Introducing SURFIntroducing SURF

Presented by:

Robert Bleidt

Product Manager, Asset Management

Broadcast and Internet Delivery Solutions

© 2000 Philips Digital NetworksAll Rights Reserved

Initial Sales TrainingInitial Sales Training

June 2000June 2000

Training Modules MenuTraining Modules Menu

Why do Broadcasters Need Asset Management?

A look at some market trends driving automation of assets instead of content

2

How Does Asset Management Work?

Operation and Construction of Asset Management systems in general

3

Philips Asset Management Strategy

We saw an opportunity to make a complete, pre-packaged solution for broadcasters

4

Philips Asset Management Product Line

Surf, Surf:/Cinebase, and Surf:/TecMath5

Surf Software5a Surf

Hardware5b Surf:/Cinebase5c

Selling Asset Management

Issues, Competition, Customer Qualification6

IBC 2000 Plans and Exhibits

Exhibits, Module Layout, Sales Tools7

Advanced Asset Management

What the future holds8

What is Asset Management?

We’ll try some definitions, but also see module 31

Test Questions

See if this training has worked9

Test Pattern Test MPEG Watch Everything Exit

Training Modules MenuTraining Modules Menu

Why do Broadcasters Need Asset Management?

A look at some market trends driving automation of assets instead of content

2

How Does Asset Management Work?

Operation and Construction of Asset Management systems in general

3

Philips Asset Management Strategy

We saw an opportunity to make a complete, pre-packaged solution for broadcasters

4

Philips Asset Management Product Line

Surf, Surf:/Cinebase, and Surf:/TecMath5

Surf Software5a Surf

Hardware5b Surf:/Cinebase5c

Selling Asset Management

Issues, Competition, Customer Qualification6

IBC 2000 Plans and Exhibits

Exhibits, Module Layout, Sales Tools7

Advanced Asset Management

What the future holds8

What is Asset Management?

We’ll try some definitions, but also see module 31

Test Questions

See if this training has worked9

Test Pattern Test MPEG Watch Everything Exit

What is Asset What is Asset Management?Management?

It’s a way to automate assetsIt’s a way to automate assetsinstead of contentinstead of content

Products which enable video facilities to produce content faster at less cost by automating the process of locating, selecting, distributing, and archiving assets.

What is Asset Management?What is Asset Management?

Asset Management = Applying internet tools to broadcastingthen bringing broadcasting to the Internet.

Distinguishing Asset Management:Distinguishing Asset Management:

• Asset ManagementAsset Management– Search for assets by metadata, keeping track of asset rights Search for assets by metadata, keeping track of asset rights

and use, viewing proxiesand use, viewing proxies

• Content ManagementContent Management– Moving the contribution-quality assets around a facility so they Moving the contribution-quality assets around a facility so they

are in right place at the right time.are in right place at the right time.

– File transfer and deletion from servers by automationFile transfer and deletion from servers by automation

• Asset TransmissionAsset Transmission– Sending assets from one facility to another electronicallySending assets from one facility to another electronically

Why Do Broadcasters Why Do Broadcasters Need Asset Management?Need Asset Management?

Let’s Examine Some Market TrendsLet’s Examine Some Market Trends

Broadcasting TrendsBroadcasting Trends

The days of stable, regulated markets are over. In the The days of stable, regulated markets are over. In the next decade, broadcasters must embrace and exploit next decade, broadcasters must embrace and exploit rapid changes in media markets.rapid changes in media markets.

1980’s1980’s 1990’s1990’s 2000’s2000’s

MarketsMarkets The Good Old The Good Old DaysDays

Regulated Regulated OligopolyOligopoly

Service to Service to CommunityCommunity

Rise of Cable and Rise of Cable and DBS ChannelsDBS Channels

Regulated Regulated CompetitionCompetition

Retaining Market Retaining Market ShareShare

““All Hell Breaks All Hell Breaks Loose”Loose”

Fragmented, Fragmented, Dynamic MarketDynamic Market

Survival/Survival/Consolidation and Consolidation and Change Change ManagementManagement

Market share of traditional Market share of traditional affiliates is decliningaffiliates is declining

