BUILDING DIGITAL TERRESTRIAL TELEVISION ON SERVICE ... · Most frequently this need most manifest...

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1 BUILDING DIGITAL TERRESTRIAL TELEVISION ON SERVICE ORIENTED ARCHITECTURE Turin, 13 June 2006 Massimo Rosso Fabio Ventrone RAI-ICT RAI-ICT Politiche, Piani e Integrazione Contesti Sviluppo e Manutenzione Applicazioni E-mail [email protected] E-mail [email protected] RAI (Radio Audizioni Italiane), created in 1924, is the Italian Public Service Broadcaster. It operates three terrestrial television channels and three radio channels, in addition to several satellite and digital terrestrial offerings. RAI is governed by a nine member Administrative Council. Seven of its nine members are elected by parliamentary committee, the remaining two (one of which includes the President) are nominated by the largest shareholder — that is, the Finance Ministry. …about RAI

Transcript of BUILDING DIGITAL TERRESTRIAL TELEVISION ON SERVICE ... · Most frequently this need most manifest...

Page 1: BUILDING DIGITAL TERRESTRIAL TELEVISION ON SERVICE ... · Most frequently this need most manifest itself in the context of a specific business unit, but ... SOA: “technological”

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BUILDING DIGITAL TERRESTRIAL TELEVISION

ON SERVICE ORIENTED ARCHITECTURE

Turin, 13 June 2006

Massimo Rosso Fabio VentroneRAI-ICT RAI-ICTPolitiche, Piani e Integrazione Contesti Sviluppo e Manutenzione ApplicazioniE-mail [email protected] E-mail [email protected]

RAI (Radio Audizioni Italiane), created in 1924, is the Italian Public Service Broadcaster. It operates three terrestrial television channels and threeradio channels, in addition to several satellite and digitalterrestrial offerings.

RAI is governed by a nine member Administrative Council.Seven of its nine members are elected by parliamentarycommittee, the remaining two (one of which includes the President) are nominated by the largest shareholder — thatis, the Finance Ministry.

…about RAI

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• New companiesfor new business areas

RAI GROUP

CdA

RetiGeneri TestateSupporto TV

Risorse televisive

Produz. TV

Staff DG

Internal Auditing Uff.stampa DG

Area Editoriale Area di Staff

Area Nuovi Media

Area Commerciale

Area Radio

Area Trasmissiva

RADIO

Palinsesto TV e

programmi

Acquisti e servizi

Risorse Umane e organizzazione

Finanza e

Pianificazione

Comunicazione,

Relazioni Esterne

Coord. Sedi

regionali

Diritti Sportivi

Svil. e Coord.

Commerciale

Strategie Tecnolog

iche

Affari Legali e Societari

DG

NUOVI MEDIA

RAI S.p.A

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ORGANIZATIONAL STRUCTURESOME FIGURES

• 10.064 Employees• 2.808.000.000 Euro Total revenue• 3 Terrestrial TV channels• 14 Satellite TV channels• 11 DTT TV channels• 5 RF channels• 79.321 Hours of TV transmission• 66.776 Hours of RF transmission

AGENDA

� SOA: “technological” view and “business” view

� The business drivers for SOA evolution

� A new business goal for RAI: Digital Terrestrial Television

� DEMO: Interacting with TV

� An approach for IT & Business alignment

� RAI Interactive Platform Architecture

� SOA implemented: the “Common Data Model”

� Common Services for Special Needs

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AGENDA

� SOA: “technological” view and “business” view

� The business drivers for SOA evolution

� A new business goal for RAI: Digital Terrestrial Television

� DEMO: Interacting with TV

� An approach for IT & Business alignment

� RAI Interactive Platform Architecture

� SOA implemented: the “Common Data Model”

� Common Services for Special Needs

AN APPROACH FOR IT& BUSINESS ALIGNMENT

IT Depts have to support business processes.

This is possible only if they know business context, understanding relationships between their Companies and “external environment”.

Company defines many processes to support its business and its services,IT Dept. defines many hardware and software components to support IT Services.

We have IT & Business alignment when “IT Services” support Business Services.

