1.
1.Media & Entertainment
Industry
EdgeMedia & Entertainment
Feature stories
NASCAR and HP drive
innovation with Fan and
Media Engagement Center
The Dallas Cowboys
draft HP for mobile
Cloud helps DreamWorks
Animation innovate
content creation
HP Enterprise Services • Issue 009 • Fall 2012

2.
Reshaping the
landscape of
media and
entertainment
innovation
Innovation has long been at the heart of the
media and entertainment industry—from
silent, black-and-white movies to captivating
3D feature films, from small theaters to concert
stages with huge screens and pyrotechnics,
from sitting on the sidelines to watching instant
replays in HD from your couch, and from seeing
a race car on a track to riding in the driver’s
seat via your tablet. Innovations like these
help companies stay ahead of the competition,
ensure revenue growth, and heighten customer
engagement by delivering exceptionally
memorable experiences.
More than any other business community,
media and entertainment relies on
technological innovation to drive the future
of consumer enjoyment. The elements that
make up an extraordinary entertainment
experience for someone today will be
“so yesterday” in a matter of moments.
So the challenge becomes “How do modern
media and entertainment companies continue
to innovate?”

3.
In this issue
4 Six trends transforming media
and entertainment
10 NASCAR and HP drive innovation with
Fan and Media Engagement Center
14 Mobile performance engineering helps
score touchdowns with customers
20 Three rules for using cloud to produce,
manage, and distribute creative content
26 Deliver an exceptional user experience
with real-time analytics
32 How to manage rich media assets
and monetize content
36 Protect creative content by implementing five
key attributes of a mature security ecosystem
40 Why HP in media and entertainment?
HP has the capability to help create your
innovation vision, and the professionals to turn
it into a reality, with a focus on:
• Monetizing digital content across
multiple channels
• Providing actionable, unparalleled
customer intelligence
• Enabling seamless, exciting, connected
user experiences
• Delivering operational efficiencies
to enable more innovation
The articles on the following pages provide
information on groundbreaking opportunities
for media and entertainment companies
and how HP helps turn new technologies
into exciting experiences for guests, fans,
moviegoers, and the connected consumer.
To learn more about how HP can help
with your innovation journey, visit
www.hp.com/go/media.
Jeffrey Caldwell
Senior Practice Director
Industry Consulting Services
Communications, Media & Entertainment
HP Enterprise Services

4.
5.Media & Entertainment
Six trends
transforming
media and
entertainment
The media and entertainment
industry is going through an
unprecedented transformation
driven by the rapid consumer
adoption of new devices, streaming
media, high-bandwidth networks,
social media platforms, and other
amazing technology advancements.
But the cultural impact these
innovations have in the way
audiences now access, select,
share, and consume media is
even more profound.
Innovative solutions are available to help
companies keep pace with these digital and
cultural changes to engage consumers with
targeted, branded, and compelling content
delivered across traditional, digital, social,
or any other channel they may prefer. Six key
trends illustrate the ways leading media and
entertainment companies are seizing the digital
stage to play to an evolving audience.
Audiences
areconsuming
mediaacross
multiplechannels
Trend #1
Consumers can no longer be counted on to sit
at home and passively watch the programming
served up to them by television or cable
companies. Rather, the overarching trend is for
consumers to view, listen, follow, and actively
engage with the content being delivered without
regard to the medium, company, or channel
delivering it.

5.
6. Media & Entertainment
Leading media and entertainment companies
are extending their brands, content, and
audience engagements across multiple
channels, including social media. Doing this
successfully requires that content producers
gain a comprehensive understanding of the
many new and diverse ways that consumers
are interacting with their brands. It also creates
a need for improved analytics to support
real-time decision-making with respect to
programming, marketing (including digital
marketing and social media), PR, and ad sales.
Consumers want
to access content
on any device,
anywhere
Trend #2
Audiences are adopting a multiplatform media
consumption lifestyle where they expect to have
the same high-quality user experience no matter
how they’re accessing the content. And in this
environment, they are increasingly accessing
content over mobile devices. This provides the
opportunity for both creative producers and
brand managers to deliver their content to an
ever-expanding variety of form factors and
venues. Mobile solutions not only provide the
opportunity to make location-based content
offers but can also extend the brand from the
content to related product offerings.
With the proliferation of mobile, web-based,
and personal video recorder (PVR) viewing of
content, consumers are relating less to the
network or production company and more with
the brand or the content itself. Leading media
and entertainment companies are adapting to
this change with more comprehensive brand and
social media strategies that encompass every
audience touch point.
Read more about how you can “go mobile”
with your branded content in the article,
“Mobile performance engineering helps score
touchdowns with customers.”
Consumers make
entertainment
decisions based
on social media
Trend #3
Consumers are increasingly turning to their
favorite bloggers and social media networks to
decide how to spend their limited entertainment

6.
7.Media & Entertainment
time and money. Leading companies are
therefore listening to, analyzing, and influencing
what is said about their brands online. They are
dynamically orchestrating multiple audience
engagements by applying data analytics to
social media platforms to create new social
communities, promote events, and recruit
participants. Further, multiplatform integration
can coordinate multiple social profiles from a
unified content solution to provide a consistent
user experience as well as strengthen the brand.
Cross-correlating multiple social profiles
provides a more holistic view of the target
audience. This can then be used to drive
optimized content and commerce activities
to them. Again, personalized engagement can
be provided across multiple social platforms
using one originating source. This capability
can be leveraged on a one-to-one or one-to-
network basis.
Learn more about how NASCAR is using social
media to reach critical new audiences and
enhance the fan experience on page 10.
Overwhelming
volumeofcontent
tostore,manage,
andarchive
Trend #4
Digital media requires more distribution
bandwidth and storage capacity than ever
before. For example, more content today
is being generated in high-definition, at
increasing resolutions and potentially higher
frame rates, which dramatically increases the
volume of data being created. This data must
be stored, managed, and archived. Media and
entertainment companies must keep pace with
advanced storage and network solutions.
In addition, the trend is for content to be
created and consumed concurrently. Big data
analysis provides insights on how audiences
are consuming content. Structured data from
formal surveys can now be augmented with
the unstructured data provided by monitoring
social media. Leading media and entertainment
companies are seizing this opportunity to use
big data analytics to continuously engage with
their audiences over multiple channels in near
real time.
Read more about how you can engage
audiences across multiple channels in the
article, “Deliver an exceptional user experience
with real-time analytics.”