Cable Advertising Bureau

Other23%

Basic Cable8%

NBC Affiliates

24%

ABC Affiliates

22%

CBS Affiliates

23%

CBS Affiliates

13%

NBC Affiliates

15%

Other28%

Basic Cable32%

ABC Affiliates

12%

U.S. Household Primetime Shares

1985/86 1997/98

Direct Broadcast Satellite Direct Broadcast Satellite Subscriber Growth ContinuesSubscriber Growth Continues

Satellite Broadcasting and Communications Association

0

2

4

6

8

10

12

14

3Q98 4Q98 1Q99 2Q99 3Q99 4Q99 1Q00

Mill

ion

s o

f S

ub

scri

ber

s

Internet Surfing Will Impact TV ViewingInternet Surfing Will Impact TV Viewing

Neilsen Media Research and The Industry Standard

0.00% 20.00% 40.00% 60.00% 80.00%

Total Day

Weekdays9-4

Prime Time

All TV Homes

Internet Homes

Average Daily TV Viewing Habits

-10%

-24%

-3%

… … though it’s currently small compared to though it’s currently small compared to TVTV

• But investment, But investment, buzz, and attention buzz, and attention in Internet media in Internet media will precede will precede revenue growthrevenue growth (and that investment may (and that investment may be taken from broadcast be taken from broadcast operations)operations)

35

40

46.1

14.2

14.5

12

1.8

1.5

33

36.5

50.4

13.2

14.2

10

1.9

8

0 20 40 60

2002

1998

Internet

Outdoor

Yellow Pages

Radio

Magazines

TV

Newspapers

Direct Mail

Projected Ad Revenue in Billions eStats, McCann Erickson, Internet Stock Report

Future Survival and SuccessFuture Survival and Success

• To Survive, Broadcasters Must Develop New Revenue To Survive, Broadcasters Must Develop New Revenue Streams to Maintain ShareStreams to Maintain Share– New Markets: Cable, DTV, HDTV, Web, Narrow Channels, New Markets: Cable, DTV, HDTV, Web, Narrow Channels,

International, New CitiesInternational, New Cities

• Production Costs for Each Stream Must be ReducedProduction Costs for Each Stream Must be Reduced– Reuse and Re-purpose Content Instead of Re-shootingReuse and Re-purpose Content Instead of Re-shooting

– Increase Automation of Production WorkflowIncrease Automation of Production Workflow

– Decrease Time Needed to Find, View, and Select ContentDecrease Time Needed to Find, View, and Select Content

– Consolidate Technical OperationsConsolidate Technical Operations

We will need to produce more We will need to produce more products for less moneyproducts for less money

Networked Servers Networked Servers and Tape Robotsand Tape Robots

Servers and LMS Servers and LMS SystemsSystems

VTRs and Cart VTRs and Cart MachinesMachines

TechnologyTechnology

Transmitter FeedTransmitter Feed

Local Cable FeedLocal Cable Feed

HDTV FeedHDTV Feed

SDTV/PPV FeedSDTV/PPV Feed

24 Hr. News Feed24 Hr. News Feed

Internet SiteInternet Site

DBS/DTH FeedDBS/DTH Feed

… … perhaps for perhaps for several stationsseveral stations

Transmitter FeedTransmitter Feed

Local Cable FeedLocal Cable Feed

Transmitter FeedTransmitter FeedOutputsOutputs

2000’s2000’s1990’s1990’s1980’s1980’s

Servers Have Helped by Automating Servers Have Helped by Automating ContentContent

• Asset = Content + Metadata + RightsAsset = Content + Metadata + Rights

• While Servers have decreased the cost of While Servers have decreased the cost of producing content, we have lost track of producing content, we have lost track of the metadatathe metadata

““We’ve replaced $15,000/year tape clerks with $50,000/year We’ve replaced $15,000/year tape clerks with $50,000/year media managers” – VP of R&D at Major News Network.media managers” – VP of R&D at Major News Network.

Asset Management Helps By Asset Management Helps By Automating MetadataAutomating Metadata• As we move to robotic archives and networks As we move to robotic archives and networks

of servers, assets become intangible - There of servers, assets become intangible - There are no longer “notes on the tape box”are no longer “notes on the tape box”

• As we produce multiple outputs or products, As we produce multiple outputs or products, we have to assure that we have the right to we have to assure that we have the right to do so with our assetsdo so with our assets

Rationale for Asset ManagementRationale for Asset Management

• Re-purpose content for new products, lower Re-purpose content for new products, lower production costs, internet sites.production costs, internet sites.

