Microsoft Media Platform Overview

During the 17 days of the event –

1.3B page views

50M unique visitors

70M videos watched

5K unique clips viewed per day during

final week

35M mobile views

130K peak streams

600M minutes of video delivered

3.5 petabytes of videos delivered

27 minutes of viewing per session

5.6M unique visitors

6.5M total hours

$30M in advertising revenue

“Netflix chose Silverlight because it makes a faster and more agile development environment

possible, allowing Netflix to quickly deliver a superior instant watching experience to our subscribers.

When Netflix deployed Silverlight last fall, Netflix members realized a richer experience of access and

quality to instantly watch movies and TV episodes from Netflix on their PCs and, for the first time,

were able to instantly watch the same content on their Intel-based MacIntosh computers.”

Steve Swasey, Netflix VP of Corporate Communications

NETWORK

“OFF-RAMP”

PRODUCTION

“ON-RAMP”

Content

Delivery

User

Experience

Monetization

Rights

Mgmt

Business

Intelligence

Content

Management

Workflow

Music

Video

Metadata

Tape

TV

Gaming

TV

DVD

Print

Mobile

Web/P2P

Portable

Media

IPTV

Customer ProfilesNames Addresses Interests Interaction History (….)

Community

Instant Messaging

E-Mail

Content Sharing

Advertising

Digital Content Management

Digital Rights Management

Digital Content Distribution

User Experience

Devices

E-CommerceAd-

Funded

Browse SearchRecom

mend

Messa-

gingReporting

Reporting Engine

Data

Warehouse

Customer Relationship Management

Personalization

User Experience Configuration & Extension Development

Media Player EPG Catalog Genres Recommendations Device Adaption

Ingest System DAM System

Assets Asset Metadata

Windows Media Stream Download (direct)

Ad Serving

Inventory Management

Advertising

Metrics and Reports

Offers Definition

Pricing and Discounts

Bundles

Transactions

Billing

Customer Profiles

Transaction History

Customer Request Handling

Discover Search Recommend Aggregate Personalize

Content Exhibits

Reports

Advertising

Reports

User Profile and

Behavior Reports

Technical Reports

Management

Reports

Modules Layout Themes Functional Extensions Interface Extensions

Licensing Encryption Geo-IP Restriction

Subscri

ptions

Pay

(PPV,

PTO,

Buy-X)

Editorial ContentVoD Content Live TV Editorial

VoD Catalog EPG Metadata

User Gen ContentUG Video UG Tags

Content OffersPrice Bundles

Discounts Promotions

Ad CampaignsCampaigns Keywords

Creative Rate Cards

CommunityAdvertising

Digital Content Management

Digital Rights Management

Digital Content Distribution

User Experience

Devices

E-Commerce

Reporting

Reporting Engine

Customer Relationship Management

Personalization

User Experience Configuration and Extension Development

Customer Profiles

Editorial Content User Gen ContentContent OffersAd Campaigns

Microsoft®

PlayReady

An integrated Web media delivery platform, delivers true HD (1080p) streaming and provides

real-time logging to measure media investments. By offering a complete media delivery

platform together with a traditional Web server, rich dynamic Web sites can now be managed

and administered from a single Web platform

Intelligent Progressive

Downloads

Bit Rate Throttling

increases scalability for

progressive downloads

while reducing bandwidth

costs

Web Playlists enable you

to protect, personalize,

and monetize your media

assets

Live Smooth Streaming

Smooth Streaming

enables uninterrupted,

streaming to Silverlight

clients via HTTP, up to

true HD (1080p)

Live Smooth Streaming

delivers massively

scalable Smooth

Streaming for live events

Advanced Logging

Advanced Logging

provides rich, flexible data

collection and real-time

client and server-side

logging capabilities

Create custom logging for

modules and applications,

implement a centralized

log farm, or track end user

engagement

Edge Caching

End users have a better

experience when your

Web and media content is

close to them. When you

need to scale out your

network for broader reach,

IIS now provides proxying

and disk-based edge

caching

OverviewLive and on-demand media over HTTP

A hybrid media delivery method that acts like

streaming but is in fact a series of short

progressive downloads

Leverages existing content caches

Player can seamlessly switch video quality and

bit rate based on perceived network bandwidth

and CPU resources

Support for content protection

Benefits to ConsumersFast start-up and seek times

No buffering, no disconnects, no

playback stutter

True HD experience; best quality possible

Benefits to Media CompaniesLow-cost deployment – use existing

infrastructure

Extended engagements

Improved advertising and subscription revenues

DRM Service ProvidersEncoding Product VendorsContent Delivery Networks

Active control:

management

& coordination

Key frame

alignment and

time sync

aligned

2) User requests media content from a Silverlight player via Akamai URL

End user requests IP address from Akamai DNS system and gets optimal HTTP server IP

End User

DNS

4) Media player receives stream from Akamai HTTP server, going back to Akamai IIS middle tier to fill the cache if necessary.

StreamOS

2

4

3) Silverlight player contacts Akamai HTTP server to request content.

Akamai HTTP

Edge Servers

Expression

Encoder

1) Customer uses Microsoft Expression to encode Smooth Streaming content and publish it to StreamOS (or NetStorage)

1

3

Akamai IIS

Middle Tier

• 36,000 Servers

• 1,500 Locations

• 900 Networks

• 750 Cities

• 70 Countries

All content was encoded with Expression Encoder 2 SP1

Audio:

WMA 10 Professional codec

64 kbps 44.1 kHz stereo – great quality, comparable to HE-AAC

Video:

VC-1 Advanced Profile

1-pass CBR with 5 second VBV buffer

Fixed length 2-second closed GOPs

Maximum encoder complexity for maximum quality

Cross-browser

Cross-platform

Built on .NET

Smooth streaming

Formats

Digital content protection

Advanced content support

Out-of-browser

SEO discoverability

Enhanced graphics

FAST Enterprise Search Platform

FAST

AdMomentumEnd-to-end online

advertising monetization

FAST

ImpulseContent spotlighting based

on business drivers

FAST

UnityBlending of content from

internal and external sources

FAST RecommendationsPersonalized content and

product promotions

FAST currently powers portals and devices reaching approximately 400m users

Search and navigation to

guides users to favorite

video content:

• Simple, intuitive user

experience has driven

Hulu.com to Top 10 video

sites (Nielsen Online)

• Content aggregation and

data cleansing enables

aggregation of wide and

deep content library

• Meta-data enrichment and

refinement supports

simplified content

discovery experience

• Promote sales of digital

and physical formats

through partners

Ad “Network”Maximize revenue

to publishers

and

results for advertisers

Publisher Tools

& Services

Can utilize

publisher data and

preferred access

to inventory,

audiences

PublishersAdvertisers

& Agencies

Buy-side Tools

& Advice

Provides

proprietary

advertiser data

and cross brand

insights

Provides a national service platform for managing end-to-end targeted, interactive applications across MSOs

Measures engagement through targeted interactivity during programs and advertisements

National Campaign

Management for iTV

and eTV

Aggregates video inventory in a common sales and automation system

Integrates census level data and real-time intelligence to behaviorally target across networks and platforms

Reduces friction of buying and addresses media fragmentation

Behavioral Ad

Network for TV

Collects second-by-second tuner data from millions of set-top boxes across North America

Enables true ROI through detailed reporting and analytics

Bringing the accountability, targeting and interactivity of the Internet to Television

Anonymous

Viewership Data

Collection

© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market

conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.

MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.