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Streaming: The New Media Frontier By L. Joanna Cash Streaming media is coming of age and for those of you who haven't experienced this emerging venue, it's time to get wired and logged-on. In truth, streaming media isn't new and, in fact, already has quite a reputation for a less than optimal viewing experience. However, the cyberwaves are turning and the current tide is forecasting a flood of new technology and applications that are positioning you, the viewer and content provider, in the captain's chair. For those of you who are new to the scene, in the early days video on the Internet meant downloading a video file (.avi or .mov) to your hard drive for playback with a Windows Player or QuickTime Player. It wasn't unheard of for a 30 second video file to take 30 minutes to download. Not long after audio files hit the Internet scene (we're talking .wav and .ra files not even .mp3), companies were turning their sights to video. These companies foresaw the applications of this technology and how players would allow end-users to view content (audio, video, animation, etc.) as it streamed through cyberspace. No download necessary. Many of those companies have come and gone leaving three major players in the arena: RealNetworks, QuickTime and Windows Media. However, even this paradigm is changing. The days of external players popping up in the middle of your computer screen or preparing your original video footage through a multi-step process for ultimate streaming are numbered. There are some new kids in town and, in more recent times we have seen some awesome advancements in telecommunications, hardware and software, as well as new and exciting applications of streaming media taking place in corporations, education and entertainment. Of course, the three major players probably aren't going anywhere soon. RealNetworks reports that, according to Nielsen/NetRatings, RealPlayer content was played by 25.3 million US home users in the month of June, which is more than two and a half times the number of any other media player format. What this means is, even with its current challenges, end-users are intrigued with streaming media. Yet, lets take this a step further, Scott Lillig of Spin.TV, a company that offers full service solutions to the broadband interactive television market says, "Real appears to be the best choice for most [of our] projects. As technology progresses along with the bandwidth the race will eventually be geared to those who can get their product on all screens such as the PDA, TV, computer, radio, watch and whatever else the future holds." Another interesting point. If you surf the net at all, you already know that the Internet Holy Grail is bandwidth. In fact, bandwidth probably gets too much attention in the whole scheme of things. Certainly, the goal is to deliver smooth, seamless, high-quality media content via the web. However, in truth, it is a fair and equal race between the communications companies and the software companies. Since the mid-1990's, the aim has been to either make the pipeline to your computer bigger or create encoders that make files smaller without compromising the quality. The result has been an equal progression by both industries. Large network connectivity suppliers like Enron, Exodus and Qwest linked with large hosting companies like Akamai, RBN, Digital Island and Burst.com in tandem with software advancements like Real, Sorensen, Media Cleaner, etc. are the driving force behind optimizing streaming media. This said, there are a wide range of companies that make up the streaming media revolution. However, in all the excitement to explore the technology the most important ingredient comes down to content. Without quality content, created by innovative, creative directors, producers, musicians, artists and animators, having a full-motion, broadcast-quality, open bandwidth experience is just another public access television channel. Wait. No offense intended, we've all benefitted from public access. Bottom line, the real key to capturing the imaginations of viewers, students, employees and the general public is creating varied programming that compliments the medium in which it lives. Although there is a place in streaming media for re-purposed television, old corporate training videos and product demos, viewers are looking for inspiration; that little seed of excitement that results in a barrage of e-mails telling friends and family about some great new net series or education interface. Don't get me started, content is my passion. Beyond the emotion of content, there are other advancements in hardware and software that are well worth taking a look at. Several companies entering streaming media production are looking to turnkey systems that offer a full-range of services. For instance, Linux SC offers three main products. Described as Internet appliances, Carbon Cast produces live web casts, Carbon Stream is a web streaming server and Carbon Wall is a firewall that works in conjunction with the server. Bob Roose of TM TV who is using Linux SC products says, "These are plug and play appliances which cut down on the learning curve associated with producing streaming media. This allows you to get on with editing, producing and other jobs." Matt Payne of Linux SC points out that the appliances are geared towards post-production houses and TV stations, noting that a post house can stream draft edits to a client in another town for feedback, bypassing the traditional 'dub, mail and wait" scenario. Another impressive aspect of this web casting system is not only can a content provider deliver a multi-cast to an unlimited number of users but also point-to-point delivery between two people. And, if that's not impressed you enough, Linux SC is breaking the barriers on pre-arranged bandwidth contracts associated with ISP's. "You've paid your money in anticipation of an event, so if the number of visitors didn't meet your expectations, you've paid too much," says Mr. Payne, "with the Carbon Cast system, it really is a pay per visitor approach." For streaming media producers who appreciate a more hands on approach, Media 100, which offers a range of streaming media production tools, has recently acquired Terran Interactive and its industry favorite encoding