• Lower cost of finding/producing content with Lower cost of finding/producing content with workflow toolsworkflow tools

• Eliminate loss of master assets while Eliminate loss of master assets while providing instantaneous accessproviding instantaneous access

• Allow easy review/approval processAllow easy review/approval process

• More efficient use of servers through storage More efficient use of servers through storage managementmanagement

How does Asset How does Asset Management Work?Management Work?

AM System OperationsAM System Operations

Ingest

AM System analyzes content to detect scenes, CC, dialogue, faces, other features

Logging

Operator enters title or keywords to describe content

Metadata DatabaseUsually built on a standard database: Oracle, Informix, DB2, SQL Server

Search

User enters text, keywords, or content features to search for.

Content StorageUsually stores only a low-resolution Proxy copy of content: MPEG-1, AVI, RealVideo, with full-resolution stored on external devices or a shelf

Select

User views proxy of content and selects or edits assets of interest

Action

Archive/Retrieval

Conformance

Transfer/Transmission

Deletion

Asset Management System Server/Middleware

First the content is ingested into the

system

Then someone adds metadata, perhaps

with automated assistance

Manual and automatic metadata is stored in a database management

system

The content, or usually a low-resolution copy, (proxy) is stored

in the AM System’s content storage (usually local disk drives)

UserAssets

AM System OperationsAM System Operations

Ingest

AM System analyzes content to detect scenes, CC, dialogue, faces, other features

Logging

Operator enters title or keywords to describe content

Metadata DatabaseUsually built on a standard database: Oracle, Informix, DB2, SQL Server

Search

User enters text, keywords, or content features to search for.

Content StorageUsually stores only a low-resolution Proxy copy of content: MPEG-1, AVI, RealVideo, with full-resolution stored on external devices or a shelf

Select

User views proxy of content and selects or edits assets of interest

Action

Archive/Retrieval

Conformance

Transfer/Transmission

Deletion

Asset Management System Server/Middleware

Users find content by entering search terms (keywords, text, dates,

colors, faces, voices, …)

UserAssets

In some systems, such as SURF, users

may then trigger actions to be performed on

selected assets

A user can then select assets from the results of

his search or refine a search

Creative/Non-Technical Work

Pre-Production

Post-Production

Asset Workflow/LifecycleAsset Workflow/Lifecycle

Capture Ingest

Logging

Editing/Preparation

Playout/Origination

Cataloging

Archiving

SchedulingContent Approval

Re-use Assets Instead of Re-shooting

Asset Management Typical Asset Management Typical Architecture Architecture

• DBMS: Oracle, Informix, IBM DB2

• AM MiddleWare: Cinebase, Bulldog, IBM Digital Library

• Advanced Query/Browse: Islip, Virage, Excalibur

•Integrated Solutions: Video Click, Executive Producer, Question d’Image

USER INTERFACE

METADATA DATABASE

CO

NT

EN

T S

TO

RE

S

Philips Philips Asset Management Asset Management StrategyStrategy

Philips Asset Management StrategyPhilips Asset Management Strategy

• Existing Asset Management firms Existing Asset Management firms focused on film, post-production, CGI focused on film, post-production, CGI marketsmarkets

– Don’t understand workflow and Don’t understand workflow and requirements of broadcast facilities.requirements of broadcast facilities.

– No integration to broadcast equipmentNo integration to broadcast equipment

Philips Asset Management StrategyPhilips Asset Management Strategy

• Current projects are experiments by Current projects are experiments by early innovatorsearly innovators

– Each system is a design project - no Each system is a design project - no standard interfaces exist.standard interfaces exist.

– Multiple vendor’s products have to be Multiple vendor’s products have to be integratedintegrated

Asset Management Market StratificationAsset Management Market Stratification

Enterprise-wide Asset Management:

IBM Digital Library, Cinebase, Bulldog, TecMath

Entry Level Asset Management:Logging Systems Such as The Executive

Producer Single User Systems such as Video Click or Canto

A Pre-packaged Asset Management System Designed for Broadcasters and Integrated with

Video Equipment

Cost, Scalability

SURF – SURF – an asset management system that will:an asset management system that will:

• Monitor content on networks of video serversMonitor content on networks of video servers

• Conform proxy edits to original contentConform proxy edits to original content

• Do practical automatic capture of metadata, Do practical automatic capture of metadata, such as scene changessuch as scene changes

• Use free, familiar web browsers to access itUse free, familiar web browsers to access it

• Re-purpose content to the InternetRe-purpose content to the Internet• Act as an interface to high-end asset Act as an interface to high-end asset

management systemsmanagement systems

Technology Adoption LifecycleTechnology Adoption LifecycleSales

Time

EarlyMajority

EarlyAdopters

LateMajority

LaggardsNerds Fogeys

Apologies to Geoffrey Moore

PDAWireless Internet

PCDigital Camera

VCRAnalog Celluar

AM for Broadcast

is Currently Here

Nerds: Willing to do anything to try latest and greatest technology

Gatekeepers to market – can give a product/technology a bad reputation

Technology Adoption LifecycleTechnology Adoption LifecycleSales

Time

EarlyMajority

EarlyAdopters

LateMajority

LaggardsNerds Fogeys

Apologies to Geoffrey Moore

PDAWireless Internet

PCDigital Camera

VCRAnalog Celluar

Surf Will Enable

Sales Here

Early Adopters: Want to use new innovations to create competitive advantage

Provide revenue and demand modifications

Technology Adoption LifecycleTechnology Adoption LifecycleSales

Time

EarlyMajority

EarlyAdopters

LateMajority

LaggardsNerds Fogeys

Apologies to Geoffrey Moore

PDAWirelessInternet

PCDigital Camera

VCRAnalog Celluar

Early Majority: Want pragmatic change in their processes to improve efficiency, prefer to buy from market leader

We can be the We can be the market leader market leader because we have because we have you!you!

Surf will work with Surf will work with your content storesyour content stores

Now Available on Media Pool

Coming Soon to EditStream

Archive Robots

Other Video Servers

And VTRs and Cart Machines

Philips SURF Asset Philips SURF Asset Management ProductsManagement Products

Philips Asset Management Product LinesPhilips Asset Management Product Lines

SURF:/Cinebase

SURF:/TecMath

Asset Management and Internet publishing for Broadcasters in a simple, packaged solution with practical automation

Connects Broadcasters to the Cinebase Asset Management System offering enterprise-wide scalability, and powerful classification, remote collaboration, and workflow management tools

Interfaces Broadcast Equipment to TecMath, a European Asset Management System with efficient logging tools, scalable archives, and proxy editing

Product HistoryProduct History

1999 2000NAB 2000NAB ‘99

Surf, Bowser Technology Demos

IBC ‘99

Surf, Surf:/Cinebase Product Introduction

Network Operating CenterRegional Hub

EasternRemoteStations

WesternRemoteStations

IBC ‘98

Asset TransferDemonstration

Surf Product Development Started

Cinebase Relationship Established

Selling Selling Asset ManagementAsset Management

Why Sell Asset Management?Why Sell Asset Management?

Today –Today –

• Surf can be a catalyst for sales of xx xxx and xxSurf can be a catalyst for sales of xx xxx and xx

• Easy sale to existing xxx xxx customersEasy sale to existing xxx xxx customers

• You can be an easy, safe, immediate solution for You can be an easy, safe, immediate solution for customer’s need today. customer’s need today.

• Cool technology enhances your imageCool technology enhances your image

Why Sell Asset Management?Why Sell Asset Management?

Tomorrow –Tomorrow –

• Easy revenue opportunity as systems expand.Easy revenue opportunity as systems expand.

• Successful AM systems start as casual experiments, Successful AM systems start as casual experiments, but become mission-critical.but become mission-critical.

• AM can become a key technology where Philips can AM can become a key technology where Philips can be a system integrator/prime supplier. We own the be a system integrator/prime supplier. We own the database.database.

• Emerging market instead of replacement market in Emerging market instead of replacement market in mature industry. mature industry. Way to move from the broadcast Way to move from the broadcast world to the internet world.world to the internet world.

