Archive for October, 2007

Thoughts on Architecting a Video Transcoding System

Rich HallHi, I’m Rich Hall, Director of DSP Development for RipCode and another new voice on the RipCode blog. I’ve read the Brian Peebles article Architecting a Video Transcoding System, and thought it was a well written and thought provoking piece.  I’ve been involved in building audio/video and graphic systems for over 20 years, and architecting these systems for performance, function, cost, etc. has been a daunting task, with the consequences large and long standing.  I like to tell the story of when I was a junior engineer building mainframe graphic systems for CAD/CAM applications, we had a director that in every product meeting would remind us of our top 3 product goals; 1) performance, 2) performance, and 3) ah – performance.  He would then go on with a wry smile and say there is actually a 4th goal, but I don’t think I have to mention what that was.

As Brian pointed out in his article, performance is not the only requirement.  These systems must also be architected for functionality, quality, serviceability, upgradeability, as well as other less thought of but equally important factors such as space and power requirements.  Architecting video conferencing systems for 6 years, including going thru 3 different architectures, has further heightened my awareness of the critical impact in choosing the right architecture now, and for that architecture to be viable as your business grows.

Architecting video transcoding systems leverages very similar requirements demanded by these earlier graphic and recent video conferencing systems.  With the technology requirements needed for audio and video transcoding, the architecture and hardware selection is critical.  Audio and video processing demand is increasing exponentially, from the social networking sites, to the deployment of video content to mobile phones and laptops, to IPTV, etc.  The plethora of audio and video algorithms (e.g. AMR, AAC, MP3, AC3, H.264, WMV, Flash, MPEG), along with all of their various profiles, as well as the almost infinite number of resolutions, frame rates, and bit rates has generated the need for multimedia processing that is hard to comprehend.  Add to this all of the required image and audio processing (e.g. scaling, de-interlacing, sample rate conversion, audio gain and normalization), and we effectively need the horsepower of a top fuel dragster with the function, reliability, maintainability, and earth friendly features of a Toyota Prius.

So, what does all of this mean?  Well, it means we need ultra fast (for the most part parallel) mathematical processing, extremely efficient data movement, and the flexibility and programming model to quickly react to customer’s changing demands and the ever changing algorithmetic standards.  Unfortunately, these goals have traditionally been at odds with each other.  Typically, the fastest hardware for video type processing has been an ASIC.  But, ASIC’s have their inherent problems.  They typically only support one or maybe a few codec standards, won’t support new codec standards, and would very likely not support a new profile or appendix of an existing standard.  And in case anyone get’s the notion that ‘this standard and its profiles are the last’, take a look at the relatively new H.264 – the ever growing number of profiles is getting staggering.  Add to that the fact that it is usually not cost effective for a company to build its own ASIC, thus relying on a 3rd party vendor, an ASIC solution is usually a risky non extensible solution.

At the other end is flexibility.  GPPs traditionally have been the most flexible platform.  But it is quite a universal feeling that GPPs just are not designed for the heavy mathematical processing required for video compression and image processing.  Throwing multiple cores helps some, but diminishing returns quickly kick in with regard to data movement and power consumption.

Other solutions are starting to gain some traction, such as FPGAs, and the new class of parallel programmable processors (e.g. Stream Processors, IBM Cell).  FPGAs have the advantage that they’re quite fast, and retain a level of programmability.  However, they suffer drawbacks in that typically the engineers that have the programming competence are not video algorithmetic engineers, resulting in either sub optimal implementations or difficult project collaboration.  FPGAs also typically require some means of ‘GPP’ for general control and system interface, so you end up with a multi architecture solution with sometimes significant data movement.

The new class of parallel programmable processors are certainly an interesting piece of technology worth watching.  The claims from a couple of years ago are quite interesting – ASIC level speed with the ease and programmability of a GPP or DSP.  I think the jury is still out on these claims, and as we’re starting to see some of these technologies coming to fruition, we’ll start to get some visibility into the actual performance and practical programmability.

Ok, you noticed I left DSP’s for last.  DSP’s have traditionally been the choice for many multimedia architectures, but have always left architects wishing for more.  They were never quite fast enough, never quite easy enough to extract the maximum performance from.  Many companies have shifted DSP’s and architectures in search of the ‘holy grail’.  Well, I think we may be finally getting there with the next class of traditional DSP’s that include ‘GPP’ cores and hardware acceleration for mathematical functions required by video compression.  The result is the potential to have it all – the ease of GPP programmability for control software and system interfacing, the speed and programmability of a DSP core for traditional video and audio processing, and the raw speed of an ASIC for the heavy processing power required by a video compression algorithm like H.264 for functions like motion estimation and de-blocking.  The result being a single core that can be used to build a transcoding product that is flexible, sustainable, eco friendly, and reflecting back to that director of mine many years ago – just plan ol’ fast.