7.
8. Media & Entertainment
Needinnovative
waystomonetize
content
Trend #5
With increased pressure from the sales of
packaged media (such as DVD and Blu-ray)
on traditional television, cable, and cinema
revenues as well as the impact of the “by the
drink” pricing model for digital download of
music (MP3) and entertainment (on demand),
media companies are seeking alternatives for
monetizing their digital assets. These include
new ways of distributing content via mobile and
social media platforms as well as Over-the-Top
and live events.
Rich media, formed from a combination of
various dynamic content, provide the key
to delivering engaging user experiences
and attracting paying customers. Leading
companies recognize that implementing rich
media asset management helps derive the
full economic value from these assets.
In particular, digital asset management
solutions help leverage the many digital
assets that have already been developed but
that are often scattered across the enterprise.
Organizing digital content enables these assets
to be categorized, prioritized, enhanced, and
securely accessed by production, marketing,
PR, consumer product groups, or other users
as needed.
Read more about how you can organize
and monetize digital content in the article,
“How to manage rich media assets and
monetize content.”
Creative
productionand
collaboration
isincreasingly
globalized
Trend #6
Media and entertainment is a global business.
More and more, productions are shot on
location, with the finishing, visual effects, and
post production often happening in different
locations. Further, studio executives need
immediate, secure access to all of this work-
in-progress from the home office to maintain
control. Better tools and infrastructure cost-
effectively facilitate this trend toward global
production and project collaboration.
Companies delivering content outside of the
traditional network model put pressure on
broadcast networks and stations to avoid
erosion of revenue. But the “second screen”
provided through mobile and social media
delivery helps them tap new revenue streams
for their content. Cloud-based infrastructure
provides cost-effective solutions to deliver
content more efficiently over these critical
new platforms.

8.
9.Media & Entertainment
Read more about how you can create and
deliver content with greater efficiency in the
article, “Three rules for using cloud to produce,
manage, and distribute creative content.”
Tapintotrends
todeliver
betteraudience
experiences
New technologies for content consumption
are placing greater pressure on the content
owners and creators to speed up their
migration to a full, end-to-end digital
production and distribution supply chain.
Technology and cultural advancements will
only continue to accelerate and transform
media and entertainment in ways that no
one can fully foresee. That’s why it’s critical
to implement innovative and comprehensive
solutions that can adapt to new trends.
HP shows media and entertainment companies
how to better understand their customers
to keep up with ever-changing needs and
provide the content consumers want, when
and how they want it. We help deliver
seamless, connected customer experiences
across multiple channels while monetizing
content and reaching new customers. And HP
helps increase operational efficiencies to allow
media and entertainment companies to better
align resources to enable a greater focus on
driving innovation.
Learn more
HP can help media and entertainment
companies make the migration to digital in a
nondisruptive way, in a cost-efficient manner
that will sustain the continued growth and
innovative technological developments that
are happening more quickly each day. HP’s
industry consulting services practice for the
media and entertainment industry provides
informed strategic direction, innovative product
roadmaps, and proven project execution skills.
To learn more about the trends driving the
media and entertainment industry, and the
solutions available to help respond to them,
visit the HP website.
Steve Poehlein
Director, Media and Entertainment Solutions
Communications, Media & Entertainment
HP Enterprise Services

9.
11.Media & Entertainment
NASCAR and HP
drive innovation
with Fan and Media
Engagement Center
The story of NASCAR—the National Association for Stock Car Auto
Racing—is legendary, from its first sanctioned race at Daytona Beach in
1948 to its current standing as one of North America’s premier sports.
NASCAR races are now broadcast in more than 150 countries and in 20
languages. Innovation and technology have been a hallmark of NASCAR’s
growth throughout its long run.
To further its innovative image, NASCAR
has teamed with HP Enterprise Services
to develop the NASCAR Fan and Media
Engagement Center (FMEC), enabling NASCAR
to better serve the industry, media, and fans
through a solution that facilitates near real-
time response to traditional, digital, and
social media. In addition, HP innovations
in social business help NASCAR analyze and
determine the right voice, tone, and message
to reach critical new audiences and enhance
the fan experience.
Growing new
and old fans
Like many other businesses, NASCAR is
challenged to win new audiences and keep
growing during various economic cycles. Both
younger fans as well as new demographic
groups, including Latinos and women, provide
opportunities for the sport to expand beyond
its traditional fan base and increase event
attendance and enjoyment. The FMEC enables

10.
12. Media & Entertainment
NASCAR to gain a comprehensive and cohesive
view of these prospective fans, as well as new
partners and media, across both traditional and
digital media channels.
Further, NASCAR realizes that younger fans have
grown up in an always-on, socially connected
environment. They expect to enjoy and interact
with the race activities, drivers, teams, friends
and social groups not just at an event but
continuously prior to, during, and after the
race. The FMEC provides a comprehensive,
integrated solution that monitors information
and sentiment across this complex ecosystem
so NASCAR can create this new and exciting
extension to the more traditional race activities.
The solution also provides a better
understanding of these fans in relation
to their consumption and to their relationship
with NASCAR. Listening to fan communications,
tracking participation, then applying proactive
marketing and fan engagement will help
NASCAR teams discover opportunities
to add value.
Informed
engagement
enhances the
fan experience
The FMEC leverages information management
and analytics solutions from HP to enable
NASCAR to continuously listen to, monitor,
and engage with leading media channels.
NASCAR now has access to a complete analysis
of all key forms of media, including print,
television, radio, video, images, and social
media, which will provide the sports leader and
its industry partners with actionable insights on
trending news and conversations. By facilitating
more collaboration around this information,
NASCAR and its partners will be better equipped
to enhance the fan experience.
Comprehensive
interactive media
command center
capabilities
HP, through its consulting services practice for
the media and entertainment industry, worked
with NASCAR leaders to develop an overall
vision of the solution and then teamed with
the NASCAR technology group to create the
comprehensive environment. This “partnering”
approach allowed NASCAR to leverage existing
HP industry frameworks, best practices,
software, hardware, and display technology
while also having a solution that was tailored to
its specific needs.
The capabilities of this NASCAR solution are
unique in comparison with other social media
command centers. Currently other centers only
track social media information coming from
sources such as Facebook, Twitter, Yelp, etc.
This unique and innovative NASCAR center also
integrates media information from traditional