Surf USP’sSurf USP’s

• Tightly Integrated with Video ServersTightly Integrated with Video Servers

• Web-Based Software – use free, familiar tools to Web-Based Software – use free, familiar tools to accessaccess

• Practical metadata capture at a reasonable pricePractical metadata capture at a reasonable price

• Powerful Keyword and Editing FeaturesPowerful Keyword and Editing Features

• Entry-level to Enterprise Solution RangeEntry-level to Enterprise Solution Range

Sales IssuesSales Issues

• New product, product needs customer shakedown and New product, product needs customer shakedown and referencesreferences

• Product requires interface with customer IT Product requires interface with customer IT infrastructure and personnelinfrastructure and personnel

• Emerging market – diverse competition and changing Emerging market – diverse competition and changing market offerings and requirementsmarket offerings and requirements

Sales IssuesSales Issues

• Don’t think of Surf as a $xxK product but an enabler for Don’t think of Surf as a $xxK product but an enabler for a $xxxK deala $xxxK deal

• A $xxK Surf package is just the start. Most deals will A $xxK Surf package is just the start. Most deals will close over $xxxK with storage, add’l encoders, VR’s.close over $xxxK with storage, add’l encoders, VR’s.

• Customer complain the price is too low for the features Customer complain the price is too low for the features provided.provided.

Asset Management Competition MapAsset Management Competition Map(Welcome to Emerging Markets)(Welcome to Emerging Markets)

Islip

Bulldog

Cinebase

Excalibur

Pinnacle Thunder

Louth GMT

Omnibus HyBrow

ProBel MAPP

Odetics Bowser

StorageTek

Tek ContentShare

IBM Digital Library

Sony NewsBase/

ClipEdit

Web

WebPhilips

Sony BZA-7000

Sony PetaSite

CNN Deal

Dead?

Dead

Heavy Mktg.

Web

Informix

Oracle

Broadcast/Origination Customers

Leitch BrowseCutter

Confidential Trade Secret Property of Philips

Video Servers

AM Systems

DBMSArchiveAutomation

News

Asset Management CompetitionAsset Management Competition

• Video Server VendorsVideo Server Vendors

– Pinnacle ThunderPinnacle Thunder•

•

– Tektronix Content ShareTektronix Content Share•

•

•

Customer Qualification and Customer Qualification and ConsultationConsultation• What servers do they have?What servers do they have? Installed Media Pool Installed Media Pool

Base is first target. EditStreams as delivered. Profile Base is first target. EditStreams as delivered. Profile later this year. Forget the rest unless it’s a big later this year. Forget the rest unless it’s a big opportunity.opportunity.

• Use Dub Tapes or browse on servers?Use Dub Tapes or browse on servers? Then we can Then we can save dub costs or free up server channelssave dub costs or free up server channels

• Do production?Do production? Surf can make rough cuts, do review Surf can make rough cuts, do review and approvals.and approvals.

• Make promos of long content? Make promos of long content? Surf’s storyboards, Surf’s storyboards, editor, and keywords make this easyeditor, and keywords make this easy

Customer Qualification and Customer Qualification and ConsultationConsultation• News feedsNews feeds? Surf’s play while recording feature lets ? Surf’s play while recording feature lets

you watch from your desk. Keyword logging and you watch from your desk. Keyword logging and searching allows you to find a package quickly.searching allows you to find a package quickly.

• Building program archive?Building program archive? Media Pool + STK Archive Media Pool + STK Archive can store broadcast content. Surf can provide instant can store broadcast content. Surf can provide instant search and browse capability.search and browse capability.

• Production research?Production research? Are they a magazine show or Are they a magazine show or news org. with need to research prior content?news org. with need to research prior content?

• Networking Requirements?Networking Requirements? Will they be using their own Will they be using their own switch or router? Is their backbone 100 Mb or Gigabit? switch or router? Is their backbone 100 Mb or Gigabit?

