managing Director, WW M&E Microsoft Corporation

2. Agenda Key market trends Microsoft in M&E MSA & Harris Partner testimonial Cloud as platform for the future Origin Digital in the Cloud Partner Engagement and Resources

3. Search Social Mobile Blogs Internet Wikis The New World of Marketing E-mail _ + Radio Cable TV In-Store ? = Outdoor Hello Mail Print

4. Microsoft in M&E Film Broadcast Publishing Adverting Agencies

5. Microsoft in M&E Cloud

6. Value Proposition in M&E • Integrated solutions across the Media Value Chain • Simplify deploying services for multiple screens • Enable new monetization models • Cloud Solutions offer choice and flexibility • Broad partner ecosystem

7. Microsoft confidential | Key Solutions Focus • Content management and workflow • SOA and application integration • Enterprise Search • CRM/xRMfor media • Media Supply chain, Management • Business Intelligence • Multi Screen Video Delivery • Digital Publishing • Search, Personalization and recommendation DigitalContent Management Media Business Management Digital Content Experiences Cloud Services

8. MTV Networks – ALIAS Asset Management • 2.5 million assets • Silverlight for rich user interface • .NET for content workflow • Automation using BizTalk Server

9. Gannett Situation • Gannett publishes 85 daily newspapers and operates dozens of radio and TV stations • There was no co-ordinated editorial planning, leading to duplication of effort „holes“ in coverage “The ContentOne Dashboard has enabled a new level of collaboration at Gannett, and helps to maintain coverage and editorial quality by improving efficiency."Tara ConnellVice President, Content One Gannett Solution • Atidan developed a SharePoint Server 2007 application, the ContentOne Dashboard, which is currently being rolled out to 120+ sites • It enables 3,000+ journalists to submit and share story proposals • The design was inspired by the Microsoft Solution Framework for Editorial Collaboration Results • “A new spirit of collaboration” across Gannett • Maintaining coverage and editorial quality despite a 20% reduction in staff

10. Telecinco World Cup • Situation • Telecinco bought the rights for the World Cup just two months before the event • Wanted to do something special, integrating Social Networks and Silverlight • Solution • Plain Concepts created a Silverlight player to consume Smooth Streaming video from Level 3 • Used Azure to host the player, overlay editorial content and social networks stream on top of the video • Scaled to 350 VMs in peak demand • Results • Telecinco had over 100k viewers simultaneously • Solution was deployed in <6 weeks • Largest Azure application in Spain to date

11. partner Bridget Allen VP Partner & Alliance Harris Corp.

12. Harris Corporation • Supplier of Mission Critical Software and Systems • 15,000 Employees Worldwide • Annual Revenues in excess of $5 Billion • Fortune 500 International Communication andInformation Technology Company Connected Communications • Worldwide provider of business systems for the Media Industry • 250,000+ direct users within the broadcast, cable and ad agency industries • Implement Globally  Support Locally

13. OUR WORLD Digital Media & Connected Content

14. Diverse products across diverse mediums – Harris is leveraging Microsoft tools and expertise to connect content and enhance the new media environment

15. Leveraging Microsoft Technology .net Workflow Engine Common UI Development Platform SQL Services

16. THE HARRIS-MICROSOFT PARTNERSHIP THE GOOD, THE BAD, AND THE UGLY

17. It’s a New Endeavor, We’re Just Getting Started, But: • Open, collaborative relationship • Very willing to listen, share information • Excellent coordination across all functions

18. So Stay Tuned For A Report On Our Completed Projects, Coming Soon

19. Bridget Allen bridget.allen@harris.com

20. MSA Media partner Robert J. Vishneski Vice President Management Science Associates, Inc.

21. MSAMedia Division ~$10 Billion of Ad Sales Flow Through Gabriel Annually • Gabriel - Integrated mission/revenue critical system that supports the strategic, tactical, and operational needs the national cable industry Yield Management Programming& Sales Strategies Asset Mgmt Programming Sales Mgmt Rate Card /Research Sales & Delivery Deal Planning & Deal Mgmt Commercial Operations (Traffic) Network Operations SchedulingPrograms, Commercials & Promos Auditing & Finance Stewarding Invoicing EDI PostBuy

22. MSAGabriel Transformation Goals • Improve Time-To-Market • Improve Quality • Lower Cost-Of-Ownership • Improve Integration Capabilities • Improve Performance/Scalability • Actively Engage Clients in the Process

23. MSAGabriel Transformation Challenges • Migrate to a new Component-Based Enterprise Architecture • Consolidate a variety of technology platforms onto the Microsoft suite of products • Transition to a series of 4 week iterative sprints supported by TFS & Project Server Enterprise • Minimize configuration and deployment complexities • Continue to meet client expectations for new functionality while making significant technology changes

24. MSAMicrosoft and MSA Partnership Focus • Reviewing, validating, and improving Gabriel Architecture • Exploit the potential of the Microsoft development platforms to solve Media industry challenges • Engage clients in the process through prototyping • Mine the rich set of data managed by MSA Media to provide better reporting and business analytics for clients • Develop a strategy to migrate to SQL Server and the Cloud

25. MSASummary • Released 4 .NET-based applications to the market – one of which MSA operates for clients as a cloud-like service • Shortened development cycles, reduced costs, helped avoid costly long-term redesign/maintenance issues and accelerated migration to Microsoft platforms • Our Microsoft Partnership is enabling us to focus more attention on providing business value for our clients

26. The Cloud is Here

27. Empowering Partners Software as a Service MICROSOFT Platform as a Service PARTNER Infrastructure as a Service

28. Windows Azure Platform Extend & Scale Azure Cloud App Windows Platform in the Cloud Developer Experience Cloud Storage Connected Platform AppFabric Grow your business

29. The Future Of Media Business Intelligence Collaboration & Workflow AdvertisingMonetization Content Delivery Supply Chain The cloud on your terms Best experiences across TV, PC, and mobile Online On-premises

30. Associated Press "Capacity planning is the thing that stands out as the biggest advantage of the Microsoft cloud model. The Windows Azure platform takes that out of the equation for us, unlike the other cloud providers."Jonathan MalekChief Architect and Director of Research, Associated Press

31. Origin Digital (Accenture) partner Darcy Lorincz CEO Origin Digital

32. Origin DigitalTaking its mission critical application to the cloud “We are seeing significant reductions (in some cases ½) in computing resource cost for comparable workflows by using the Cloudcoder running on Windows Azure.” Company Description Origin Digital is a global IP broadcasting company. We are headquartered in the New York City area and has offices in Canada, Australia and the United Kingdom. The company’s enterprise- and consumer-facing solutions include live IP broadcasts, on-demand publishing, and portal produc­tion that make it easy for organizations to manage delivery of video content to any device, in any format. Business Situation Origin Digital wanted to create a more scalable transcoding workflow environment that delivered the same high performance its customers enjoyed but with lower operating expense, easier management, and without requiring additional capital expenditures for underutilized resources. Solution Working with Microsoft and Avanade, Origin Digital built its Cloudcoder application, using the Microsoft Visual Studio® 2008 develop­ment system, in about two months. The Cloudcoder integrates into the Origin Digital central management platform while offloading much of the processing to the cloud. Customers upload digital files to the Origin Digital network, and the Odaptor calls the Cloudcoder service, which transcodes the file. Results By building the Cloudcoder on the Windows Azure platform, Origin Digital is gaining real-time scalability, and reduced administration, time-to-market, and costs • Technologies • Microsoft Azure • Compute • Blob Storage • Message Queue • SQL Azure Database • WCF integration with Origin Digital “on-premise” backend • Results • Real-time scalability • Reduced administration • Faster time-to-market • Reduced costs

33. Origin Digital Continues to Grow In an Unpredictable World • Origin Digital was contending with diminished revenue and opportunity constraints – which created growth and operational barriers: • Development resources were limited • Limits or kills proactive / innovative work • Other human resources were limited: • Direct selling • Accenture Network Selling • These same dynamics created significant performance pressures: • Extreme focus on near term revenue • Further complicated by limited capital to build against opportunities • Detrimental impact on OD’s ability to drive toward long term, big win objectives • Concurrently, the marketplace was reeling from economic pressures and poor financial results • The marketplace became unwilling to make significant solution investments in many categories without a clear “win” proposition • The marketplace has generally become highly “risk-averse” • Some Pressuring Realities: • As part of a major multinational OD is subject to harder scrutiny for price/performance. • Capital pressures keep our heads low and our objectives narrow • Exponential capacity threatens our ability to effectively execute

