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client reassembles the packets and the program is played as it is received A series of these related packets is called a stream In a way, the Internet offers broadcasters and others a new antenna for reaching millions of untapped viewers It s unlikely that streaming media will replace traditional television but it will augment it Many new and exciting streaming-media applications will be introduced over the next few years In addition, stations may reap new revenue from T-commerce related enhancements Of course, streaming media isn t just a broadcast-related technology Opportunities are exploding in almost every area of video media viewing Today, Webcasting is still in its infancy (In this chapter, Webcasting and streaming are treated synonymously A Webcast is an event, like a broadcast A stream is the fashion in which the Web-encoded content reaches the viewing clients) Some speak of Webcasting with contempt: It s a toy with small, jerky images, they ll say With the advent of broadband networking to the home, however, quality content is starting to flow Various research sources have estimated that between 20 and 30 percent of US homes will have broadband Internet access (of greater than 384 Kbps) in the next few years This will change everything Content may be king, but bandwidth and reach are the king s best friends In the corporate intranet environment, broadband access is readily available, and many businesses are using Webcasting for communications every day Don t bet against bandwidth As for content, the better it is going into a Webcast, the better it will look coming out (See a later section Eight Steps to Optimum Live Streaming Media, for suggestions on improving the A/V [audio/video] quality of Webcasts)
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Let s go way back in time (in Internet terms), to about four years ago when the Web was young How was media distributed to end users (their PCs, that is) Simple, just download the requested content as a file, decode it, and view it on the client station If you have ever done this you know it s a
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painfully slow way to consume media Sure, it has a place, but users often want to view the media without waiting for the download to complete In addition, users desire immediate control over the position in the media (fast-forward, rewind, pause) Enter streaming media Figure 131 gives a general model for this discussion On the left side, media is captured, edited, or created These are usually traditional solutions with the exception that the final display resolution (ie, small video windows) should be accounted for Once the A/V content is ready for distribution, it needs to be encoded for the Web What does this mean
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The trick is to compress the original A/V content so that it may be streamed to users over narrow- or broadband pipes The choice of encoding methods can be bewildering Microsoft (Windows Media Technology1), Real Networks (RealVideo, RealAudio), Apple Computer (QuickTime 4-based2), and others offer proprietary solutions for encoding, streaming, and
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Place the A/V content and encode to Web media frames Intranet, Internet distribution Content Provider Stream Capture Produce Edit Encode Web media distribution servers
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Web media frame streams to distribution service Web media stream unicast or multicast Client viewer station
FIGURE 131
A general model for Webcasting
CHAPTER THIRTEEN
client viewing In addition, some vendors are starting to offer products that are 100 percent pure MPEG-4 compliant Typical video encode rates range from 20 to 300 Kbps, with 1 Mbps and above on the horizon Audio and video encoders are quite distinct in function The final encoded material is optionally multiplexed with text, graphics, and scripts and then placed in a file structure that is streamable That is, the file has time stamps and other features that make it easy to stream over the fussy Internet and then decode on the client side Encoding is a content-creation art that should account for scalability across different encode rates, tolerance to packet loss and bandwidth fluctuations in the Web, good A/V quality at the lowest rates, costing of the encoding/streaming solution, stream control, and other aspects The jury is still out as to the best solution Pinnacle Systems, a company offering products for streaming, supports multiple encoding schemes in its streaming solutions STREAMING Once the media is ready to be streamed to users, a Web media server is usually needed to perform the streaming function It meters out the streams to the end users Web media servers are also proprietary and strongly linked to the encoding method Most contemporary servers are software-based and run on standard NT/W2K, UNIX, or Linux platforms Anywhere from a few to thousands of streams may be served per platform With a distributed server, millions of streams may be served As you might expect, the content is streamed over Internet Protocol (IP)-based networks Where does the Web media server get its streamable content There are two chief ways One is for the content provider to file-transfer the Web-encoded material into the server This is typically done for nonlive, VOD programming For live content, the provider sends a single master stream to the Web server, and it distributes it as requested We often hear of the so-called last-mile problem regarding the available bandwidth to viewing clients There is also a
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