The Entrepreneurial Spirit

According to our VP of Engineering, Cliff Hall, you have to be kind of stupid to start a company.  Not stupid in the head.  You have to have limited knowledge of what you’re going to do.  What Cliff means by this is, if you know too much you’ll find all the reasons not to do it.  It’s akin to diving off the high-dive at the pool and not looking down first.  If you look down, you’ll probably freeze at the end of the diving board.  I thought about this as I read an article this week in the New York Times called Silicon Valley Start-Ups Awash in Dollars, Again by Brad Stone and Matt Richtel. 

The article likens the recent rise in VC funding for Internet companies with little or no revenue to the dot-com boom several years ago.  I am not an expert in start-up macro economics; although I do play one as CEO of RipCode, but I think the bubble comparison is a bit crazy.  The market dynamics for the majority of Web 2.0 start-ups being funded today is very different than it was in the late nineties.  

What I do know for sure is that starting a company is hard work – bubble or no bubble – anyone that has ever done it will agree with me. So you have to be a little crazy or be a little naive to get into the start-up game.  I discussed with Chris Phipps in a recent interview with the DallasBlog, that most entrepreneurs only have a finite amount of start-ups in them because it takes so much energy and mental fortitude to make it successful.  And though it may seem that Internet start-ups are being showered with VC dollars, I know firsthand how hard it is to raise money.  Funding a company takes a lot of time and effort.  And it doesn’t stop once you secure the money.  The money is only a means to the end – you haven’t succeeded just because you were able to get funding.

Chris asked me in the interview to rank Product, People or Market as the most important for starting a new company.  Easy, market first.  You have to be on the right wave when there is an opportunity for your technology.  It’s easy to point to reports and market metrics that tell us the Internet and mobile video market is exploding.  Enabling technologies like transcoding will certainly benefit from this wave as UGV sites, studios and syndicators look for ways to grow their business and add new revenue through cross marketing of video content.

When you can hit the trifecta like I think we have with RipCode – the right market, smart people and a great product – that really makes this is a fun time to be an entrepreneur. 

Part 3: IDC Interview - Internet and Mobile Video, Solutions for the Long Tail

Today we’re bringing you the last video blog in a 3 Part interview series with IDC analyst, Greg Ireland. Greg co-authored the whitepaper Transcoding Internet and Mobile Video: Solutions for the Long Tail. If you missed the first two interviews, I encourage you to take some time to view those. Greg has some great insight into the Internet and mobile video markets that is well worth hearing.  In today’s video blog, we talk about a variety of topics including how transcoding can better serve consumers and where it fits within online and mobile advertising.  We also discuss broadband’s impact on Internet video and consumer’s viewing habits.  And finally, we touch on the future outlook for video codecs including the movement toward H.264.

We hope you found this interview series insightful. For more information on this topic, you can download the complete IDC whitepaper from the RipCode website. We plan future video blog conversations with other industry thought leaders, so stay tuned.

Online Video Advertising Gets Personal

Mark Fears

Hi, I’m Mark Fears, Director of Product Management at RipCode and a new voice on the RipCode blog.  This first post was inspired when I read an interesting news release this week from Maven Networks on the Streaming Media website, about the formation of a new Online TV Advertising organization that’s dedicated to researching technology to enhance the user experience for Internet video ads. The new organization features such heavy hitters as Microsoft, Maven, Fox News Digital, TV Guide and DoubleClick. While some may find online video ads an annoyance, you need to look beyond the typical 15-second commercial spot and think about the big financial picture. After all, online video sites have to monetize their content in order to create a financially viable business, and thus stay in business.  So advertising is as necessary to online video as it is to television programming.  But what I am pleased to hear is that one of the goals of this new organization is “creating engaging and appealing user experiences”.

Like anyone, I find that online video ads can be a barrier to the instant gratification that I have come to expect from my online experience. Don’t get me wrong, I don’t really mind sites funding their online presence with advertising but I don’t like being forced to watch advertising that focuses on something in which I have no interest.

However with the power of online video and the tools available to developers, there is no reason to have the same impersonal 30-second commercial that we suffer through during primetime TV. For example, I sat through an Adobe presentation at the IBC2007 show in Amsterdam and saw some interesting technology that they’re enabling through their new Adobe Media Player. There is a beta version available online at http://labs.adobe.com. These new tools allow you to embed a sprite in the corner of the video. On the surface, it may not sound like much, but it does allow me to immediately watch the content I selected without waiting for the advertiser to get their screen time. With this technology, the ad ran as a small image in a corner of the video allowing me to view the desired content immediately.

