Switched Digital Video (SDV) Overview: Robert Kidd Subscriber Network and Applications Engineering

Switched Digital Video (SDV) Overview
Robert Kidd Subscriber Network and Applications Engineering
Cisco Days SDV
2006 Cisco Systems, Inc. All rights reserved.
Cisco Confidential
Switched Digital Video
Business Drivers and Viewership Dynamics
Cisco Days SDV
Cisco Confidential
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

Cisco Days SDV 2006 Cisco Systems, Inc. All rights reserved. Cisco Confidential
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)
TV sets in US HH (mil.)
400 350 300 250 200 150 100 50 0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: Kagan, 2005, CEA, S-A Estimates
283M/16M HDTV Only 6-7 M televisions connected to HD Service

(2.6 TV per HH)
353M
(2.8 TV per HH)
96M 256M
Analog TV sets
HDTV sets
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
$100K+ 23%
Under $25K 21%
HH Income of HDTV owners
$75K$100K 15% $50K$75K 19%
$25$50K 22%
Source: Forrester's Consumer Technographics Q2 2005 North American Survey
Example: DirecTV has suggested that niche content is helping to drive their growth
our PARA TODOS product added 120,000 net subscribers in the quarter We now have 700,000 subs in the PARA TODOS package, that is double 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 offers extensive international programming options
African
ABN America - $14.99/mo.
Arabic
15 channels - $39.99/mo.
Armenian
Chinese
Farsi
French
Armenia TV - $14.99/mo. 17 channels - $29.99/mo.
3 channels - $32.99/mo. 3A Telesud - $14.99/mo.
Al Jazeera
Kuwait TV
German
1 channel - $14.99/mo.
Greek
Israeli
Israeli Network - $19.99/mo.
Italian
Japanese
TV Japan - $25.00/mo.
Korean
Polish
Portuguese
TV Globo - $19.99/mo.
Russian
South Asian
Tagalog
1 channel - $14.99/mo.
Urdu
The high price of these offerings demonstrates the value to niche consumers.
SDV Drives a Paradigm Shift in Bandwidth Management

Typical Viewership at a node
Current Analog & Digital Broadcast Approach
Top 4 >30 Viewers Next 10 5-10 Viewers Next 30 1-5 Viewers Next 200+ < 1Viewer
Audience
Unused Capacity
Broadcast Channels
Only the most popular channels are offered due to capacity constraints
The Long Tail

Switched Channels
Within any service group, NOT every channel is watched all the time
Broadcast Channels
Everyone could get their own special channels: increased appeal of overall package to ALL subscribers
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Switched Digital Video Will Enable Cable Sites to Deliver More Content Than Ever Before, While Using Existing Hardware
Todays Broadcast System All Programs Are Broadcast to All Subscribers All the Time
Service Group Headend Hub
Our Switched Digital Video (SDV) System Programs Are Transmitted to a Service Group Only When a Subscriber in That Group Is Actively Watching Them
Service Group Headend Hub
SDV Sends Programs to Subscribers Only in Areas Where Programs Are Being Requested in Real-Time
Potential Bandwidth Gains with SDV

Traditional Broadcast with Statistical Mux
Bandwidth scales as number of channels offered

HFC bandwidth required is independent of number of offered channels
Immediate bandwidth savings
300
25 QAMs
300+
HFC bandwidth scales based on viewership
200
17 QAMs
200
6-8 QAMs n QAMs
HFC Bandwidth Required
Programs Offered
Programs Offered
Programs Offered
Programs Offered
MSOs can save bandwidth by delivering programs based on viewership

Viewership Ranking
Cumulative Viewership Seconds - Saturday
3.00E+08
2.50E+08
Cumulative Viewership (Seconds)
2.00E+08
1.50E+08
1.00E+08
5.00E+07
0.00E+00
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
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Peak Usage Over Time - Saturday Service Group GC10 - 1108 Tuner
Unique Stream Usage over Time - Saturday Service Group GC10 - 1108 Tuners
160
GC10 Peak for 264 Channels is 138
140
120
Unique Streams
100
GC10 Peak for the lowest ranked 200 Channels is 79
80
60
40
20
6/24/06 0:28
6/24/06 1:12
6/24/06 1:56
6/24/06 2:40
6/24/06 3:24
6/24/06 4:08
6/24/06 4:52
6/24/06 5:36
6/24/06 6:20
6/24/06 7:04
6/24/06 7:48
6/24/06 8:32
6/24/06 9:16
6/23/06 23:00
6/23/06 23:44
6/24/06 10:00
6/24/06 10:44
6/24/06 11:28
6/24/06 12:12
6/24/06 12:56
6/24/06 13:40
6/24/06 14:24
6/24/06 15:08
6/24/06 15:52
6/24/06 16:36
6/24/06 17:20
6/24/06 18:04
6/24/06 18:48
6/24/06 19:32
6/24/06 20:16
6/24/06 21:00
6/24/06 21:44
6/24/06 22:28
6/24/06 23:12
Time
264 non-VOD Unique Streams Bottom 200 non-VOD Unique Streams
Bottom 100 non-VOD Unique Streams Bottom 150 non-VOD Unique Streams
Scientific Atlanta
6/24/06 23:56
6/25/06 0:40
11
Peak Usage vs. Service Group Size