11.
13.Media & Entertainment
media (linear broadcast, online video, etc.).
This state-of-the-art combination provides
a distinct advantage in the ability to facilitate
the creation, data synthesis, and sharing
of information. Advanced interactive
capabilities can also be used in live venues,
across mobile devices, or for specialized
visualization experiences.
FMEC: Driving
innovation
for NASCAR
Highlights of the FMEC include:
• Provides real-time data capture and analysis
of conventional media (e.g., video and audio)
and social media (blog, Twitter, Facebook)
to help understand fan behavior across all
forms of media
• Allows NASCAR to directly share its
“voice” with fans, facilitating direct
and network discussions
• Transforms data into meaningful and
actionable business information across the
enterprise and with teams and partners
• Solutions are flexible and able to
leverage NASCAR’s existing data assets
and information provided from third-
party agencies
• Provides broadcast-worthy visualizations
and content
Learn more
To learn more about the NASCAR Fan
and Media Engagement Center and HP
media and entertainment solutions,
please read the press release.
Michael Crooks
Industry Consulting Practice Executive, Social Enterprise
Communications, Media & Entertainment
HP Enterprise Services

12.
15.Media & Entertainment
Mobileperformance
engineeringhelps
scoretouchdowns
withcustomers
Today’s consumers are
always connected, using their
smartphones and other smart
devices anywhere and anytime
to engage. They expect the same
from the mobile applications
they rely on, demanding apps
that complement specific device
features and are designed with
speed and utility in mind.
And just as a good NFL game plan includes
both running and passing, the development
of a compelling mobile entertainment app
requires a balance of strategy and technology.
Together, they deliver the winning experience
necessary to achieve brand integrity and
market adoption.
It’snot thedevice,
it’stheexperience
The fast growth and ubiquity of 3G/4G wireless
network coverage often makes it appear that
mobile apps can just be made an extension of
the desktop. But delivering a great mobile user
experience requires a high level of synergy
surrounding the performance of the wireless
network, user-centric design and feature
sets of the application, location awareness
capabilities, etc.
Mobile performance engineering helps
developers define the experience they will
provide the consumer by determining the
number of feature sets that can be put

13.
16. Media & Entertainment
into apps where the network might limit
the experience. Measuring the network
performance impact on the user experience
before and after the app is deployed helps
set realistic expectations.
Engineering
apps for mobile
mosh pits
Mobile performance engineering is especially
important for the media and entertainment
industry because the apps are content-
and transaction-intensive. Further, the
demands placed on a wireless network in an
entertainment venue—such as a football
stadium or concert venue—can scale quickly
as hundreds or thousands of fans crowd the
radio frequency environment, bounce
messages off each other, download apps,
and continuously update information.
In these live events, mobile apps can’t fail
their fans without damaging the brand.
This creates a challenge for mobile application
designers and developers who want to engineer
the best possible user experience without
compromising performance.
Think strategy
first, then tools
Achieving optimal mobile application
performance in an entertainment venue is
difficult without tools designed to measure
and benchmark typical performance and
engineer the best possible experience for
users. But when evaluating the available
options, remember that it’s bigger than the
SDK, it’s the strategy the tool enables.
A solid, well-thought-out strategy helps to
create a winning game plan that’s based
on actual network performance. With the
right strategy in place, you can create the
experience you want for your fans rather than
being stuck adapting to whatever evolves.
Strategy begins
with a baseline
Define the mobile experience you want by
establishing a mobile platform baseline for
current performance and defining the gap
between where you are, and where other
similar applications weigh in on performance
for similar kinds of mobile users and locations.
This includes but is not limited to:
• Define responsiveness of core feature sets
with test utilities and instrumentation.
• Measure stand-alone feature response times
and network-dependent feature response
time independently of each other.
• Identify use locations and sample typical
performance of location-aware mobile
feature sets.
• Analyze use patterns relative to time
of day that could affect network-
dependent feature performance.

14.
17.Media & Entertainment
• Review how application design patterns may
relate to average network response times.
• Consider optimization strategies for the
user interface and application design from
a network perspective (for example, how
does the application optimize its performance
in the best and worst network environments?).
• Look closely at application responsiveness
using both carrier networks and Wi-Fi as the
differences may be dramatic and vary widely
based on location.
The Dallas
Cowboys draft
HP for mobile
One of the NFL’s most respected teams—the
Dallas Cowboys—provides a great example
of how to do it right. The second most valuable
sports franchise in the world (just behind
Manchester United), the Cowboys engaged HP
to chart the team’s new mobile strategy to drive
more engaging fan experiences than ever before.
The franchise wanted to create an unparalleled
mobile experience for a global fan base whether
they’re at the game or not, while maximizing
revenue opportunities.
The mobile strategy includes social engagement,
media feeds on game day, location-based
services (including in the stadium), and
scannable calls-to-action to access marketing
campaigns from a mobile device.
HP provided consulting expertise including
resources that are peaked in mobile architecture,
user-centric design, and mobile solution
development to define this strategy and
roadmap. Professional services also included
onsite testing.
By creating a mobile strategy roadmap for
building immersive fan experiences, HP is
helping this NFL team develop new brand
engagement strategies that allow for more
targeted campaigns and new brand experiences.
A cohesive, multistage mobile strategy helps
the franchise drive new opportunities for brand
engagement and monetization in alignment with
business objectives at every turn.
Consulting
services
for mobile
performance
engineering
HP offers mobile instrumentation services,
a comprehensive service offering for mobile
developers, product managers, and quality
managers. Mobile instrumentation services
(MIS) provide flexible and extensible tools
for developers to assess mobile application
performance before, during, and after the
development process—giving product managers
the means to evaluate the user experience
before products are released. It gives quality

