When Microsoft announced that this year's Professional Developers Conference would be limited to 1,000 attendees and held on the Microsoft Campus in Redmond, some were surprised at the departure from the typical conference site at the LA Convention Center and the smaller than usual limit on the number of attendees. In fact, the 2010 PDC turned out to be the largest PDC that Microsoft has ever done. By making use of Silverlight and IIS Smooth Streaming technology, Microsoft was able to extend the traditional reach of the PDC to a much larger global audience than had ever previously been possible.
Vertigo is proud to have participated in this groundbreaking event by building an interactive Silverlight Media Framework-based video player and PDC conference application that allowed the widest level of participation ever for a PDC. The online consumption numbers that Steve Ballmer mentioned in his PDC Summary are pretty staggering, considering that only 1,000 people physically attended the conference:
"In addition to more than 30,000 developers at 250 PDC events worldwide, another 100,000 developers viewed the event online using Silverlight, with 10% of the online audience taking advantage of simultaneous translation into Japanese, Spanish, French and Chinese. This is incredible reach."
Beyond this amazing breadth of reach is the depth of participation that the online PDC experience enabled. By integrating real-time Q&A, polls, and Twitter conversations, users watching remotely don't just watch remotely – they actually get to participate in the sessions as if they were right there in the room. Additionally, international users enjoyed simultaneous translation into 5 different languages to allow a level of understanding of the content that may not have been possible outside the online experience.
Let's take a look at some of the features of the application:
Live HD Streaming of 2 Video Feeds per Session with DVR Capability
The PDC player shows 2 synced up video feeds simultaneously: the "slide deck/code view" feed, which shows what the presenter is actually doing on the presentation computer, and the feed showing the actual presenter in a smaller video rectangle. These feeds can be swapped so that the more interesting feed can be seen in the larger video window at any time. Users enter live presentations at the live point, but can DVR back to any point in the presentation they wish via the timeline. Users can also use the DVR controls to jump back 15 seconds if they missed something, or to rewind or fast forward while watching the video content.
Live Multi-Language Audio
In order to extend the reach of the PDC internationally, Microsoft Studios organized a phalanx of translators in their facility during the conference to provide live audio translation in 4 languages (Chinese, Japanese, French, and Spanish) for each of the 4 sessions – that's 16 different translations happening simultaneously and live. The player allows users to switch seamlessly to an alternate audio track to listen to these translations. This is a huge feature, as it allowed international viewers to understand the content being discussed in a way they may never have been able to except in this unique online experience.
Live Closed Captioning
The complement to live audio translation, live presentation of Closed Captions for each of the 4 simultaneous sessions (again provided by the folks at MS Studios) provided a way for users with hearing disabilities or those users who did not have the ability to play audio in their environment to consume the content.
Each of the PDC's sessions can be shared out via Twitter. In addition to this, a specific location within a video can be deep-linked to using the bookmark feature to allow users to direct their colleagues to specific segments of a video covering a topic of interest. For example, here's a deep link to Eric Schmidt discussing the PDC online experience on Channel 9 Live (this is a great discussion of what it took for all the partners involved to make the PDC online event come together). The Channel 9 feed is a 7 and a half hour video, but the bookmark/deep linking allows me to single out the topic within the Channel 9 show that I'm interested in.
Multiple Content Delivery Networks (CDNs)
Because the PDC's online video content is distributed internationally, the team set up a system to identify which CDN would provide the best video delivery experience to the user and have the player select that network as the video delivery endpoint. For instance, users in China were directed to stream video cached by ChinaCache. Users in the United States currently pull video content from Windows Azure's CDN, and live feeds were delivered by Akamai.
Real-Time Polling and Q&A
A key goal of the PDC online experience was to allow users to engage with the live sessions and participate in the same way that a user in the same physical room as the session would. To this end, the player allowed users to ask questions and receive back answers, and to participate in polls initiated by the presenter of the session. These were driven by services running on Windows Azure to ensure scalability for a large number of users.
The final piece of the puzzle in bringing an online conference into social parity with the experience of physically attending the conference is to allow attendees to engage with other attendees, and to foster discussions and conversations among the audience about the material. Each session at the PDC was given an identifying hash tag, and users could engage in a conversation with each other about the material in real-time as it was being presented via Twitter from within the PDC application. An advantage to the online approach is that these discussions can happen in parallel with the session itself without causing a distraction or interruption to the session (and anything a user might miss while conversing can simply be re-watched by DVR-ing backwards).
Ratings and Metrics
Another key goal of the PDC online experience was to track metrics data about both the health of the video ecosystem (number of video failures, number of video starts, etc.), and the value of each session's content to the users. At the conclusion of each session, users are asked to rate and comment on the session. Here's the cool part: that feedback is then consumed in real-time by the PDC application and used to guide other users to what the community considers to be the most important content. More on this in the next section:
The PDC Now page allowed for a central hub and landing page for the application that guides users to the most valuable content. Live content was always featured front-and-center, but the deep value of this page lies in its display of the ratings and metrics data gathered from all of the active players on the internet. As you can see above, users can browse content based on data such as the most popular or most watched videos, or view sessions based on which were the most highly rated by viewers. The player also displays data about the number of users currently viewing each session (see the yellow arrow above).
The guide section (of which both a Silverlight and HTML version were built) provided additional ways for users to explore content – by the PDC schedule, by session, or by speaker. While browsing for content on the Guide or PDC Now pages, the active video simply minimizes to the bottom-right corner and continues to play with audio. This allows users to explore content without losing track of the information being presented in their active session.
Each live session begins with a few minutes of video slate while the encoders are fired up but the session has not yet started. However, we don't want users to have to sit though that slate once the session becomes Video on Demand content. We also don't want to spend time editing out the slate, so a solution was devised to allow the player to use a "Skip Into" time to begin the video at the exact time the session actually starts.
Users can access all the relevant Powerpoint decks as well as downloadable WMV copies of the session videos in the Download Materials section.
The RSS-based news feed allows users to keep in touch with the latest news from the conference.
Windows Phone 7 App
Vertigo also built a Windows Phone 7 app that allows smooth streaming video content to be viewed using the Silverlight Media Framework for Windows Phone. See Ben Riga's blog post for more details.
Pulling off an event as large and broad-reaching as the PDC online experience is a huge effort involving many partners. For a look at all of the partners involved in this effort and their roles:
Encoding and delivery of the live and on-demand video.
Built and operated the PDC online player application, schedules, and Windows Phone 7 app.
Creation and operation of the Content Management System that allowed all of the complex data about the event to be managed in real-time.
Manufacturer of the Spinnaker encoders used for the live video content.
Content Delivery for live streams.
Natively delivering content into China via their CDN.
Delivering all on-demand video via the Azure CDN solution.
- MS Studios
Provided closed captioning, audio translation, and origination of the video streams in Redmond.
MS DPE Team
Organized all partners and deliverables and oversaw the PDC online event operation.
Provided support for smooth streaming technology.
Provided support for Silverlight technology used by the player.
Manufacturer of the Closed Captioning encoders.
I want to send a big thank you both to the talented designers and developers at Vertigo who helped the PDC application become a reality, as well as all of our partners on this project who worked very hard to make the streaming live video experience itself a reality.
Let's end it with a screenshot of what the player looks like in full screen, where the secondary video transitions to a Picture-in-Picture mode: