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Andy Plesser: Can
you tell us briefly why you decided to go it alone, and walk us through a
little bit, you know, how it works.
Nicholas Butterworth: Sure. Well, I used to run this site called Sonicnet, which was an independent
music site, and we built our own platform in the ‘90s because that was the best
way to get what we needed. And then we
merged with MTV.com and all the international MTV sites. Sonicnet ended up providing the platform that
powered 18 different websites around the world. So my experience is if you’ve got a good platform, you can share it
between a lot of different sites, and that’s what we’re trying to do with
diversion.
My co-founder, Tatum Lade, was the head of engineering at a
site called iFilm, so one of the biggest viral video sites on the Internet and
probably one of the biggest video sites of any kind in its day. And so he’s got a lot of experience in
developing kind of scalable video architecture, so we looked at many
platforms. We liked Britecove; we liked
the Platform.com; we liked a couple others. But, ultimately, we decided that we had the resources and the experience
to build our own platform.
So we have a great developer team. We’re writing it in Ruby on Rails, which I
think the _____ is Ruby also, which we found to be an excellent programming
environment and has allowed us to do a lot of things pretty fast. And so we’ve taken, for example, the same
platform that we built to publish Travelistic and we’ve reused almost all that
to publish Snowvision. Now, we add some
custom components in Travelistic. We
integrated Google Maps everywhere because it’s travels, so maps were really
important. For Snowvision, we have
weather data, so we have some feeds that were ingesting of snow conditions at
350 mountain resorts.
But as we go on and do other channels, we’ll keep adding to
that shared platform. Hopefully, that
lets us make a more customized user experience for each vertical.
Andy Plesser: So
tell us a little bit from the technical standpoint about the encoding and the
uploading and the side of distribution. Talk us through it a little bit.
Nicholas Butterworth: So there’s one piece, which is what we
call ingesting the video, so there, we’re using a Kodak from Onto. We looked at a bunch of different
Kodaks. We liked that the best. That’s for flash, so whether we upload video
ourselves or a user uploads it, it gets processed by the Onto Kodak and turned
into flash. Then we have our own sort of
servers to do content management, so it’s effectively a video publishing system
that we input meta data that goes on with the videos.
In the case of Travelistic, we associate a latitude and
longitude pair with each video, for example, so that we can locate them all on
a map, through a map or any other mapping system that we chose to plug in;
other stuff, typical media stuff, like author and publisher and length and
duration and format, and we use a tagging system, an internally generated
tagging system.
So then we take the actual video files and we store them on
Amazon’s S3 Service, so this is a little bit of like a trade secret, but I’m so
excited about it, I don’t mind telling you. Basically, Amazon is like our CDN, so instead of using a VitalStream, or
a Line Light or an Akama, we use Amazon to actually store the bits.
So when a users comes to our site, it’s our own severs that
figure out what kind of content to deliver them, to do the personalization, the
community features, present all the meta data around the video and also decide
which ads to insert, so we go out and do calls to different ad networks, and
then the actual files, the flash files, get sent from Amazon.
Andy Plesser: It’s
amazing. What is the arrangement with
Amazon? How does that work?
Nicholas Butterworth: I think that the S3 acronym stands for
“Simple Storage Solution,” and I don’t’ deal with it directly, but my
understanding is it’s insanely simple and that they really made it super easy
to use, and I think a lot of startups are starting to use it. I will say that I think we probably could get
a little higher quality of service if we did use like a Line Light, so we have
a little bit of a tradeoff and that sometimes it’ll take a little time to
initiate, but the actual quality of the file we’re delivering is very high.
We benchmarked ourselves against YouTube. We coded a little higher bit rate. The frame size a little bigger, and we
actually have gotten lots of compliments on the quality of our video on
Travelistic, which is great. For
Snowvision, we’re actually going up again in file quality because this is a
very broadband-centric world, very technically savvy, so we have an even bigger
frame size and even more bits that we’re pushing up.
Andy Plesser: With
the higher quality videos that are part of travel and snowboarding, are you
considering distributing downloadable videos?
Nicholas Butterworth: Yeah.
Andy Plesser: And
what are your thoughts about that?
Nicholas Butterworth: So the map, which is kind of our flagship
original series that I talked about on Travelistic, is available as a podcast
so that you can subscribe to it and get it through iTunes just like any other
podcast. And I think, over time, we will
probably offer a lot more content on Travelistic for download. I personally like to download queue, so I like
to have a play list and set it to download in the background. I think that is going to be a powerful
application for travel. You could be
downloading – if you’re flying to Jamaica, you could download 50, 60
minutes worth of video, and then watch them on your iPod or your laptop on the
flight itself and really get a feel for the place that you’re going to.
With Snowvision, we’re going to have almost all of the
videos available for download right off the bat. So, yeah, we’re definitely are moving towards
kind of multi-format delivery, and we envision that, in the future, we may have
another tier of service where we have like super high quality, HD quality on
most downloads. That might take a little
longer, but there’s probably a segment of the market that’s going to want them.
Andy Plesser:
Well, how do you see this other smaller crop or this smaller niche of video
distribution companies, such as yourself – is there this opportunity now to
kinda create your own?
Nicholas Butterworth: I will say it’s not easy. We have a terrific team of developers. They worked for months to develop even the
first version of the platform. As I say,
Tatum is a very experienced leader of this team. I have a lot of experience with video
infrastructure. So it’s not for
everyone, but we fundamentally can set ourselves to be a media company. Now, out of our ten people at Diversion
Media, five of them are developers, so we are a very technologically focused
media company, but having gone from Sonicnet, which was ten people in a loft in
Tribecca, to MTV iGroup, where I managed 500 people around the world, and now
going back to ten.
Technology is really being rapid adopters and understanding
the technology and what it can do quickly is the only thing that lets a little
guy compete against the big guys, you know. So it doesn’t matter, fundamentally, whether you’re using someone else’s
platform. I mean, if you’re a blogger
using WordPress, just fine. You don’t
need to go create your own blogging platform.
And there are increasingly going to be more people that are
going to give even small independent publishers a platform to use, but if you
can create your own, especially if you’re doing multiple brands, then we kind
of feel like that’s definitely the best way to go, and I would think that any
sort of aggressive media company would want to be very technology focused.
Now, my experience in big media is that it isn’t always the
case. Sometimes, there’s a lot of lip
service paid to it, but when push comes to shove, people feel like; hey, we’re
not really software guys. Why should we
have all these engineers around here? Let’s let someone else do that. For
us, the technology is kind of the key that unlocks everything else.
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On2 Technologies, Nicholas Butterworth, Content Distribution Networks, Amazon.com