Enterprise Architecture represents the logical model to describe:

o Business Relationshipso Processeso IT Serviceso IT Infrastructure

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Source Gartner Group

BUSINESS ARCHITECTUREBUSINESS ARCHITECTURE

DataDomain

ApplicationDomain

Point of Access Domain

IntegrationDomain

InfrastructureDomain

System MngtDomain

SecurityDomain

Business Relationship Grid

Business Process

Patterns

Bricks

TechnicalTechnicalArchitectureArchitecture

InformationInformationArchitectureArchitecture

ENTERPRISE ARCHITECTURE

IT & BUSINESS ALIGNMENT: FROM PRESENT TO FUTURE

Business is very dynamic and the Companies, understanding external context and market trends, define their strategies and design the “route” to new and “future states”.

IT Depts. define projects to align Enterprise Architecture to the “future states”.

IT projects carry Enterprise Architecture from “presentstate” to “future states”.

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IT & BUSINESS ALIGNMENT: SOFTWARE REUSE

“Software Reuse” is linked to “Services Reuse”.

Only if technology infrastructure supports IT services it is possible toenable new services to support new business “scenarios”.

Most SOA projects are implemented by combining established applicationsand new services. SOA’s ability to combine old and new is part of its

power and one of its virtues.

Service Oriented Architecture is a good way to anticipate the changes of context and to match the business priorities.

Moving to a SOA is, in most cases, motivated by significant changes inthe business environment.

Most frequently this need most manifest itself in the context of a specific business unit, but often, and most importantly, also at the corporate level.

The modular, “composable” and technology-neutral nature of service-oriented applications fits well with a large spectrum of “Bottom-up” business unit wide and “Top-down” enterprise-wide requirements.

SOA is first and foremost a key enabler to improve companies’ ability toadapt more rapidly to the quickly changing business environment.

IT & BUSINESS ALIGNMENT: MOVING TO SOA

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IT & BUSINESS ALIGNMENT: “DIGITAL TELEVISION CASE”

In Europe Media and Communication Platforms are actually moving toDigital Standard.

RAI is moving from a “present state” (mainly Analog TV) to “future state” ( full Digital TV).

This challenge is leading RAI to align his business to supply new serviceson digital platform.

IT Dept. have to understand this change of context, analysing existingsoftware components and realizing new IT Services.

These new IT services will allow to support new Business Services.

Enterprise Architecture models our new contexts. Service Oriented Architecture is the right way to build our new digital platforms.

AGENDA

� SOA: “technological” view and “business” view

� The business drivers for SOA evolution

� A new business goal for RAI: Digital Terrestrial Television

� DEMO: Interacting with TV

� An approach for IT & Business alignment

� RAI Interactive Platform Architecture

� SOA implemented: the “Common Data Model”

� Common Services for Special Needs

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SOA DEFINITIONS

SOA is a group of processes, organizational rules and technical methodsto design an architecture to :

� create software services using a definition language and standard interfaces invoked to execute business processes

“technical view”

� assure more flexibility and speed to create and change the IT components to meet the business needs

“business” view

SOA doesn’t depend on a particular technology

TECHNICAL VIEW - WARNINGS

� Performance the use of XML is slower than traditional way to communicate

Solution : IT transactions need high business value

� Security The use of shared standard can getto unauthorized accessSolution: Systems and Users need strong authorizations and authentications

� Governance This is the best way to enforce reuseSolution: Governance process and methodsneed new skills

SOA without governance normally degenerate.The governance of SOA involves deep organizational change.

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BUSINESS VIEW - GOALS

� Reduction of time to marketThe reuse of components and the definition of standardallow to implement faster IT components.

� Multi-ChannelThe independence of services from user interfaceand the reuse of components support multi-channel.

� Control and update of business processesThe use of standards allows to trace easier the processesand to update them in according to the business requests.

� Reduction of complexityJustify upfront investment on the basis of three main benefit: architectural partitioning, incremental deploymentand reuse.

AGENDA

� SOA: “technological” view and “business” view

� The business drivers for SOA evolution

� A new business goal for RAI: Digital Terrestrial Television

� DEMO: Interacting with TV

� An approach for IT & Business alignment

� RAI Interactive Platform Architecture

� SOA implemented: the “Common Data Model”

� Common Services for Special Needs

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SOA IN BUSINESS TERMS

The changeable of enterprise and market requirements increase the gapbetween enterprise needs and IT answers: “Many companies are adopting SOA to fill up this gap”.

Business trends are driving the focus beyond the stability and reliability of operations and processes.