34. Is there a path to Origin Digital “perfect world”? Yes… …it is in the Clouds

35. Some insights on Cloud Computing WHY FOCUS ON “THE CLOUD” • The Cloud initiative at Accenture is one of our strategic imperatives • The Accenture “surround and dominate” strategy for Cloud includes its key partners – primarily: Microsoft & Avanade (this one of the firms touted FY11 initiatives) • We are investing against cloud initiatives • Accenture and our customer’s are investing HEAVILY to pre-load offshore development resources against anticipated Azure assignments • Accenture is spending marketing and project dollars against the Azure launch • Microsoft is supplying - for some investments – matching funds • Microsoft is supplying free development and consulting services – TAP • Thought leadership on Cloud carries with it material benefits – funding, inclusion, and organizational support (political capital)

36. Some insights on cloud computing Avanade surveyed more than 500 global C-level executives and IT decision makers in 16 countries about the impact of cloud computing: • Clear mandate to cut the cost of doing business • Technology investments seen as one way to reduce costs • Decision-makers widely recognize cloud computing as a viable way to reduce capital and operational expenditures and do not view the cloud as just the latest IT hype • They also prioritized business values associated with a move to cloud computing, such as being more flexible, reacting to market conditions, and focus on core business Sources: Avanade Research

37. Customers see cloud as bringing real value

38. Architecting for the future Encoding/Trans runs on-premise Self-purchased hardware, and self-managed data center Encoding runs at a host provider (Odaptor) Co-locationor managed servers Odaptor runs using cloudservices “Cloud fabric” (elastic, infinite) Control High Low Low High Economy of Scale

39. Architecting for the future “Packaged” Application An application that I buy “off the shelf” and run myself Hosted“Packaged” An application that I buy “off the shelf” and run at a host provider SaaS A hosted application that I buy from a vendor Buy Self-Hosted “Home-Built” An application thatI develop and run myself Hosted“Home-Built” An application thatI develop myself but run at a host CloudPlatform An application thatI develop myself but run in the cloud Build On-premise Cloud

40. Architecting for the future “Packaged” Application An application that I buy “off the shelf” and run myself Hosted“Packaged” An application that I buy “off the shelf” and run at a host provider SaaS A hosted application that I buy from a vendor Buy MaximumEconomiesof Scale Self-Hosted “Home-Built” An application thatI develop and run myself Hosted“Home-Built” An application thatI develop myself but run at a host CloudPlatform An application thatI develop myself but run in the cloud MaximumControl Build On-premise Cloud

41. Migrating the Services The majority of the current application services at OD are migrating elegantly into Cloud deployment • Already in progress: On-Demand Encoding; Azure resource released November 6 (with full public launch, supported by PR in March 2010) • The rest of the current application services should follow on immediately: • Portal Services • Publishing Services • The Odaptor Core Application • The Next Generation of key services: • Live stream encoders: • Windows Media / Expression • Add additional encoders which are purpose built • Real Time Encoders: • 1st party encoder with attached streaming server to handle workflows currently only addressed by expensive appliance based solutions (i.e., Ripcode) • Subscription Management Integration Services • Dynamic EPG Services

42. Why Migrating the Services Locating ALL of Origin Digital’s key applications and services in the cloud will accomplish a variety goals: • It will position OD to execute against its full suite of services anywhere, at unprecedented speed, with less capital investment • It will help to “remake” Origin Digital into an entirely new breed of company – of a sort without precedent; leading the pack; leveraging the best available economics – a true “Company in the Cloud” • It will materially and optically alter Origin Digital from an organizational perspective – creating an operating case study in virtual multi-national presence

43. summary Anna Jones Global BDM, Media & Entertainment Communications Sector

44. Media and Entertainment Partner Community in MPN • One place to get Media and Entertainment content • Partner benefits: • Transparency • Regular webinars and newsletters • Codeplex • Media and Entertainment market place

45. Call to Action • Join Media and Entertainment Partner Community: • https://partner.microsoft.com/global/40057329 • Sign up for newsletters and webinars • Profile your solution and submit to M&E catalog • Media and Entertainment Insights Blog: http://blogs.technet.com/mediablog/ • Send us your win reports • Provide feedback

46. © 2010 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.