Peak Usage vs. Service Group Size - Saturday
180 GC10 Peak for 264 Channels is 138 160
140
120
Peak Usage (Streams)
GC10 Peak for 200 Channels is 79 100
80
60
GC10 Peak for 150 Channels is 44
40 GC10 Peak for 100 Channels is 18 20 GC10 Peak for 50 Channels is 5 0 300
500
1 thru 50 Fit - 1 thru 50
700
Cisco Confidential
900 Service Group Size (Tuners)

1100
1300
1500
Scientific Atlanta
Cisco Days SDV
12
SDV Gain vs. Offered Programs

Gain vs. Offered Programs - Saturday
25
Gain (Number of Offered Programs / Peak Usage)
20
500 Tuners
15
10
1000 Tuners
0 0 50 100 150 200 250 300 Number of Offered Programs (Ordered from Least Viewed to Most Viewed)
Scientific Atlanta
13
An Open Architecture
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14
SA Switched Digital Video Status

History
TWC re-engaged on IP-based approach late 04 TWC Issued RFP for IP-based architecture - in April 05 Cross-vendor tweaks to spec completed - April-July 05 Specifications and open protocols published July 05 Functional end-to-end system in S-A lab October 05
Status
SA 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 other MSOs
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Open IP Architecture for Switched Digital Video

All interfaces are open and published
SDV Manager Master SRM
Server Interactive Session Request Management & Provisioning Control IP Network
QPSK
Channel Change Message
Separates server from switch
Out-of-Band Channel
Enables QAM Sharing

Bulk Encryptor VOD Pump
Encrypted Multicast Video
SDV Server
Mini Carousel
Shell Session Setup
HFC Network Settop with SDV Client
Session Binding
IGMP Join
Content Sources
Video Sources
Staging Processor
Groomed Video
Video Content IP Network
In-Band Channel
Edge QAM
Open Interface Specification Management Video Content
Based on IP Multicast Separates switch from QAM

16
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SDV Equipment Typical Rack Elevation
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17
SDV / VOD Session Setup Messages

-5) DNCS sends SourceIDs, multicast addresses, bit rates to SDV Manager
SDV SDV Manager Manager

DNCS w/ App-Independent DNCS and Session4.2 Master SRM Resource Manager (SRM)
-4) Provision SDV Servers -3) Give me 36x 625kb/s sessions ServerInteractiveSessRequest/response -1) Take sessionIDs 1-36 on GQAM X 0) Channel change to SDV ch8 (HD) 2) Tune to GQAM X
SDV Server
3) Send VOD Movie to GQAM X
-5) set up multicast CF sessions on Netcrypt
1) Buy VOD Movie
2) Mini Carousel
1) Use sessID 12 for HD-SDV ch8 incl: actual bit rate and multicast addresses
4) SDV ch8
Netcrypt VOD Pump

4) Movie
5) Movie
37 Movie
6) Movie
DCM DCM Staging Staging Processor Processor

-6) set up CBR SPTS IP unicasts to Netcrypt
2) Join multicast for SDV ch8

3) SDV ch8 (HD)
12
SDV ch8 (HD)
Headend
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Hub
GQAM
18
Cisco Days SDV
QAM Sharing
Available Capacity For BW Request Available Capacity For BW Request
Better utilization of QAM resources Lower probability of blocking with less combined overhead Better network resiliency with larger QAM pool
Available Capacity For BW Request
Lower Blocking Probability
Improved Service Availability
Planning by aggregate demand
X
No stranded capital
19
Scientific Atlanta
QAMs
Cisco Days SDV
Streams
10 15 20 25 30 35 40 45 50 0 5
6/23/06 23:00 6/23/06 23:44 6/24/06 0:28 6/24/06 1:12 6/24/06 1:56 6/24/06 2:40 6/24/06 3:24 6/24/06 4:08 6/24/06 4:52 6/24/06 5:36 6/24/06 6:20 6/24/06 7:04 6/24/06 7:48 6/24/06 8:32 6/24/06 9:16 6/24/06 10:00 6/24/06 10:44 6/24/06 11:28 6/24/06 12:12 6/24/06 12:56 6/24/06 13:40 6/24/06 14:24 6/24/06 15:08 6/24/06 15:52 6/24/06 16:36 6/24/06 17:20 6/24/06 18:04 6/24/06 18:48 6/24/06 19:32 6/24/06 20:16 6/24/06 21:00 6/24/06 21:44 6/24/06 22:28 6/24/06 23:12 6/24/06 23:56 6/25/06 0:40
0 5 10 15 20 25 30 35 40 45 50 Time Active VOD Streams QAMs Bottom 150 (w/o Sharing) Bottom 150 non-VOD Unique Streams QAMs Bottom 150 (w/ Sharing)
QAM Carriers Required With and Without QAM Sharing
Bottom 150 Broadcast and VOD Channels - Saturday Service Group GC10 - 1108 Tuners
Cisco Confidential
20
SDV Network Redundancy