An SOA approach moves the primary focus toward process definition,visibility and control; the main objective with SOA initiatives is to address a more agile, flexible and standardized approach to design, develop and deploy functionalities.

To justify SOA project, organizations must understand that SOAs reflectcore business drivers and are not simply technology changes within IT infrastructure.

BUSINESS DRIVERS

Business needs are driving SOA Evolution in the Enterprise Architectures.

� B2B, to implement the link between different enterprises� Multi-channel, to access to enterprise’s offers through many ways� Renewal of systems, for absence of skills and increase of risks� Merge of different systems� Business activity monitoring� …

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IT DRIVERS

IT Evolution anables SOA Evolution

� Incremental engineering and maintenance of software� Improved scalability and software availability� IT Standards facilitate the evolution of SOA’s technologies � SLAs need services that SOA can supply� Business Intelligence Analysis requires high quality’s results and SOA

can help to obtain this goal due to the enterprise process tracingservices.

AGENDA

� SOA: “technological” view and “business” view

� The business drivers for SOA evolution

� A new business goal for RAI: Digital Terrestrial Television

� DEMO: Interacting with TV

� An approach for IT & Business alignment

� RAI Interactive Platform Architecture

� SOA implemented: the “Common Data Model”

� Common Services for Special Needs

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MEDIA AND COMMUNICATION PLATFORMS

Media and Communication platforms are moving to digital standard

� Fixed phone: POTS, ISDN, xDSL–Fibre, WiFi

� Mobile phone: TACS, GSM, GPRS/GPRS Edge, UMTS

� TV SAT: Analog, Digital – DVB-S

� Terrestrial TV: Analog, DVB-T, DVB-H

Terrestrial TV is the last Media and Communication platform in transition from analog to digital …

MEDIA AND COMMUNICATION PLATFORMS

The convergence drops the current barriers

� Contents: Production – PackagingCinema – Music – TV Programs – Print – Radio Programs

� Distribution NetworkCable, Satellite, Fixed TLC Network, Mobile TLC Network, OpticalFibre, Broadcast

� Access technologyFixed phone, Mobile phone, TV, PC, …

Any content – Through any transport - On any computer

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It refers to services that permit to users to be interactive with television

The introduction of DTT leads a new way “to make” television (digital and complete platform of production) and “to watch” television (“I see and I take part”) by the definition of value services

It refers to digital transmission of contents (terrestrial-DTT, satellite-DTH, cable)

It refers to technologies that permit automatic on-air, acquisition and store in digital format for improvement ofproduction and transformation of contents

Production and Digital

Contents Management

Interactive Television

Digital Television

Digital Transmission

BROADCASTERS : DTT’S FEATURES - CONTEXT

DTT’S FEATURES – THE MODEL

• Interactive services• (applications)• Mail• Database• Games• Purchase / Payment

• Interactive services• (applications)• Mail• Database• Games• Purchase / PaymentInformation Technology(info & content)• Super Teletext (interactive or

no)

Information Technology(info & content)• Super Teletext (interactive or

no)

“Traditional”TV ChannelAudio/Video in digital quality

“Traditional”TV ChannelAudio/Video in digital quality

Classic MediaTV Content

Classic MediaTV Content

New services“ri-examined”

Services on Web

New services“ri-examined”

Services on Web

From traditionalTeletext

From Web

From traditionalTeletext

From Web

Place of contents

MHP

Mul

ti-C

hann

elContents

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BUSINESS GOALS ON DIGITAL TERRESTRIAL TELEVISION

T-Payment It permits the payment of bills and fines; it hasn’t a great diffusionin Europe but it’s one of the most interesting application of DTT

T-Government It permits the diffusion of bulletin and informations from publicadministration and the partecipation of the people

Interactive It is contained into a TV program

T-Learning It contains applications that permit to execute interactive courseon distance; this is a very important driver for a TV that has toabsolve to public service

Information/ It contains the guide of TV programs, informations on traffic, Enhanced TV dossiers on news, etc.

BUSINESS GOALS ON DIGITAL TERRESTRIAL TELEVISION

Gaming It contains interactive games, this service permits to capture theattention of the young people

Participation TV This service includes applications for user’s interactiveparticipation with programs (telequiz, vote, etc.)

