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Figure 2.6 Streaming media delivery options.
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Individual Playback Experience
As with broadcast television, streaming media can push programming to the viewer according to a schedule, deliver an immersive and high-quality experience, and address a large viewing audience. Programs can be broadcast live and program makers can use traditional program-making techniques to create a streaming media presentation. Access to the program can be controlled using conditional access technologies (smart cards, such as might be found on a cable television service, for example). Today, you can literally broadcast a live rock concert direct from a venue to the entire world, while it happens, using streaming media technology. Unlike broadcast television, however, with flexible streaming media you can access the same video globally, without the need for a different player or any standards conversion. The viewer can request the program ondemand and pull it from a server. A person can interact with the program or program producer and with other people currently watching the program or even those who watched it in the past. You can follow links, some of which may be embedded in the video image itself, to other related media or even contact advertisers and find out more about what they are selling. Other multimedia can be synchronized to the video. You have the freedom to replay sections whenever you want, even if the stream is of a live event, and then continue watching from where you left off, or jump to the live stream. It is possible to serve niche audiences with specialist programming even though they might be distributed across the globe. Many
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more conditional access options are available, so that the producer can control who watches, when and where they watch, and how much they pay to watch. The producer of the program can even let you watch for the next month and then no more. The media can be delivered on either wired or wireless networks and the video quality can potentially be much higher than even HDTV (High Definition Television). Because of the existing open standards for streaming media, compatibility and interoperability issues are less prevalent and everybody has the opportunity to create for the medium. Most importantly, streaming media programs can be located using dedicated search engines and streaming media syndication agents, rather than placing the onus on the viewer to trawl through endless program guides and broadcast schedules. For scheduled events, the viewer can even be e-mailed a notification of when to watch. Finally, if you want to publish a program of your own, you don t need to convince the gatekeepers of the channels, the network owners, to schedule your program for broadcast; you merely post it to a streaming media server and register your media with a search engine. For a program maker, streaming media provides a way to get powerful, emotionally engaging content to a massive number of individuals, either as mass media or as mass customized media. Conversely, it also is economical and feasible to serve niche audiences without having to compete for mass media channel space. Streaming media changes the economics of production and distribution profoundly. As a new distribution medium, streaming can be both the same as television and yet at the same time completely different. It is a truly flexible way of delivering digital media content to audiences.
No More Downloads
It is important to remember that digital media has been distributed for quite some time, both physically and electronically. In 1969, when CompuServe first started as an online community, digital media artifacts like text documents and later, digital images were already in circulation. Indeed, the act of sending files on a floppy disk to a friend through the mail constituted a primitive form of digital media distribution. When the CD emerged in the early 1980s, it became possible to distribute larger amounts of digital media (music) relatively cheaply, albeit on physical media. Distribution of digital media is not new. The difference between those early digital media distribution methods and streaming is that in the past, it was an all-or-nothing event. You either had the digital media in its entirety, or you had nothing. If you
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