N:1 Server Backup
Up to 8 servers backed up by a single server for high availability 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-ofband communication fails
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21
1:n Redundancy SDV Server Redundancy

Database Synchronization Protocol - Database transfer - Change of state indications - Heartbeat
State Data 1
State Data Primary Server 1 State Data Primary Server 2 ....
State Data 2
Standby Server
State Data n Primary Server n

....
State Data
22
Source Redundancy Using IGMPv3 Source Specific Multicast (SSM)

Source 1 Router
1) Nominal
Source 2
Source 1 Multicast X
GQAM Pgm Check Pgm X OK
Program X
Source 1 Router
2) Fault
Source 2
GQAM Pgm Check Pgm X BAD
Join Source 2 for Program X
Source 1 Router
3) Recovery
Source 2
Source 2 Multicast X
GQAM Pgm Check Pgm X OK
Program X
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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 or congested
SDV Client:
Checks mini carousel to see if channel is available
Alternative, fast tuning mechanism if channel is already available on switched tier

Ability to tune available channel even if reverse path is impaired or congested
Mini Carousel provides resiliency in the event of a reverse path outage or congestion
24
SDV Session Resiliency

Bandwidth Reservation
Prevents fragmentation of bandwidth across multiple carriers
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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Bandwidth Management and Resource Reservation

Session and Resource Manager (SRM) must manage QAM bandwidth intelligently to reserve enough contiguous BW for HD
In the example below*, all QAMs in the service group are filled to a point where there is more than enough total bandwidth available for the requested HD stream, but no single QAM has enough contiguous bandwidth.
HD stream Blocked! HD Requested Streams:

SD
Bandwidth available for SD stream
* Note: Any bandwidth can be requested. Standard Definition (SD) and High Definition (HD) are shown in the example only for simplicity.
QAM 1
QAM 2
QAM 3
QAM 4
Narrowcast Modulators feeding one Service Group
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Bandwidth Management and Resource Reservation

As SRM begins to fill QAMs in a Service Group, it load balances among the QAMs
QAM 1 QAM 2 QAM 3 QAM 4
After all QAMs are filled to the point where the largest bandwidth (e.g. HD) would just fit, it then begins to fill QAMs one by one. It attempts to always maintain available contiguous bandwidth 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.

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

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27
QAM Re-Assignment
SDV Server is capable of re-mapping SDV sessions from a failed GQAM 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
Normal
d = Average demand per QAM 1-d = Average excess capacity per QAM
Failed d = Average
demand per QAM f = % active chs with >1 subs
f = % active chs with >1 subs
QAM 1
Favorite chs remapped from failed QAM to excess capacity in remaining QAMs. Single sub chs drop
1-d = Average excess capacity per QAM
Recovered
d = Average demand per QAM
f = % active chs with >1 subs
1-d = Average excess capacity per QAM
SG1
SG1
SG1
QAM 2
SG2
SG2
SG2
QAM 3
SG3
SG3
SG3
QAM 4
SG4
SG4
SG4
Q = Number of QAM Modulators Blue = Favorite Channels w/ 2 or more subs per channel Green = Active QAM Carriers (demand) White = Inactive QAM Carriers (excess capacity)
Single Sub Channels Dropped (Type 2 Redundancy, 2.5 hrs outage time) Yellow = Failed (lost capacity)
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S-A Architecture Highlights

S-A / Cisco Phase 2 Architecture Tested QAM Sharing Integrated Client Bulk Encryption IGMPv3 SSM Multi-CBR and HD support Benefits Open architecture based on IP Multicast protocols and open interfaces to the QAM, Server, SDV Manager, and Client SDV and VOD sessions can share bandwidth, requiring less RF spectrum and equipment Faster boot times, rapid Mini-carousel autodiscovery, and full visibility to all channel changes Netcrypt support in DNCS 4.2 eliminates need to modulate/demodulate Provides standards-based network and source redundancy Flexibility to optimize bandwidth utilization and ability to offer new HD content on SDV tier
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S-A Feature Highlights

S-A / Cisco Single Management System Benefits SDV Manager provisions SDV servers and Netcrypt from DNCS 4.2
Server Redundancy
SDV Session Re-assignment GQAM support Integrated VOD Encryption
N:1 Auto Backup minimizes down-time during failure or maintenance

Provides session resiliency in event of a QAM failure Leverage installed GQAMs which are Phase 2 compatible with no need to upgrade hardware Netcrypt not required in shared VOD/SDV environment since session based encryption is accomplished in the GQAM
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Switched Digital Video (SDV) Overview: Robert Kidd Subscriber Network and Applications Engineering

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Switched Digital Video (SDV) Overview

Robert Kidd Subscriber Network and Applications Engineering

Cisco Days SDV

2006 Cisco Systems, Inc. All rights reserved.