Betting It permits bet on sport’s events and game of chance

Messaging This service includes chat, communities, dating services, SMS,MMS; it is available on cable and satellite

Pay per View It includes crypt events that users can purchase; the receptionof contents is available on Smart Card

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DTT’S FEATURES – CHAIN OF VALUE

DTT principal actors are:� Broadcaster (RAI)� Content/Service Provider (interactive services) (RAI and third parts)� Network operator (RaiWay)� Telco� Final users

DTT architecture can be represented into two blocks:� Production an on-air of interactive applications (direct channel)

o Factory of interactive applicationso On-air systems

� Interactive Service Centero Network Service Platformo Platform of available serviceso Gateway for third parts serviceso Pay TV platform and pre-payed cardso Client Database (subscribers, clients of interactive services,

clients of Pay TV)o Definition of client’s profile

Users

Trading and Management Platform (OSS/BSS)

Transport e Multiplexing Carousel Generator

Contents Management &Study of ProductionCP

CPCP

CPContentProvider

ContentProvider

CPCP

CPCPInter-bankingServices

Inter-bankingServices

CPCP

CPCPServiceProvider

ServiceProvider

MUX ScramblingDSM-CC Scheduler

STB(client)

InternalContent Provider

Services & ApplicationCreation Environment

INTERACTIVE SERVICE CENTER

OSSBSS

NetworkNetwork

Delivering PlatformThirdParty

ServiceAccess

Gateway

Service Development & Execution

Profiling / Security & Control

Service Broker and Orkestration

BSS/OSS Services

Network Services

CA

Object Carouseel

PRODUCTION AND ON AIR MHP APPLICATION

DTT INFRASTRUCTURE

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AGENDA

� SOA: “technological” view and “business” view

� The business drivers for SOA evolution

� A new business goal for RAI: Digital Terrestrial Television

� DEMO: Interacting with TV

� An approach for IT & Business alignment

� RAI Interactive Platform Architecture

� SOA implemented: the “Common Data Model”

� Common Services for Special Needs

ANALOG & DIGITAL TERRESTRIAL MODELS FOR RAI

RAI

TVVIEWER

Analog Terrestrial TV:

One way usualBroadcast model

Equipment:TV

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RAI

RAI

TVVIEWER

TVVIEWER

Analog Terrestrial TV:

One way usualBroadcast model

Equipment:TV

Digital Terrestrial TV:

Two way model:Broadcast +Interactivity

Equipment:TV +Set Top Box (STB)

ANALOG & DIGITAL TERRESTRIAL MODELS FOR RAI

DIGITAL TERRESTRIAL ARCHITECTURE

RAI

TVVIEWER

Forward Channel:

- Strict interaction with on air systems- Application scheduling and update- Synchronization with studio events

Return Channel:

- Interaction with several MHPapplication “dialects”

- Response to user request with(potentially) complex transaction

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DIGITAL TERRESTRIAL ARCHITECTURE

InteractivePlatform

INTERNET

STB

Return Channel

BROADCASTForward Channel

Internal/ExternalService Provider

ON-AIR System

RAI

DIGITAL TERRESTRIAL ARCHITECTURE

Service provider

InteractivePlatform

BROADCASTER

MHP Factory Tv studio

CRM

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DIGITAL TERRESTRIAL ARCHITECTUREExample 1: TV Magazine

� search engine� head2head� channels navigation� games

Key features:

DIGITAL TERRESTRIAL ARCHITECTUREExample 1: TV Magazine

Service provider

InteractivePlatform

BROADCASTER

Tv studio

CRM

MHP Factory

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DIGITAL TERRESTRIAL ARCHITECTUREExample 2: interactive SMS Forum

� User interaction through Mobile Phone� Easy and fast� On Air Results� Integration with other media

Key features:

DIGITAL TERRESTRIAL ARCHITECTUREExample 2: interactive SMS Forum

Service provider

InteractivePlatform

BROADCASTER

Tv studio

CRM

Rete gsm

SMS

MHP Factory

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DIGITAL TERRESTRIAL ARCHITECTUREExample 3: T-Government service

� Return Channel Interaction� Integration with other Media (web)� User Auth/Profiling� Transaction oriented model

Key features:

DIGITAL TERRESTRIAL ARCHITECTUREExample 3: T-Government service

Service provider

InteractivePlatform

BROADCASTER

Tv studio

CRM

MHP Factory

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RAI INTERACTIVE PLATFORM ARCHITECTURELifecicle of an Interactive Application