15.
18. Media & Entertainment
managers options for evaluating performance in
development, test, and production phases that go
beyond traditional simulation testing.
The mobile instrumentation SDK and service
offering puts mobile application developers in
control of mobile performance engineering by
providing instrumentation tools and metrics that
evaluate mobile app performance in the target
deployment environment. It gives developers,
product managers, and quality managers granular
control over the user experience with real-time
performance data that can be used to iteratively
fine-tune the experience based on location,
connectivity, hardware platform, and more.
Learn more
To learn more about mobile instrumentation
services provided by HP, visit our website.
Dion Eusepi
Mobile Solution Architect
Communications, Media & Entertainment
HP Enterprise Services
Mobile
instrumentation
services
Mobile instrumentation services from HP
provide flexible tools for use on the mobile
clients that allow any test activity to deploy
and activate discrete testing of network
performance by location, time, device, or
users. The MIS offering eliminates the need
for simulation by enabling performance
testing in the target deployment environment
with the target devices used.
The toolkit includes an SDK that lets
developers implement instrumentation on
specific features for specific periods and
locations. The instrumentation tools capture
network performance data remotely and in
real time as the application is in use in its
targeted deployment environment.

16.
20. Media & Entertainment
Three rules for
using cloud to
produce, manage,
and distribute
creative content
These are exciting times in media and entertainment as the industry
continually pushes the boundaries of the user experience, from
increasingly complex computer effects and animation to motion capture
and 3D viewing, and extending to new mobile and social media platforms.
Media and entertainment companies
continuously need to move huge, rich data files
around the globe to make all of this “magic”
happen. And that’s not just within their own
organization or distribution medium, but more
and more with third-party creative partners—
from color correction to sound editing to video
touchup—that need to come together at a
moment’s notice.
Cloud provides the agility needed for producing,
managing, and distributing next-generation
digital content—not just for storage and
transport, but also now for rendering, encoding,
transcoding, and editing. It offers a more cost-
efficient way to create, collaborate on,
manage, access, and archive this content.
And it provides those capabilities in a secure,
controlled environment.
Cloud unleashes
the power of
creativity
Cloud provides numerous opportunities to drive
business value for media and entertainment
companies. It does this through:

17.
21.Media & Entertainment
• Productivity—enabling media and
entertainment companies to focus on
their core business and reduce the diversion
of resources to IT support organizations
and facilities
• Agility—quickly adapting to changing
production demands as well as seasonal
or event-driven consumption activities
• Flexibility—providing the right level
of infrastructure and software that can
adapt to both the content creators’ and
distributors’ needs
• Scalability—adding and decreasing
storage and bandwidth as production
volumes change
• Reliability—housing production data in
strong, stable, secure, and reliable facilities
Cloud lets movie makers, animators,
publishers, sports teams, and other media and
entertainment companies focus on what they
do best—produce entertaining, creative, and
immersive experiences for their customers.
But companies should follow three rules to
successfully implement it.
Three rules for
implementing
cloud in
media and
entertainment
In working with our media and entertainment
clients, we’ve found that success comes from
following three rules:
1. Keep your options open.
2. Seek consistency in deployment.
3. Ensure the security of your creative content.
Rule 1: Keep your options open
Media and entertainment is a broad and
expanding stage. And every player is unique.
Therefore, cloud solutions should be tailored
to meet the specific demands of each business
by leveraging the most appropriate aspects
of private and public cloud architectures, as
well as legacy IT investments. HP is committed
to the hybrid approach. That’s why our cloud
offerings are open and standards-based. As
media and entertainment companies start
their journey toward a cloud implementation
(private, public, or hybrid), HP is there to help
architect, design, and build it.
As a company, HP has already helped many
customers transform their IT environments
to hybrid cloud environments so they get their

18.
22. Media & Entertainment
cloud their way. We have a proven methodology
for doing so, with everything from content
ingestion to management to delivery. This
provides simplicity, speed, reduced cost and
risk, and compliance.
HP cloud offerings help deliver information
anywhere, applications anywhere, and
infrastructure anywhere for a cloud
environment that’s flexible and change-
ready—and tailored to each business or
agency. HP provides a complete solution—
hardware, software, and services—all based
on an architecture that grows as business
needs grow. Everything is integrated by design
for the media and entertainment industry.
Rule 2: Seek consistency in deployment
Moving to a cloud environment takes time
and must be done right. Once the direction
and vision is in place, a comprehensive
approach should be mapped out in a quarter-
by-quarter adoption and maturity plan.
Cloud delivers wide-ranging benefits to the
media and entertainment enterprise, but it
must be blended with existing infrastructure
and software assets. The migration needs a
comprehensive approach for implementation
that meets the requirements of the business.
The HP approach to cloud integrates
information plus applications plus
infrastructure to provide services anywhere.
For HP, it’s about integration. We have the
industry’s first cloud based on a common
architecture. That means HP can deliver one
common experience across all deployment
models of a hybrid environment—from
traditional IT to private, public, and managed
cloud. Clients can pick the delivery model,
at the right time and at the right cost.
Rule 3: Ensure the security
of your creative content
Given industry concerns over content piracy,
companies need to take advantage of leading
solutions for securing their intellectual and
creative property. It’s about confidence. Our
management and security span information,
applications, and infrastructure to ensure that
the cloud is safe.
HP is a leading provider of security and
compliance solutions for modern enterprises
that want to mitigate risk in their hybrid
environments and defend against advanced
threats. Based on our market-leading products,
including ArcSight, Fortify, and TippingPoint,
the HP Security Intelligence and Risk
Management Platform uniquely delivers the
advanced correlation, application protection,
and network defense technology to protect
production and distribution applications and
IT infrastructures from sophisticated cyber
threats. The same technologies enable our
managed cloud security services, which offer
security as a service, if clients prefer not to
implement the technologies themselves.
Further, our experience in building private cloud
environments in the industry is unmatched.

