Dvac scte meeting february 14 2008
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DVAC SCTE Meeting February 14, 2008. Harry Emmerich Staff Network and Applications Engineer. Agenda. SDV Drivers / Competitive Landscape Cherry Hill Viewership Analysis TWC Architecture overview – comparison with NGOD. Why Switched Digital Video?. Powerful bandwidth management tool

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Dvac scte meeting february 14 2008

DVAC SCTE MeetingFebruary 14, 2008

Harry Emmerich

Staff Network and Applications Engineer


Agenda

Agenda

  • SDV Drivers / Competitive Landscape

  • Cherry Hill Viewership Analysis

  • TWC Architecture overview – comparison with NGOD


Why switched digital video

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 tiers – enables “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


Hdtv is penetrating the mainstream market

HDTV is Penetrating the Mainstream Market

1. Increased attractiveness of HDTV sets

  • Price (ASP) declines

  • Functionality increases (image quality, size, form factors, connectivity, etc)

  • Popularity

2. Increased availability of HDTV content

  • Produced content (lifetime value protection)

  • Competitive advantage for Networks (ESPN, HBO, ABC, etc)

  • Competitive advantage for Service Providers (DBS satellite capacity expansion, cable expansion in # of channels)

Mass adoption of HDTV is in full force as early adoption ends.


Competition facing the mso industry

Competition facing the MSO industry…..

"This is DIRECTV's break-out year for HD," said Chase Carey, president and CEO, DIRECTV, Inc. "The launch of our two new satellites will complete the largest capacity expansion in DIRECTV history, and no other video service will be able to match the sheer volume and quality of our HD programming. With HD adoption now reaching critical mass in the U.S., and 40 million homes projected to have HD-capable TV's this year, DIRECTV will be uniquely positioned as the best choice for HD programming.“

With the launch of DIRECTV 10 and DIRECTV 11 satellites in 2007, DIRECTV will have the ability to deliver more than 1,500 local HD and digital channels and 150 national HD channels, in addition to new advanced programming services for customers.

DIRECTV currently offers standard-definition local channels in 142 markets, covering nearly 94 percent of television households in the country, as well as local HD broadcast channels in 49 cities, representing more than 65 percent of U.S. TV households.


Niche experience dish networks offers extensive international programming

Niche experience: Dish Networks offers extensive international programming

Farsi

French

Chinese

Armenian

Arabic

African

3 channels - $32.99/mo.

3A Telesud - $14.99/mo.

ABN America - $14.99/mo.

Armenia TV - $14.99/mo.

17 channels - $29.99/mo.

15 channels - $39.99/mo.

Al Jazeera

Kuwait TV

Italian

Japanese

Korean

Israeli

Greek

German

4 channels - $36.99/mo.

TV Japan - $25.00/mo.

2 channels - $12.99/mo.

1 channel - $14.99/mo.

6 channels - $36.99/mo.

Israeli Network - $19.99/mo.

Urdu

Tagalog

South Asian

Portuguese

Russian

Polish

3 channels - $34.99/mo.

4 channels - $38.99/mo.

TV Globo - $19.99/mo.

2 channels - $24.99/mo.

1 channel - $14.99/mo.

6 channels - $49.99/mo.

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


Hd additions

HD Additions

2008

2009

2007

17

19

27


Agenda1

Agenda

  • SDV Drivers / Competitive Landscape

  • Cherry Hill Viewership Analysis

  • TWC Architecture overview – comparison with NGOD


Objectives of analysis

Objectives of Analysis

  • Objective

    Evaluate viewership dynamics

    Develop a sizing model for SDV systems

    Number of streams (QAMs) required vs. SG size and channels switched

    Demonstrate potential programming gain provided by SDV

  • Approach

    Collect and reduce viewership data collected by Retriever

    Create a range of “virtual service group” sizes over which to generate results

    Rank channels based on cumulative viewership seconds.

