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Publishing streaming media content to the Web is still relatively complex. Embedding streams into pages was, until quite recently, something only the specialist Web designers knew how to do. Encoding content required that video be digitized into a computer and then converted to a streaming media format using an encoding application, like discreet s Cleaner 5.1. Synchronized multimedia authoring tools that work well with streaming audio and video have only recently become available. Embedding, encoding and synchronizing media elements are all separate authoring processes, which require importing of files into separate applications. Many Web site hosting companies are not equipped to deliver streaming content, since they do not provide streaming media serving hardware. Additionally, media servers from some vendors are licensed on the basis of the number of concurrent streams served, so hosting streaming media incurs additional costs. Streaming uses more bandwidth, the cost of which must be usually be borne by the Web hosting company. Web site hosting companies also see streaming media as a bandwidth hog, which will degrade the quality of response for other static Web sites that
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they host, simply because their connectivity is at risk of being swamped by media streams. Specialized content delivery networks exist and there are companies such as Digital Island and Akamai that can help replicate content to the edge of the Internet. However, to use their services, content publishers must negotiate content delivery agreements. This is beyond the capability of the casual streaming media content publisher. There are few, if any, content delivery companies that allow a small publisher to do an online e-commerce transaction, in order to take their streaming content and deliver it. Almost all require registration and a business agreement to be in place before publishing can start. This used to be the case with static Web hosting too, but these days Web-hosting services are available online with a few clicks of the mouse. Digital rights management tools have not been widely available to date, making it difficult for content owners to protect their streaming media content. As a publisher, you not only need an agreement with the rights management system vendor (Microsoft, for example), you also need an arrangement with a company that will act as third-party notary for the online license transactions, an online payments company, and a company that will administer licenses for media on your behalf. That represents a complex business structure, beyond the scope of most small content producers today. Even if you succeed in getting a piece of streaming media up on the Web and served, getting the search engines to recognize its existence can take a further six to eight weeks, as mentioned above. Search engines work by trawling the Web, or else by indexing the Web by hand. There is a vast backlog of sites to be indexed at any given time. For this reason, getting the content online is one thing. Getting search engines to find it is quite another, particularly since most search engines are sensitive to text on the page and metatags, but not equipped to read metadata embedded in a media stream. If a publisher wishes to publish streaming media content to a number of sites, he can either use expensive content syndication systems and services, or else ask each site owner taking the content to revise and republish pages. Automated syndication for small publishers is still a dream. Peer-to-peer content replication is just beginning to be available again. Napster was very popular for digital music, but few peer-to-peer networks existed for streaming video. The problems were that rights management was nonexistent and most people who could participate in file
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