feature content distribution
operator needs to install a central control system, or a system manager, like Broadpeak’s BkM Mediator, to help them administrate the bandwidth they intend on parceling out. This administration tool is a portal to the operator’s available network bandwidth and gives them the ability to define network topology. In other words, through this portal, the operator can easily define the portion of their bandwidth they wish to resell directly to content providers - and they can also easily define how content is distributed to different points of presence.
“A system like this has numerous benefits for operators of all sizes,” Le Mancq continued. “First, this more direct relationship between the operator and the content provider provides a better ability to provision bandwidth accurately across the network. Reducing unknowns is a key to effectively avoiding network congestion. Second, an operator doesn’t have to be the only administrator. An operator could provide administration rights to one or more resellers, and allow resellers to define their own policies relative to content - such as how many channels, which video-on-demand (VoD) catalogues to deploy, etc. And, of course, there are additional revenues to be had for the operator creating this wholesale opportunity.”
A further advantage of this scenario, and one that a traditional CDN can’t offer, is content quality control all the way to the home. In the traditional model (if we can call anything Internet-related traditional), once a content provider turns its content over to a CDN, proof of delivery and signal presence is easily monitored,
There are many factors that go into determining the best option for operators and content producers when it comes to content delivery and the need for delivery partners. For many situations in play today, both operators and content owners should
understand that third- party CDNs are not the only game in town.
however, the quality of the signal ultimately being delivered is difficult, if not impossible, to track. By providing all the bandwidth and service a content provider would need, an operator can now also guarantee quality of service. As more and more content is being viewed in homes in high definition, with theatre-like surround sound, it’s more important than ever to deliver the highest level of quality. A consumer who has spent several thousand Euros on a home entertainment system is not going to accept anything but the best. By managing the delivery of the content directly from the content provider straight to the viewer, the operator has the best opportunity to meet that standard.
A system like the BkM is also capable of handling the complicated delivery schemes being driven by the demand for multi-screen content consumption. The Broadpeak system is integrated with video servers (it’s compatible with most video servers like Broadpeak’s own BkS Streamer series, Windows Media Servers, or other 3rd party servers) and easily manages the output of content for IPTV, cable VoD, mobile devices, the open Internet or hybrid topologies. The system manager enables the operator to easily drive the streaming content across these networks to just about any edge device in use today including set-top-boxes, PCs, connected TVs or other Internet-connected devices, such as Blu-ray players and tablets. Content providers also currently choose CDN solutions because of their interest in protecting the security and privacy of their value assets - alas, piracy has not diminished as a concern for content owners in the digital age. The type of wholesale system described here provides an answer for this concern. Operators, using the administrative portal, can provide each content provider with dedicated server space - or even quarantine certain content to create an even higher level of security and quality.
An option for content owners
The operator doesn’t hold all the cards in the content delivery game, though. A content provider (say, a studio or a large producer, such as BBC) may choose to install a CDN system itself - call it a contribution CDN. As the Comcast/Netflix case points out, the content owner is at some risk because of the relationships between Internet
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service providers (eg Comcast) and CDN providers. While unlikely, let’s say a scenario played out that would have an ISP refusing to provide access to a certain CDN due to security concerns or other business issues. A content owner needing to get programming through to the ISP would be without recourse, other than to scramble and quickly find another CDN to handle its needs. To mitigate concerns over such an occurrence, a content producer may instead opt for ownership of its own CDN solution.
Acting as the owner and manager of a CDN has some drawbacks (eg the need for content distribution expertise), but the advantages may outweigh the concerns. For one, ceding control over content assets to fewer parties may be attractive to certain content owners who are especially concerned about security and/or quality. Certainly, creating fewer handoffs in the delivery chain can only help. Another advantage, of course, is reduced overall costs of distribution. Once the content owner absorbs the initial costs to build its distribution mechanism, tacking on additional costs for a third-party CDN provider will become unnecessary. “The key factor in all of these scenarios is freedom of choice,” said Le Mancq. “Operators and content providers have the ability to adjust their current workflows and have more ownership over the process. There are obvious advantages to dealing with a third-party CDN provider, such as their years of expertise and the peace of mind they bring to many relationships. Plus, a third-party CDN is uniquely capable of handling international content distribution, when an operator’s network is limited by its geographical footprint. These international advantages present challenges, though, where only more local distribution is required - especially the burden placed on intercontinental bandwidth. A CDN can, and will, use its servers anywhere in the world to balance traffic flow. So, content originating in France and being distributed to French viewers, may be forced to unnecessarily travel the globe along the way.”
There are many factors that go into determining the best option for operators and content producers when it comes to content delivery and the need for delivery partners. For many situations in play today, both operators and content owners should understand that third-party CDNs are not the only game in town.
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