    Analyze each virtual Service Group over time to estimate peak SDV stream usage

    Fit a curve to the data using curvilinear regression and generate prediction intervals.


Global cumulative viewership minutes demonstrating the long tail

Global Cumulative Viewership Minutes (demonstrating the long tail)

(5 HD)

(2 HD)

(8 HD)

(4 HD)


Usage over multiple hubs

Usage Over Multiple Hubs

Cherry Hill East (CE), Cherry Hill West (CW), Medford (MF), and Pennsauken (PN)

December 2nd – 8th


Usage over time cherry hill east hub virtual service group ce 5 687 dhcts

Usage Over Time – Cherry Hill East HubVirtual Service Group CE-5 (687 DHCTs)

Peak for All (247) Channels is 132

Peak for 80% (198) Channels is 85

Peak for 60% (149) Channels is 46


Cherry hill east hub peak unique streams using a global channel ranking

Cherry Hill East Hub – Peak Unique StreamsUsing a Global Channel Ranking

Peak for All (247) Channels at V.S.G. CE-5 is 132

Peak for 80% (198) Channels at V.S.G. CE-5 is 85

Peak for 60% (149) Channels at V.S.G. CE-5 is 46


Cherry hill east hub peak unique streams using a local channel ranking

Cherry Hill East Hub – Peak Unique StreamsUsing a Local Channel Ranking

Notice, the Orange Data (representing All Channels) did not change

&

All other Data, on the whole, shifted down slightly, but with no LARGE change


Summary of peak unique streams for v s g ce 5

Summary of Peak Unique Streams for V.S.G. CE-5


Summary of sample peak unique streams

Summary of Sample Peak Unique Streams


Usage over cherry hill east hub ce over multiple weeks

Usage Over Cherry Hill East Hub (CE) over multiple weeks

December 2nd – 8th

December 23rd – 30th

December 31st – January 6th

January 7th – 13th

January 14th – 20th


Usage over time virtual s g ce 5 12 2 06 12 8 06

Usage Over Time – Virtual S.G. CE-512/2/06 – 12/8/06


Usage over time virtual s g ce 5 12 23 06 12 30 06

Usage Over Time – Virtual S.G. CE-512/23/06 – 12/30/06


Usage over time virtual s g ce 5 12 31 06 1 6 07

Usage Over Time – Virtual S.G. CE-512/31/06 – 1/6/07


Usage over time virtual s g ce 5 1 7 07 1 13 07

Usage Over Time – Virtual S.G. CE-51/7/07 – 1/13/07


Usage over time virtual s g ce 5 1 14 07 1 20 07

Usage Over Time – Virtual S.G. CE-51/14/07 – 1/20/07


Summary of peak unique streams for v s g ce 5 over time

Summary of Peak Unique Streams for V.S.G. CE-5 Over Time


Peak streaming vs sg size

180

160

140

120

100

Number of Unique Streams

80

60

40

20

0

0

200

400

600

800

1000

1200

1400

1600

Bottom 20%

Bottom 40%

Bottom 60%

Bottom 80%

All

Peak Streaming vs. SG Size

Peak Streams at 99.99% - Cherry Hill Hub 8

Dec 15.2006 - Jan 9, 2007

4 QAMs

SG Size (Tuners)

Max Observed


Agenda2

Agenda

  • SDV Drivers / Competitive Landscape

  • Cherry Hill Viewership Analysis

  • TWC Architecture overview – comparison with NGOD


Twc phase ii sdv characteristics

TWC Phase II SDV Characteristics

  • Next-Generation TWC Switched Digital Video Solution

  • Replaces proprietary Phase I solutions

  • Re-architected to provide:

    Open, standards-based solution

    Scalability

    Interchangeable components

    Innovation by vendors

    Support for standard IP networks

    QAM sharing

  • System Components communicate via standard, open interfaces

  • Phase II Requires Adherence to Five Key Interface Definitions

    SSP-SIS – Session Setup Protocol for Server Interactive Sessions

    CC-MIS – Channel Change Message Interface Specification

    MC-MIS - Mini Carousel Message Interface Specification

    SDV Server - Edge Device Interface Definition

    DNCS – Edge Device Interface Definition


Dvac scte meeting february 14 2008

Phase II: Open IP Architecture for Switched Digital Video

All interfaces are open and published

Separates server from switch

SDV

Manager

Management

& Provisioning

Control

IP Network

HFC

Network

Master

SRM

QPSK

Out-of-Band

Channel

Server Interactive Session Request

Channel Change

Message

Enables QAM Sharing

SDV

Server

Bulk

Encryptor

Shell

Session

Setup

VOD

Pump

Encrypted

Multicast

Video

Mini

Carousel

Settop with

SDV Client

Session

Binding

Video

Content

IP Network

In-Band

Channel

Staging

Processor

Video Sources

IGMP Join

Content

Sources

Edge

QAM

Groomed

Video

Open Interface Specification

  • Based on IP Multicast

  • Separates switch from QAM

Management

Video Content


Dvac scte meeting february 14 2008

“Movie”

SDV ch8 (HD)

12

Phase II SDV / VOD Session Setup Messages

SDV

Manager

SDV

Manager

-4) Provision SDV Servers

SDV

Server

-5) DNCS sends

SourceIDs, multicast addresses,

bit rates

to SDV Manager

0) Channel change

to SDV ch8 (HD)

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

DNCS w/

App-Independent

Session and Resource Manager (SRM)

DNCS 4.2

Master SRM

ServerInteractiveSessRequest/response

-1) Take sessionIDs 1-36 on GQAM X

2) Tune to

GQAM X

2) Mini

Carousel

1) Use sessID 12

for HD-SDV ch8

incl: actual bit rate and

multicast addresses

1) Buy VOD

“Movie”

-5) set up

multicast

CF sessions on Netcrypt

3) Send VOD “Movie”

to GQAM X

-2) Reserve sessionIDs 1-36

“shell sessions” for SDV

4) SDV ch8

Netcrypt

2) Reserve 37 for VOD

VOD

Pump

6) “Movie”

4) “Movie”

5) “Movie”

37

CMC

Staging

Processor

2) Join multicast

for SDV ch8

DCM

Staging

Processor

3) SDV ch8 (HD)

-6) set up CBR SPTS

IP unicasts to Netcrypt

GQAM

“Easy 80”

Headend

Hub


Switched digital video reference architecture

Switched Digital Video Reference Architecture

HFC Plant

Primary Hub / Hub

S6 Interface with VOD System for QAM Sharing

L

W

N

L

W

N

CMC Infrastructure

CCP/MCP

New Infrastructure

Changed Infrastructure

S6

SDV Client

(SARA or Aspen)

SDV Session

Manager

Edge Resource

Manager

CMC / Headend / Primary Hub

R6/D6

QAM

SD

Re-encoder

QAM

Multicast

Or

Unicast

Broadcast

Source

IP

Network

Encryptor

CBR/SPTS

Node

HD

Re-encoder

QAM

QAM

Controller

Source: Phil Gabler - Comcast


Example sdv implementation sa

Example SDV Implementation – SA

N

W

L

N

W

L

S6

Existing Infrastructure

CCP/MCP

New Infrastructure

S6

Changed Infrastructure

SARA/AspenSDV Client

SDV Session

Manager

Edge Resource

Manager

S-A/CiscoUSRM

R6/D6

Harmonic

Scientific-Atlanta NetCrypt

QAM

SD

Re-encoder

Bulk

Encryptor

QAM

Multicast

Or

Unicast

Broadcast

Source

IP

Network

CBR/SPTS

Node

QAM

HD

Re-encoder

QAM

Harmonic NSG9000orArris D5

Showcase will use XDQA-24then BG1

(Most likely not needed)

Controller

Scientific-Atlanta DNCS

(DNCS 2.7.1 or 4.3)

Source: Phil Gabler - Comcast


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