19.
23.Media & Entertainment
Cloud enables
global
collaboration
and distribution
Media and entertainment is a global business.
More and more productions are shot on
location with finishing, visual effects, and post
production happening in different locations, by
different professionals. And studio executives
need immediate access to control all of this
work-in-progress.
That’s why leading media and entertainment
companies are not only implementing cloud
within their own organizations, but many
are also employing cloud-based solutions to
enable global production, collaboration, and
distribution in a seamless, integrated manner.
Cloud is becoming a critical enabler for faster
time-to-production during the content creation
phase as well as for more efficient global
distribution of the final content.
For example, one global client asked HP for
help in extending its digital footprint globally
using cloud. The challenge was to understand
the different software components of the
client’s unique digital framework, decide which
path to cloud was the best choice, and create a
roadmap to success. The resulting cloud-based
global content distribution network enables
the company to lower its costs while raising
its ability to make content available to various
users around the world in a more timely manner.
They can now access more production partners
and tap into more specializations in core
competencies, as well as take full advantage
of regional promotional tax credits. The final
content can quickly be distributed globally to
meet local market opportunities
and help meet tough release date demands.
The cloud is
helping
DreamWorks
Animation
innovate content
creation
DreamWorks Animation SKG looks to push the
limits of its creativity in bringing stories to life
with every film. But rendering an animated film
requires a tremendous amount of computing
capacity. A typical production uses more
than 65 million compute hours and over 260
terabytes of disk storage to construct the final
frames. DreamWorks Animation requires their
technology resources to have the flexibility
to meet the needs of their animators, deliver a
digitally stunning movie, and keep production
progressing on the 10+ films in their pipeline.
With a flexible hosted rendering solution from
HP Enterprise Services, DreamWorks Animation
has the high-performance computing power

20.
24. Media & Entertainment
to get dynamic capacity when they need it.
For instance, over the course of the production
cycle, 12% of “Madagascar 3: Europe’s Most
Wanted” was rendered in the cloud. With HP,
DreamWorks Animation found a cloud solution
that works best for their needs and gives their
animators the rendering power they require. It
has the agility and flexibility to deliver storage,
compute, and resources in a way that can
quickly meet demand and capacity.
DreamWorks Animation now says “yes” to more
films, more delighted audiences, and even
greater IT optimization. With easy, on-demand
scalability, DreamWorks Animation can rapidly
adjust to satisfy dynamic storage needs and
focus on what they do best—making amazing
animated films.
Learn more
HP’s cloud offerings are all about choice.
HP has the industry’s first cloud based on a
common architecture. That means we can
deliver one common experience across all
deployment models of a hybrid environment
from traditional IT to private, public, and
managed cloud. This means you can pick the
right delivery model, at the right time, at the
right cost.
Read more about how DreamWorks Animation
used cloud to give its audiences a wild treat
with breakthrough 3D animation.
Vinay Saxena
Distinguished Technologist
HP Enterprise Group

21.
27.Media & Entertainment
Deliver an
exceptional user
experience with
real-time analytics
Today, media and entertainment
companies face a dynamic and
ever-changing environment where
customers drive decisions at the
speed of Twitter and Facebook,
often making or breaking a new
game, show, movie, book, or
website through the power of
social media. Moreover, socially
aware consumers have the
power to drive demand both
toward and away from media
and entertainment properties.
This forces decisions at media and
entertainment companies to be made both in
response to, and in anticipation of, demand.
For example, where should a company invest
its marketing dollars to tap into expanding
audience demand for certain types of content
while avoiding wasting money on a has-been
property? Further, companies need to plan for
physical distribution and network capacity to
meet spikes and valleys in demand.
Robust, real-time
analytics can
master the new
data storm
Media and entertainment executives can
access this wealth of new data in real
time, including the information about
their company and products that is shared
across multiple social media channels, and
then correlate it with their own customer,
network, performance, and support data.
This provides the opportunity for more
effective decision-making and keeping pace
or getting ahead of audience preferences to
guide the conversation.

22.
28. Media & Entertainment
Real-time analytics also has the potential
to positively influence the development of
new products and business models early
in the cycle to make sure you’re on target
for market needs, wants, and desires. But
all of these disparate, rapidly changing and
expanding data sources can choke traditional
data warehousing and analytics platforms,
rendering them obsolete or unworkable. More
robust solutions are needed.
New analytics
platforms and
services bring it
all together
While many business records and network
performance data are structured with well-
defined data fields, unstructured or semi-
structured data is increasingly important for
decision-making. Unstructured data is found in
such sources as electronic documents, letters,
phone calls, voicemails, emails, images, video,
social media, and information stored in content
management and knowledge management
systems. Semi-structured data falls along
the continuum between structured and
unstructured. Email, for example, may include
unstructured text as well as irregular structure
from fields, tags, and send/receive histories.
As much as 85% of all business information is
unstructured or semi-structured data.
The next-generation analytics platforms—
including the HP Vertica analytics platform—
deliver the ability to load, manage, and
analyze massive amounts of data in real
time, including structured, semi-structured,
and unstructured data, to provide a decided
competitive advantage.
By having the ability to access and analyze
100% of the data, companies can find those
hidden insights that help improve operations,
deliver unparalleled customer satisfaction,
and positively impact the bottom line. A robust
analytics platform delivers three key capabilities:
• Real-time analytics
• Massive scalability
• Open systems
Real-time analytics
Real-time analytics speed the delivery of
information as it’s needed, instead of getting
canned reports of what happened in the past.
For example, HP Vertica worked with HP Labs
to develop a website around the 2012 Academy
Awards that tracked sentiment around the
different movie and actor nominees, correctly
predicting six out of eight of the winners.
Further, real-time analytics not only tracks
broad audiences, it can also pinpoint key
influencers in the market to make special offers
or communicate to them directly.
Massive scalability
At the core of the big data phenomenon,
massive scalability provides the ability to
load and store terabytes or petabytes of data.