Pro

t

FrontEndLayer

CDM

� Editorial Analysis� Technical Analysys� Process Design & MHP implementation� Test / Deploy� On Air “Execution”

RAI INTERACTIVE PLATFORM ARCHITECTURE

Service in tegration

Thir

dPa

rty

Serv

ice

Acc

ess

Gat

eway

Service C reation

E nvironm ent

A pplication& C on ten t

M an agem ent S ystem

Schedu lin g O b jectC arousel

Tran sm issionchain

Fron t-end W eb

M odem -Ph one

interface

S ervice D elivery Environ m ent

Editorial plann in g T V schedule p latform O n air p latform

M ediation Log& T race A u th & profiling

D BM S

M ail A lerting

F orum V oting Polling

Bu siness P artners

C ontent p rovid er

Service p rovid er

Process orches tration

SM S

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RAI INTERACTIVE PLATFORM FORWARD CHANNEL: an overwiew (1)

Forward channel means:- Contents Updating

- EAI/CMS- I-TV apps management- OnAir events synchronization- OnAir production systems

RAI Teletext Evolution

RAI INTERACTIVE PLATFORM FORWARD CHANNEL: an overwiew (2)

Sport

Calcio

Serie A e Serie B

Brevi

Altri Sport

Schedina

Tempo reale

Classifica

Prossimo turno

Marcatori

Brevissime

Club A

Serie D

Serie C

Sport Tv-Radio

Calcio Club serie B

Campionati esteri

Sezioni non presenti nella sezione “Sport”del Televideo digitale.

200 Sport

201 Calcio

202- 208 Serie A

251 - 259 Serie D

209-213 Serie B

214 - 218 Serie C

229 Brevi Calcio

260 Altri Sport

289 Sport Tv-Radio

290 Schedine

299 Brevissime

230-249 Club serie A

250 Calcio Club serie B

295 - 298Campionati esteri

- caching & data coherence system- validation & transformation- custom editing

Data flow

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RAI INTERACTIVE PLATFORM RETURN CHANNEL: overview

FEW

Orchestration & Integration

Third Party Gateway

TVVIEWER

Return Channel Data flow.

Subjects:- Several kind/dialects of MHP applications- External/internal third party integration- High flexibility / time to market

for Business Requirements

RAI INTERACTIVE PLATFORMRETURN CHANNEL: data flow

Dispatcher

FEW

EP

ORCHESTRATION &INTEGRATION

BP 3

BP n-2

Dispatcher

BP 1

soap

WS

BP 2

Common Data Model

Common Data Model

Authenticationservice

BP n

BP n-1

Common Data Model

TPGW

Soapover HTTPS

soap

Get httpPost http

Parameters

Authenticationservice

ServicesCatalog

Data Transformation

Check on Enabledrequests

Activerequests

WS Admin

WS Admin

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RAI INTERACTIVE PLATFORM DATA FLOW:FRONT END WEB

FEW

Orchestration & Integration

Third Party Gateway

Front End Web:Main interface for all services available to the interactive TV Viewer.Web server based.

Main duties:- Receive requests in several formats/protocols, depending on implementation- Return data in the custom format- Drop disabled calls- Check for logical request structure

RAI INTERACTIVE PLATFORM DATA FLOW:ORCHESTRATION & INTEGRATION

FEW

Orchestration & Integration

Third Party Gateway

Orchestration & Integration:Platform Kernel. Based on BEA WLI, it offers graphical and low level tools for Business process implementation

Main duties:- Manage User requests with (complex) processes and third parties services- Trace & Monitor Process execution- Offers Common Services for Basic service availability

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RAI INTERACTIVE PLATFORM DATA FLOW:FRONT END WEB

BP 1

Browser MHP - XLET

Service RequestModule

DownloadModule

Common DataModel

Data Trasformer

FakeService

ConfigInformation

ConfigurationService

Request Filter

Data Trasformer

ConfigurationProxy

Common DataModel

BP n

Dispatcher proxyPro

DispatcherPro

FEW

BES

RAI INTERACTIVE PLATFORM DATA FLOW:THIRD PARTY GATEWAY

FEW

Orchestration & Integration

Third Party Gateway

Third Party GatewayBackEnd interface to External Contents & Service Providers.