But the real power of this technology was that the ad sprite actually pertained to the video content that I was viewing. For example, if I was watching the weather forecast for an upcoming trip I have to Florida, the ad sprite could be promoting sunscreen or some other relevant product I might need for my trip. And, not only could the product relate to the video content, it’s also a click-able link that opens a shopping cart and allows you to drop in the product ready for an immediate online transaction.

Now that is making advertising a personal and engaging experience which is what online video is all about!

Part 2: IDC Interview - Transcoding Internet and Mobile Video, Solutions for the Long Tail

As a follow up to last week, we’re excited to bring you Part 2 of a 3 Part interview series with IDC analyst, Greg Ireland. Greg co-authored the whitepaper Transcoding Internet and Mobile Video: Solutions for the Long Tail. I had the opportunity to sit down with Greg during his visit to Austin several weeks ago and we talked at length about the direction of the Internet and mobile video markets. In Part 1 of the interview, we discussed market forces driving transcoding, the mobile video impact, and how the Long Tail is being applied to video. In Part 2, we talk about where transcoding fits into the Internet video business model, we look at data around the growth of Internet video, in particular, the rise of short form content and we discuss the drivers pushing additional encodes in an effort to reach the concept of video viewing ubiquity. Look for the final installment of my 3-Part interview with Greg Ireland next week. For more information on this topic, you can download the complete IDC whitepaper from the RipCode website.

Blog Action Day: Eco Friendly Video Transcoding

For those who may not know, today, October 15th, is Blog Action Day.  Bloggers around the web are uniting to put a single important issue on everyone’s mind - the environment. Every blogger, including me, is posting about the environment in their own way and relating to their own topic. For RipCode, that’s video transcoding.  I’ve talked in a previous post about how RipCode has introduced a powerful, yet energy efficient single RU appliance which can replace between 10 – 20 general purpose transcode servers.  And at only 165 watts, can translate into significant energy savings, especially for large data centers.
 
Other technologies like blade servers and virtualization are giving data center managers choices for reducing their overall hardware and energy use.  But in the video transcoding space, legacy general purpose servers still dominate the data centers for user generated video sites, studios and syndicators.  Internet and mobile video is growing at a tremendous rate – IDC predicts that by 2011 over 7,800 terabytes of video per day will be downloaded from websites. At RipCode we’re working to transform the way in which most companies think about transcoding and educate the market on a more efficient way to process video content.  But we also understand that not everyone can or will transition to appliance-based transcoding technology…at least not right away.  However there are things that data center managers can do to measure and improve the efficiency of both new and existing data centers.  The GreenGrid, a consortium of information technology companies and professionals seeking to improve energy efficiency in data centers, offers a few good whitepapers for guiding data center managers on these topics. 

In an interesting article by Alex Goldman of ISP-Planet, he quotes Russell Kurtz a principal at CS Technology who gave the keynote address on a conference focused on next generation data center challenges and solutions.  Kurtz said, “Politicians and regulators are starting to notice that data centers consume a significant amount of energy. It’s 1 percent to 2 percent of the U.S. electric load (and growing).  The problems remain that if a data center is built for 10 MW or 20 MW, remember that an electric substation does about 40 MW.  Your data center could use half the local load.”  This underscores what we’ve heard from customers who have space to grow in their data center, but can’t get more power to their building.  Adding more general purpose servers just is not an efficient means to keep up with the amount of video that needs to be transcoded.

This is not an insignificant problem.  So on Blog Action Day, my hope is educate a few more people about the benefits of green transcoding technology like RipCode and reduce the energy footprint required to process the growing volume of online and mobile video.

Part 1: IDC Interview - Transcoding Internet and Mobile Video, Solutions for the Long Tail

We’re excited to bring you Part 1 of a 3 Part interview series with IDC analyst, Greg Ireland. Greg co-authored the whitepaper Transcoding Internet and Mobile Video: Solutions for the Long Tail. I had the opportunity to sit down with Greg during his visit to Austin and we talked at length about the direction of the Internet and mobile video markets. In Part 1 of the interview, we discuss market forces driving transcoding, the mobile video impact, and how the Long Tail is being applied to video.  Look for Parts 2 and 3 of my interview with Greg Ireland next week.  For more information on this topic, you can download the complete IDC whitepaper from the RipCode website.

Sharing Best Practices: Video Processing

This is a nod to Robert Reinhardt over at Flash Support for two cool Flash resources (1) table of Optimal Frame Dimensions for Flash Video (2) Flash Video Bitrate Calculator.  Those of you who have dealt with the hassles of figuring out bitrates, aspect ratios, sampling rate, and so forth in order to tame the video delivery process will certainly appreciate these reference tools.
 
This post and future tips, tricks and resources I find on the Web or glimpse from the RipCode team will be tagged “Best Practice”.  My goal is for this to be an online resource that houses some of the best thinking and resources available.