23.
29.Media & Entertainment
As the pace of data gathering increases, and
companies demand the ability to correlate more
and disparate sources of information, scalability
is a critical component to enable media and
entertainment companies to effectively
monetize their data.
For example, Zynga, a leading social gaming
company, uses the HP Vertica analytics platform
to load multiple terabytes of data
a day for its tens of millions of players in
popular games like FarmVille and Mafia Wars.
The ability to load, query, and analyze this
much data in near real time provides a huge
competitive advantage for Zynga as they have
the ability to analyze all player usage data and
make decisions based on real-world patterns.
Instead of guessing, the company is able to
improve and enhance the game experience for
players by simply listening and acting on what
they find fun.
Open systems
Open systems provide companies with the
flexibility to deploy real-time analytics
platforms using the most appropriate and
cost-effective systems and software for their
organizations. This enables them to leverage
the tools, infrastructure, and preferred vendor
relationships they may already have in place.
HP software solutions are designed to be open,
allowing companies to deploy on industry-
standard servers, in the cloud, or on virtual
machines.
Further, since the HP Vertica Analytics Platform
is an open system, users are not tied into
proprietary hardware. Capacity and speed are
added by simply adding more servers or cloud
instances—companies can double performance
or storage (or any combination) by simply
doubling the number of servers deployed.
By adding servers, the HP Vertica Analytics
Platform scales linearly and limitlessly, all
without taking down the system. HP is a
promoter of open systems, continuing our
legacy of creating and supporting industry
standards that provide choice and flexibility.
Unstructured
data can reveal
opportunities
Today, we’re going through a period
of revolutionary change in personal
communications. Mobile devices are popping
up everywhere and generating enormous
amounts of usage data, as well as providing
24/7 opportunities to post to social networks like
Facebook, Twitter, and Pinterest.
It’s therefore critical for a real-time analytics
platform to include unstructured data in its
analysis. Correlated with structured data and
possibly location-based data, a media and
entertainment company can better understand
its audience at an individual level. This helps
personalize the user experience by being able
to make targeted offers as a retention
mechanism or to generate new revenue
streams. To learn more about analyzing
unstructured data, please read the article,
“How to manage rich media assets and
monetize content.”

24.
30. Media & Entertainment
Comprehensive
solutions
help capture
everything
HP is leading the way with a comprehensive
portfolio of information management and
analytics services, ranging from assessment
and implementation to ongoing management.
These services are designed to help our
clients define their specific data analysis
requirements and determine the best options
for leveraging the power of the HP Vertica,
HP Autonomy, as well as Hadoop for open
systems and big data distributed computing.
Our solutions handle 100% of the information
requirements of today’s data-driven
organizations.
Our solutions provide unique and powerful
insights into what is happening in a company’s
operations, with its customers, and across its
networks and channels so that they can improve
operations and customer satisfaction while
reducing costs and improving profitability.
Learn more
To learn more about real-time analytics solutions
from HP, visit our websites HP Information
Management and Analytics, Vertica, an HP
Company, and Autonomy, an HP Company.
Chris Selland
Vice President, Marketing
Vertica, an HP Company

25.
32. Media & Entertainment
Howtomanagerich
mediaassetsand
monetizecontent
Whether you’re a television broadcasting network, a news and multimedia
publishing company, or major music label, the ability to manage enormous
volumes of rich media assets, deliver superior service experiences to
your consumers and fans, and ultimately monetize your content library
are both strategic and challenging goals. To provide a superior service
experience, start with the content itself.
Dormant media
assets are like
leaving money
on the table
Like many media and entertainment
companies, your business probably has
multiple repositories of rich media assets
scattered around the organization, and all too
often, these assets are neither identified nor
tagged. So finding what you need to get the
job done is often much more difficult—and
time-consuming—than it sounds. And each
department has its own way of managing
assets, further complicating the process.
You need a better way to bring it all together,
to gain instant access to the assets you need.
New technologies enable you to engage your
consumers in ways that create a unique,
immersive, and personal experience for them,
helping you monetize your content anytime,
anyplace, from any device to drive revenue
growth for your enterprise. But these growing
opportunities rely on having an efficient, cost-
effective way to access your rich media assets
in place.

26.
33.Media & Entertainment
Serving it up the
way they like it
Today, customers are telling you what they
think through multiple channels, including
social media. Listening to—and acting on—
this input gives you a competitive edge in the
way you manage, repurpose, and deliver media
assets to the market.
A few of the things rich media asset
management can do for you include:
Monitor social media conversations and video-
sharing websites to get a better understanding
of what people love and hate so you can push
content to those venues in the right format,
including mobile. Media asset management
helps you create a consistent brand experience
across all channels, which enables you to avoid
the inconsistencies that cause disorientation and
dissatisfaction. In addition, keeping a close eye
on what is being said and done online, in the call
center, in the media, etc. allows you to meet the
expectations of instant availability in an always-
on mobile culture.
Monetize media assets by making them easier
to access, edit, and subsequently ingest during
promotional campaigns, thereby facilitating
efficient asset manipulation and an expedited
give-and-take of content for digital professionals
located around the world. Search-based content
can be recut and repurposed for subscription-
based services, location-based mobile offers,
and other opportunities as the technologies and
trends of consumer access evolve.
Secure valuable content. The media and
entertainment industry is painfully aware of
hackers who want to use your content without
permission to drive their own revenue streams.
Media asset management helps you control
who has digital content rights, provide access
only to the content they have rights to, set
timeframes for how long they can use it, and
keep records on what occurs. Content also can
be watermarked for tracking and to help identify
copyright infringement. Advanced rich media
asset management solutions provide security
across multiple layers: at the data center, or via
cloud-hosting, all with encryption, and based in
the application itself.
Analyze changing tastes and trends. The big
data analysis capabilities of leading asset
management solutions bring structured and
unstructured data together to provide better
insights into the public’s shifting preferences
and the evolving ways they like to consume
media and entertainment.
HP Digital Library
Solutions
HP Digital Library Solutions are delivered as
a flexible and scalable cloud-based Solution
as a Service with consumption-based pricing
to minimize capital outlays. They provide a
unique end-to-end integrated solution for
digital asset management and intellectual
property management with selectable
services including:

27.
34. Media & Entertainment
• Digitization of nondigital assets and
automated metadata tagging
• Operations and workflow management
• Prepackaged content monetization services
• Merchandizing and fulfillment
In addition, HP Digital Library Solutions offer
secure archive and search capabilities for
intellectual property and content assets that
are available anytime, anywhere, from any
device to minimize creative and operational
costs, expedite time-to-market, and
maximize earnings potential.
HP Information
Management
and Analytics
HP Digital Library Solutions are combined
with HP Information Management and
Analytics services to provide a comprehensive
consulting, architecture, implementation, and
management solution. This creates a business
intelligence foundation to proactively harness
these digital assets and enhance customer
experiences, optimize business performance
to create competitive advantage, and discover
new market opportunities. HP services help
clients expand beyond their traditional
environments in a stepwise fashion that
builds upon their access, analysis, and use of
data, helping to create a fundamental shift in
pattern strategies, contextual awareness, and
analysis that is fused into their operations.
Learn more
HP helps media and entertainment companies
manage and monetize digital assets with
our end-to-end capabilities in information
optimization. We tie it all together starting
with the underlying common infrastructure.
HP is unique in developing its own servers,
its own storage, its own networks, and its
own management software. We call this
common infrastructure the HP Converged
Infrastructure. Our solutions leverage
this along with our software, including HP
Autonomy Virage MediaBin and HP Vertica
Analytics Platform. Combined with our
Information Management and Analytics
Services—providing consulting, architecture
design, implementation, and management—
we create a business intelligence foundation
to proactively harness these digital
assets. Our capabilities enhance customer
experiences, optimize business performance
to create competitive advantage, and help to
discover new market opportunities.
To learn more about how HP can help
manage and monetize your rich media
assets, visit our website.
Greg Schoenbaum
Americas Sales Leader
Digital Library Solutions
HP Enterprise Services

28.
How MIA fuels the love of art by
sharing its collection virtually
Leading art museums are turning to
Autonomy, an HP company, and leveraging the
power of Virage MediaBin to help make the
most of their rich media management needs.
The Minneapolis Institute of Arts (MIA)
uses HP Autonomy’s Virage MediaBin
to manage, share, and distribute the
institute’s rich collection of art throughout
the organization and its web, social media,
and print properties. By leveraging recent
innovations in Virage MediaBin, MIA allows
both employees and the general public
to more easily explore, discover, and
experience the institute’s vast digital
imagery and art collection.
The MIA website manages more than 100,000
digital assets, including videos, audio tours,
and images of works of art, and has over
7 million online visitors annually. In order
to manage, control, and leverage these
assets, the institute required a series of
streamlined workflow processes that enabled
employees to reliably publish content across
systems. In addition, the institute used
built-in components to enable the retrieval
of images based on concepts and interests of
individuals visiting its digital properties.
“Our vision is to inspire wonder through the
power of art, and our digital initiative allows
us to reach a far greater audience,” said John
Bedard, Director of Information Systems at
the Minneapolis Institute of Arts. “Virage
MediaBin enables us to stay on the cutting
edge by more easily sharing and bringing
to life our rich collection of art to employees
and visitors, regardless of the medium
being used.”
MIA selected Virage MediaBin for its
powerful image and rich media retrieval
capability, ease of use, ability to support
MIA’s unique creative and publishing
workflows, and for its scalable, distributed
multichannel architecture, which provides
high-performance management of
digitally archived assets. By implementing
Virage MediaBin as its global digital asset
management platform, MIA will benefit
from delivering a richer customer viewing
experience as well as achieve significant
cost savings through greater control and
distribution of existing digital media and
enhanced cross-company collaboration
and automation.

29.
36. Media & Entertainment
Protectcreativecontent
byimplementingfivekey
attributesofamature
securityecosystem
It can be said that media and
entertainment companies are
primarily focused on creativity,
not security. But as with every other
enterprise, creative companies
are under attack by increasingly
sophisticated criminal organizations
that are constantly on the prowl to
find and exploit vulnerabilities in any
organization’s security posture.
Further, media and entertainment content—
movie, broadcast, song, or game—presents
not just a random opportunity to thieves, but
is being specifically targeted for piracy. And
once it’s stolen and monetized by the bad
guys, potential revenues from that creative
effort simply vanish. Nobody can put the
“genie back into the bottle.”
But in our work with leading creative
companies, HP has identified five key
attributes of a mature security ecosystem
that can help you stay ahead of security
threats and protect this valuable content.
And these can be implemented in a number
of ways to meet the unique requirements of
your business.
The security
landscape
Executives in nearly all industries face the same
security-related business challenges. They all
revolve around data: where it’s located within
the organization (and in partner organizations),
how it’s classified, how it moves around, and
how it’s secured.
There are several primary challenges in securing
this data:
• Budget constraints—this is a perennial issue
for IT implementations, and you will often
have to justify the cost of security initiatives.
But in media and entertainment, the stakes
are very high.

30.
37.Media & Entertainment
• Security event data volume—There’s
probably a lot of data moving around your
organization, especially when you add in
partner networks. You have to distill threat-
attempt data into actionable intelligence so
security measures can be implemented to
stay ahead of evolving threats.
• Extension and softening of network
boundaries—This is partly driven by the
increased use of contractors in media
and entertainment. But the so-called
“consumerization of IT,” driven by the
rapid consumer adoption of mobility and
social media platforms, also means you will
have to address the erosion of traditional
network boundaries.
• User identity management—Providing
access to your content is no longer a one-time
event. You have to provide, scale, and cut off
access throughout the content lifecycle.
• Focus on core competency—Security is
probably not your primary focus, so you
should partner with an organization that has
the competency, capital, capacity, and speed
to secure your content.
• Governance and compliance—This is the
less sexy part of security. But once you have
security technologies, services, and policies in
place, you have to continuously enforce them.
• Unfettered expansion of security vendors—
You have a lot of options in securing your
content. You can implement the technologies
yourself or obtain security as a service. But
no matter which path you choose, it’s critical
to first get a complete understanding of the
options, their capabilities, and trade-offs.
Five attributes
of a mature
security
ecosystem
In meeting security challenges, it’s critical
to implement a comprehensive solution
that has the breadth and depth to cover
all vulnerabilities over the long-term. Just
remember, you have to succeed continuously
in protecting your content, but criminals only
have to succeed once.
Attribute 1: Risk-based approach
When considering security options, it’s best to
first determine your organization’s tolerance for
risk. You can begin to do this by evaluating your
current risk posture. Content is often scattered
around the organization, and you need to find
out what’s being done to secure it. Most likely,
it will first have to be classified and prioritized
to know how risky the loss of specific content
would be to the business.

