Sony Pictures Entertainment (“SPE”) and Sony DADC (“DADC”) ` Request for Proposal (“RFP”) Distribution Backbone Project (“DBB”) for Release 1: Build and Deploy DBB Infrastructure and Distribution Content Processing CoE Issued by: Dennis Bond Date Issued: June 15, 2009 Responses Due: July 17, 2009 RFP Reference Number: D06152009 Executive Sponsors: Chris Cookson, Sony Pictures Technologies Michael Frey, Sony DADC [This Request for Proposal is confidential and proprietary to Sony Pictures Entertainment and Sony DADC] 1 CONFIDENTIAL SPE/DADC Request for Proposal Table of Contents 1.0 Introduction ..............................................................................................4 1.01 About this Request for Proposal ....................................................4 1.02 Strategy and Context .......................................................................5 1.03 Disclosure.........................................................................................6 1.04 Background Summary.....................................................................6 1.05 Sony Pictures Entertainment (SPE)................................................7 1.06 Sony DADC .....................................................................................14 2.0 Project-Specific Planning Guidance.....................................................16 2.01 Project Management and Governance .........................................16 2.02 Responsibilities Sony Parties Plans to Retain ............................17 3.0 Scope Summary .....................................................................................17 3.01 Guiding Principles .........................................................................18 4.0 RFP Process ...........................................................................................19 4.01 Time Line ........................................................................................20 4.02 Individual Supplier Q&A Sessions - Week of June 22 ................20 4.03 Individual Supplier Q&A Sessions - Week of July 6 ...................21 4.04 Future Participant Contact ............................................................22 5.0 RFP Deliverables....................................................................................22 5.01 Response Deliverable Format.......................................................22 Appendix A – Glossary..................................................................................26 Appendix B – Process Flow Description .....................................................38 Appendix C – White Papers ..........................................................................42 Appendix C-01 Fundamentals of Digital Supply-Chain ..............................43 Appendix C-02 Partner / Client .....................................................................46 Appendix C-03 Request Management..........................................................51 Appendix C-04 Inventory Management........................................................55 Appendix C-05 Workflow Master Data .........................................................61 Appendix C-06 Manufacturing Planning ......................................................66 Appendix C-07 Task Management................................................................71 Appendix C-08 Managed Multi-Tiered Storage Environment.....................75 Appendix C-09 Search...................................................................................81 2 CONFIDENTIAL SPE/DADC Request for Proposal Appendix C-10 Ingest / Encode Management..............................................85 Appendix C-11 Package Metadata................................................................90 Appendix C-12 Package Creation / Management ........................................94 Appendix C-13 Financial Processes ..........................................................101 Appendix D – Supporting and Additional Requirements .........................107 Appendix E – Client Product Specifications..............................................118 Appendix F – Content Processing Functions............................................120 Appendix G – Master File (eMaster) Definition..........................................122 Appendix H – Functional Reference Architecture.....................................124 Appendix I – Non-Functional Estimating Guidance..................................139 3 CONFIDENTIAL SPE/DADC Request for Proposal 1.0 Introduction 1.01 About this Request for Proposal In issuing this Request for Proposal package (“RFP”), Sony Pictures Entertainment (“SPE”) and Sony DADC (“DADC”), (collectively “Sony Parties”), seeks fixed fee proposals from qualified suppliers to assist in the development and integration of systems to realize its digital distribution strategy. The strategy will be initially deployed through the Sony Parties business units. Working in a consolidated, highly collaborative fashion, the Sony Parties will build-out a means for digital distribution with the following capabilities (described further in subsequent sections): • Enable low cost, automated, file-based distribution content processing and delivery workflows to supplant both physical media and file based workflows that SPE currently outsources to suppliers; • Adapt to new formats and content processing enhancements as the market and technologies evolve; • “Commercialize” the service such that DADC can market it in any manner or fashion and to any viable market segment that could make use of the services; • Be ”content agnostic” (in terms of the type or eventual use of the digital content) to accommodate any digital content; and, • Exploit supply chain best practices, adapted to a digital media flow. This document and its supporting appendices provide background and context, describe the RFP process, summarize the Sony Parties’ strategy, and provide guidance about the scope of this first release of our multi-release implementation approach. We appreciate the challenge presented with our approach as we intend to clearly articulate our expectations without materially restricting your ability to respond with creative and innovating approaches and tools to support our stated requirements as well as those that may not be specifically described. If anywhere we should fail to articulate some aspect that you believe to be pivotal, we encourage you to ask and to propose your most creative approaches and solutions. Your proposal will be for Release 1 only; however, we want to ensure that later releases are not adversely hampered by decisions made for this release or, worse, that the grander vision cannot be economically realized. Therefore, we provide information beyond Release 1 to facilitate that planning. This RFP is but one element of our proposal process. This document coupled with your questions and at least 2 conferences should enable you to gather the information needed to respond to our request. 4 CONFIDENTIAL SPE/DADC Request for Proposal 1.02 Strategy and Context The Sony Parties have developed a multi-phased, multi-year approach to establish and operate the Distribution Backbone (DBB) and to make operational the resulting solutions and services into a full-fledged offering by DADC to a broader market. The strategy to achieve this vision includes ingesting content digitally and managing it seamlessly through delivery to a client. Although content supply chains have become more and more digital, physical media and manual workflows still proliferate around ingest, storage, product assembly and package delivery. Media Service Companies have been slow to leverage automated file based workflows because they have made huge capital investments in their film and tape infrastructures and want to protect revenue streams from activities that would be made redundant by the new workflows. But the maturation of SOA technology, and decreased costs for generic storage and processing power have enabled a significant opportunity to orchestrate manual workflows and create an infrastructure that minimizes the need for physical media. An automated, scalable, flexible and low-cost solution is an imperative to support new paradigms in entertainment distribution. Sony Corporation is uniquely positioned to develop, operate and market the solution, which is core to its mission and competitive advantage. Our strategy calls for building on the Release 1 infrastructure with additional processing functionality which will enable additional content and clients to be serviced. The ultimate end-state is to have all digital content and all digital-ready clients be serviced wholly through the DBB, ideally with no labor contribution. FY 2009 FY 2010 FY 2011 FY 2012 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Release 0 Release 1 Release 3 Release 4 Foundational Foundational Priority 3 Priority 4 ● Establish Tech Lab ● SOA, storage, network ● Capabilities and workflows for ● Implement digital archive ● eMaster creation infrastructure Syndication and Ancillary standards ● SPTI / DDI Servicing PoC ● Disaster recovery planning clients ● Master data and Metadata Priority 1 ● Integrate with Digital Networks Release 5 assessment ● Grow SPTI / DDI servicing solution Priority 5 ● Plan Ascent/DIAMONDS ● Integration with DMG repositories ● Enable creative review ● Vendor and client self- transition and GOLD, GPMS interface service ● Financial policies and ● Integrate with PRISM, Ventana ● Rights and clearance procedures Release 2 ● Automated recipe assembly integration