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Podango on AWSArchitecture for Rich Media Application Platform to achieve Deep Brand Engagement
in a Web 2.0 world
Deep Brand Engagement
Show producers need to cater to their audiences where they are, in the way that they are accustomed to–not in a walled garden, or a destination site.
Rich Media Application Platform (RMAP)
Deep Brand Engagement
Uniting brands, show producers, and audiences to create engagement and interaction around brands.
Dixie and MommyCastSurvey says: MommyCast listeners 70% more likely to buy Dixie paper products
What does that mean for the technology?Distributed, audience-centric, loosely coupled
DBE Map
Ning* SocialNetwork
Channel
PodangoPress
Show A
Blogger
Show B
WordPress
Show C
Drupal
Show D
Podango.com
Hosting/Services
PodangoWidgets
PodangoWidgets
PodangoWidgets
PodangoWidgets
PodangoWidgets
APIs
TwitterFriendFeed
Ning*OpenSocial*FaceBook*
DistributionIntegrations
iTunes/RSSEmail*
* Target Date Q4 ‘08
Adobe AMP
RMAP
RMAP = lots of media files
Lots of storage capacity and ability to grow
CPU time for transcoding, media assembly (ad/sponsorship and component stitching)
Traffic patterns are ‘spikey’
Technology Map
Podango Pressview and manage individual shows (upload content,
manage metadata), and stations
www.podango.comDirectory, site
Administration, Site content (learning center about us),
payments, account signup, etc..
Social Networks (Facebook, Open
Social, Ning, Friendfeed, etc.) via APIs, Widgets, Apps/
plugins
Database farm
S3 Storage
Download ServerFarm
High availability & high performance
downloads, statsData Mine
Remote PlayerConsumes Content
Record StatsEnables Sharing
Enables Interaction
PSBLPush assembled content into PE*
Uploader
* APIs & Widgets* RSS ingestion* Media Management stitching/assembly, standardization* Stats gathering, mining & reporting* Generate RSS Feeds, email notifications
FTP Media ServerPush episode media
to PE
SQS
Podango.com Product Technology
Map
Media Processing
RSS ingestion
Pull media producers’ feeds & create episodes
Media transcoding and stitching
listen on SQS queue for jobs, pull originals off S3, process and pushed finished files to S3
Content Publishing
~16 Download Server EC2 instances
Proxy requests for S3
Can failover to CDN or S3 directly (bypassing proxy)
3 HTTP load balancer instances
~17 HTTP application server instances
HTML
RSS
2 Image application server instances
ROI - ROFL
Colo solution (Competitors)
Start: $100k+, 3-4 FTE management, ~$10k/mo
Now: 2-3 FTE, ~$100k/mo
AWS solution (smooth scaling)
Start: $0 setup, 1.5 FTE management, ~$1k/mo
Now: 1.5 FTE management
Extensions into Business
AWS-inspired business practices
Distributed offices
On-demand staff augmentation
Low-risk, high quality communication
Flexible and fast, nimble and nascent