31.
38. Media & Entertainment
Next, try to measure how that risk posture
may change over time. For example, movie
production increasingly involves third-party
creative partners. Opening your network to
facilitate those relationships may expose you
to new threats that need to be considered.
The objective is to clearly articulate the
actions being taken across the organization
to mitigate risk.
Finally, are security issues being communicated
up and down the organization? An awareness
of the security posture (and how it is changing)
has to be disseminated at all levels of the
company to be effective.
Attribute 2: Policy-based enforcement
A network is secured not just by the
technologies being implemented but also
by the policies that enforce it. For example,
most companies have policies to prevent
infection of company laptop computers with
viruses or malware. Many also go further
with encryption policies to prevent data loss
in case the device itself is stolen. But policies
for identity and access management are even
more important to manage access over the
full lifecycle of the content.
Attribute 3: Security awareness
Big-data analysis of the threats bombarding
your network is critical. The challenge here is
taking the massive amount of threat-event data
being generated around the clock and making
smart decisions from it. Distilling these events
into actionable intelligence can be used to plug
vulnerabilities, maximize the effectiveness
of the underlying security solutions being
implemented, and provide confidence
that your network is really bulletproof.
Attribute 4: End-to-end,
closed-loop process
The importance of big-data analysis is
that it feeds into both security policies and
technology choices continually as a closed-
loop process. Rather than just documenting
incidents, analysis helps continuously improve
your security infrastructure to stay ahead
of emerging threats. An end-to-end process
can address network intrusion prevention on
several levels.
For example, it can monitor security events
across your network’s boundary and test for
vulnerabilities. If necessary, it can provide
incident management to analyze a breach,
restore the network, and prevent future
incidents. The process should also perform
proactive vulnerability testing before a new
application goes into production, since once
an attacker gains a toehold with a new app
they can use that to access other parts of
the network.
Attribute 5: Management
and board visibility
The final attribute of a mature security
ecosystem is the awareness it can provide to
senior management and investors about this
critical challenge. Providing the management
team and board of directors with metrics on the
organization’s security ecosystem—including
the documented attempts to penetrate it—
and an understanding of what you’re
doing to protect valuable creative assets

32.
39.Media & Entertainment
is critical for obtaining continued funding
of security initiatives.
Learn more
HP is positioned to help you evaluate and
implement which security framework works
best for your organization:
• Implement security yourself—
We can deliver advanced security solutions
from the HP Security Intelligence and
Risk Management platform that you
can implement using your own internal
IT resources.
• Learn how to address new vulnerabilities—
HP can also provide consulting on the
security architectures of the broad and
diverse IT options available today, including
third-party cloud offerings, and how you can
best mitigate against any exposures they
may create.
• Lease the security you need—We can
provide managed Security as a Service from
our suite of enterprise cloud services.
• Mix and match security options—HP also
can provide any combination of the three
approaches above.
Leveraging our proven solutions for media
and entertainment, our capital investment in
security infrastructure, and our cloud-based
ability to scale to meet your needs, HP can
implement a security solution quickly. Because
security never rests.
To learn more about how you can implement a
mature security ecosystem, visit our website.
Louis McKenna
Area Sales Manager
Enterprise Security Services
HP Enterprise Services

33.
Why HP?In a world that is mobile, connected, interactive, and immediate, consumers increasingly
demand seamless and secure access to the content they want, anytime, anywhere. Media
and entertainment companies must continue to innovate and provide engaging, seamless
experiences across multiple digital, mobile, and social platforms. And, to be profitable, they
must operate efficiently, monetize their content across these multiple platforms, and secure
their intellectual property.
HP helps media and entertainment companies better understand their customers to keep up
with these ever-changing needs. We help them realize greater operational efficiencies and better
align business resources to enable greater focus on innovation. And we provide them with core
capabilities that address all of the major industry issues that we’ve discussed in this e-zine.
Monetize content
across multiple
channels
• Deliver content anytime, anywhere,
and on any device to improve the
customer experience.
• Monetize content by enabling users
to easily find the content they want.
• Keep assets secure to assure revenue,
providing access only to customers
who have the rights to view them.
• Implement and run new cutting-edge
solutions for the creation, management,
and distribution of media.
Provide actionable,
unparalleled
customer
intelligence
• Anticipate demand and make better
business decisions.
• Translate customer data—whether
structured or unstructured—into
actionable intelligence.
• Understand consumer behavior—
and quickly act on this information—
with real-time analytics.
• Enable personalized engagement,
serving content to meet the needs
of individual customers to further
improve the brand experience.

34.
41.Media & Entertainment
We hope you’ve enjoyed the articles in this HP Industry Edge Media & Entertainment e-zine and
are as excited as we are about the innovations that are already reshaping the landscape of the
industry. To learn more about how HP can help you with your own journey, visit hp.com/go/media.
Enable seamless,
connected user
experiences
• Create the experience customers have come
to expect—and keep it consistent across
channels and devices.
• Provide unique and impactful customer
experiences on mobile devices—with
optimized performance in any venue.
• Increase the quality and reduce time-to-
market for games with best practice testing
processes and technology.
Deliver operational
efficiencies and
enable more
innovation
• Free up resources to focus
more on innovation.
• Update the application portfolio
and outsource application management
or business processes to increase
operational efficiency.
• Resolve problems faster and enable greater
innovation through increased collaboration.
• Become more agile by moving to the cloud to
share information and more cost-efficiently
create, manage, and archive media content.

35.
Get connected
hp.com/go/getconnected Share with colleagues
Get the insider view on tech trends,
support alerts, and HP solutions.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and
services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors
or omissions contained herein.
4AA4-4669ENUS, Created November 2012
Learn more
Learn more by visiting hp.com/go/media
For inquiries, please contact:
Jennifer Stout
Industry Marketing Manager
Communications, Media & Entertainment
digitalmedia@hp.com