Main duties:- Authenticate/Profile third parties- Trace & Monitor External usage/request of exposed services- Enable/Disable/Shape external data throughput

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RAI INTERACTIVE PLATFORM DATA FLOW:THIRD PARTY GATEWAY

ExternalProvider 1

ExternalProvider 2

ExternalProvider n

1: Service Platform n …….

AuthenticationWeb Service

PolicyManagement

WebServices Publishing Platform

DB

Web ServiceFunz.1

Web ServiceFunz.2

Web ServiceFunz.3

Web ServiceFunz.4

Web ServiceFunz.5

Web ServiceFunz.n

Security Layer

Adapter RMI Adapter SOAP Adapter EJB Adapter WS Adapter x

2:

ExternalProvider 1

ExternalProvider 2

ExternalProvider n

SERVICE…….

AuthenticationWeb Service

PolicyManagement

WebServices Publishing Platform

DB

Web ServiceFunz.1

Web ServiceFunz.2

Web ServiceFunz.3

Web ServiceFunz.4

Web ServiceFunz.5

Web ServiceFunz.n

Security Layer

Adapter RMI Adapter SOAP Adapter EJB Adapter WS Adapter x

SERVICE 2:

ExternalProvider 1

ExternalProvider 2

ExternalProvider n

1: Service Platform n …….

AuthenticationWeb Service

PolicyManagement

WebServices Publishing Platform

DB

Web ServiceFunz.1

Web ServiceFunz.2

Web ServiceFunz.3

Web ServiceFunz.4

Web ServiceFunz.5

Web ServiceFunz.n

Security Layer

Adapter RMI Adapter SOAP Adapter EJB Adapter WS Adapter x

2:

ExternalProvider 1

ExternalProvider 2

ExternalProvider n

SERVICE…….

AuthenticationWeb Service

PolicyManagement

WebServices Publishing Platform

DB

Web ServiceFunz.1

Web ServiceFunz.2

Web ServiceFunz.3

Web ServiceFunz.4

Web ServiceFunz.5

Web ServiceFunz.n

Security Layer

Adapter RMI Adapter SOAP Adapter EJB Adapter WS Adapter x

SERVICE 2:

RAI INTERACTIVE PLATFORM DATA FLOW:THIRD PARTY GATEWAY

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AGENDA

� SOA: “technological” view and “business” view

� The business drivers for SOA evolution

� A new business goal for RAI: Digital Terrestrial Television

� DEMO: Interacting with TV

� An approach for IT & Business alignment

� RAI Interactive Platform Architecture

� SOA implemented: the “Common Data Model”

� Common Services for Special Needs

COMMON DATA MODEL

Definition:The Platform internal language used to manage:

- Communication with Front End Web and Third Party Gateway- Business process execution- Transaction logging/tracing- OSS / BSS support

Format:- Xml based- “Message passing” model

Service Catalog:- Each referred service inside the common data model is previously declared and configured into a Service Catalog

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SERVICE CATALOG

Definition:The Platform main Catalog for Services Management.

It contains:

- Service definition, with metadata and logical description- Service status: enabled, disabled, loopback (testing)- Service authorization records- Service “abstract” interfaces

COMMON DATA MODEL

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AGENDA

� SOA: “technological” view and “business” view

� The business drivers for SOA evolution

� A new business goal for RAI: Digital Terrestrial Television

� DEMO: Interacting with TV

� An approach for IT & Business alignment

� RAI Interactive Platform Architecture

� SOA implemented: the “Common Data Model”

� Common Services for Special Needs

Definition:A set of Common Modules available for complex Business Process Execution.

Examples:- SMS send/receive- Email- Voting- Polling- Payment

FEW

Orchestration & Integration

Third Party Gateway

TVVIEWER

COMMON SERVICES

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COMMON SERVICES

Current Implementation:

- Main interfaces already defined with TIM for SMS sending/receiving.

- Voting and polling already available as Internal Services

- Still working on payment system

FEW

Orchestration & Integration

Third Party Gateway

TVVIEWER

PHYSICAL ARCHITECTURE

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AGENDA

� SOA: “technological” view and “business” view

� The business drivers for SOA evolution

� A new business goal for RAI: Digital Terrestrial Television

� DEMO: Interacting with TV

� An approach for IT & Business alignment

� RAI Interactive Platform Architecture

� SOA implemented: the “Common Data Model”

� Common Services for Special Needs

DEMO: Interacting with TV