software, Media Cleaner. This combination of high quality editing and encoding capabilities have combined to make an effective turnkey streaming media suite. Vista, based in Dallas, are using a Media 100 NLE system and Media Cleaner Pro to service their client The Southwest Pilots Association. Employing streaming applications have resulted in a cost-efficient and effective alternative to reaching the Associations estimated 3000 pilots, eliminating the need for mass duplication of VHS videotapes and shipping costs. "They received rave reviews on [using streaming media] because the pilots are flying all over the place and staying in hotels," said Chris Dishman of Vista, "with access to computers, they were able to get the information they needed at their convenience." Going even a step further, the recently released Media 100i is making industry professionals sit up and take notice with its incorporated interactive streaming media technology, EventStream. It allows producers and web designers to embed interactive, multi-dimensional instructions directly into the streaming media program, ultimately allowing viewers a new level of interactivity. Companies like Pilgrim's Pride based in Pittsburgh, Texas are looking at the Media 100i as a training solution for software applications. With almost 9,000 users, on-line training capabilities will cut costs and travel time in addition to end-users having access to training at their convenience. At the moment, training applications are probably the fastest growing area in streaming media. With high bandwidth readily available to corporations, the challenges of seamlessly delivering high quality video and multimedia programs are greatly reduced. The accessibility in this environment is perfect for training applications thus giving the streaming industry an opportunity to stretch its legs and experiment with true multimedia interfaces while offering companies a potentially cost-efficient solution to classroom training. Other companies using streaming media tools for training applications include Alcon Research, I2 Technologies, and Media Train. Each of these companies approach training based on different needs. For some, control over in-house training guarantees the quality and specificness of the material, for most, it leverages employee time, and for all it offers access to a global audience. All said, training has to be cost-efficient, effective, convenient and measurable. As an example, Austin-based Ed-X has recently completed a long-distance learning educational module prototype that had originally been packaged in a CD-Rom format. Realizing the costs involved in updating, maintaining inventory, shipping and dealing with computer platform conflicts, Ed-X came to SharedStar to design and produce an on-line version of the module that includes video, support references, links and a testing element. By leveraging the expertise of various industry leaders, Ed-X plans to offer a wide range of subjects to end-users worldwide. Of course, access brings up another issue faced by proponents of the Internet and streaming media. Bridging the digital divide between the have's and have not's is an ongoing challenge. There is a mis-guided belief that everyone has access to a computer and the Internet whether through work, school, home or local libraries and, even though the Internet is near an estimated 400 million users, there are companies attacking the digital divide head on. An example is Irving, Texas-based Big Fat Wow, Inc. which is creating Wow Centers in more than 50 malls nationwide that will offer free high-speed Internet access to visitors. This kind of public high-speed access not only upgrades the experience of those who painfully surf on 28.8k modems, but offers those with no access the ability to explore the web for free at a very common destination -- the mall. The next question that's probably most prevalent in your mind is whose paying for all this free access. And, of course, is there any money to be made in this thing call the Internet and streaming media. Well, as always, advertisers, marketers and strategic partners are the first in line to try new ways to catch your attention and reel you into buying their products or services. Jim Gerik, Toc Roc, streamed the New Year's Eve event in downtown Dallas for the Millennium and says that, although streaming a live event offers challenges like maintaining content during set changes or network commercial breaks, the event advertisers gain additional benefits on the net. Unlike commercials or print ads that come and go, the Dallas Millennium event is still posted on the net giving advertisers continued exposure in addition to a clear measure as to the number of viewers. Companies like Regent Entertainment are playing both sides of the coin by having an e-commerce presence as well as focusing on streaming vintage and new films along with special events and pay-per-view. Regent has been experimenting with video compression and, in conjunction with Real streaming technology, have developed a patented process that optimizes the streaming of full-length movies. Regent is also focusing on Independent Filmmakers with their Regent on the Edge service that offers independents a venue to showcase new content at a substantially reduced rate. In a similar vein, Blockbuster, Inc. and Enron Broadband Services have signed a 20-year deal to deliver a Blockbuster entertainment service that will initially offer movies on-demand via the Enron Intelligent Network. Enron is also credited with providing live webcast coverage of the Wimbledon Tennis Championships last June that served a reported 49,000 streams to viewers in 81 countries. Although the Blockbuster service isn't expected until the beginning of 2001, these companies are banking on the continued curiosity of end-users, the advancement of technology and increased bandwidth. So, what we are seeing is good ol' fashioned ingenuity and technological advancements. Streaming media is real, its here to stay and, although it will most certainly go through changes and mergers, it will inherently change the way we learn, entertain and educate ourselves. L. Joanna Cash is co-founder of SharedStar (www.sharedstar.com), an Austin-based company that produces and prepares streaming media and web media interfaces for the nets |