IBC/RTNDAIBC/RTNDAPlans and ExhibitsPlans and Exhibits

IBC PlansIBC Plans

• Surf:/MediaPool in On-Air ModuleSurf:/MediaPool in On-Air Module

• Surf:/Profile in On-Air ModuleSurf:/Profile in On-Air Module

• Surf:/TecMath in On-Air ModuleSurf:/TecMath in On-Air Module

• Surf:/StorageTek in On-Air Module Surf:/StorageTek in On-Air Module

• Surf:/MediaPool in News ModuleSurf:/MediaPool in News Module

• Surf inside ENPS demo – News ModuleSurf inside ENPS demo – News Module

• Surf inside ENPS demo – AP booth/suite?Surf inside ENPS demo – AP booth/suite?

NAB On-Air ModuleNAB On-Air Module

Cinebase Cinebase System System

connected to connected to Media Pool Media Pool

through through Surf:/CinebaseSurf:/Cinebase

Internet Explorer Internet Explorer on PC to access on PC to access

Surf ServerSurf Server

Laptop with dial-up modem to demo

remote access and Real Video

Media Pool Splash & Stream to show

file synchronization and conformance

Monitor to see source and

edited content from Media Pool

Flat TV for block diagrams,

features, benefits.

Presentation Kiosk with Surf self-running

PowerPoints, also use as secondary browse

station

Sales ToolsSales Tools

• Surf Sell Sheet (public)Surf Sell Sheet (public)

• Surf:/Cinebase Sell Sheet (public)Surf:/Cinebase Sell Sheet (public)

• Philips Short-form Catalog PagePhilips Short-form Catalog Page

• Surf Business Card CD (public)Surf Business Card CD (public)– Self-Running Customer Presentations Self-Running Customer Presentations

– PDF of Sell SheetPDF of Sell Sheet

• Press ReleasesPress Releases

Sales ToolsSales Tools

• Demo Web Site Postcard/InvitationDemo Web Site Postcard/Invitation(prepared for each customer)(prepared for each customer)Under DevelopmentUnder Development

• Surf Standalone Demo SystemsSurf Standalone Demo Systems– PC with Surf software and demo content loaded, PC with Surf software and demo content loaded,

demo all features except conformancedemo all features except conformance

– North AmericaNorth America

– EuropeEurope

– ROWROW

– Demo Room SLCDemo Room SLC

• Surf Training CD (confidential)Surf Training CD (confidential)– (you’re watching it)(you’re watching it)

AdvancedAdvancedAsset ManagementAsset Management

Metadata StandardsMetadata Standards

• Standards are needed to allow the exchange of assets Standards are needed to allow the exchange of assets from one facility to another, so that metadata is from one facility to another, so that metadata is understoodunderstood

• Many industry groups are working on standards for Many industry groups are working on standards for this:this:– MPEG - MPEG-7MPEG - MPEG-7

– SMPTE - UMID, Dictionary, bitstream standardSMPTE - UMID, Dictionary, bitstream standard

– BBC - SMEFBBC - SMEF

– INDECSINDECS

– OthersOthers

Unique Identifiers - SMPTE UMIDUnique Identifiers - SMPTE UMID• A data packet attached to each piece of content for A data packet attached to each piece of content for

identifying it during productionidentifying it during production

• ComponentsComponents– Universal Label - type of content: audio, video, etc.Universal Label - type of content: audio, video, etc.

– Material Number - a unique number like a GUID (used by Surf)Material Number - a unique number like a GUID (used by Surf)

– Instance Number - a serial number for each copy of the contentInstance Number - a serial number for each copy of the content

– Time/DateTime/Date

– Spatial Coordinates - Altitude, Longitude, Latitude (from GPS)Spatial Coordinates - Altitude, Longitude, Latitude (from GPS)

– Country CodeCountry Code

– Organization CodeOrganization Code

– User (videographer, editor)User (videographer, editor)

Content-Based SearchContent-Based Search

• Ability to search for assets based on faces, colors, Ability to search for assets based on faces, colors, textures, objects, titles in videotextures, objects, titles in video

• Or voices (speakers) or words in audioOr voices (speakers) or words in audio

• Pre-processing of content is done to analyze and Pre-processing of content is done to analyze and extract descriptors.extract descriptors.

• These descriptors are then stored in the metadata These descriptors are then stored in the metadata databasedatabase

• Systems are currently expensive and do not scale Systems are currently expensive and do not scale reliablyreliably