Webcasting the second Follow-up Paper

Posted by Nancy

March 19, 2007

When I started searching for webcasting sources for this report, I found out that this term has been defined vaguely and used differently in many sources. According to the International Webcasting Association, IWA, they suggests the following definition: the distribution of digitally encoded multimedia (particularly audio and video) content over Internet protocol networks. Therefore any media files that were transferred though the Internet can be counted as webcasting. This makes it hard to pinpoint exactly what are the key effects on this technology since no matter one may think advantages of this technology are, there will be arguments on how these advantages yet hold for all application or vice versa.

Therefore instead of discussing only on for versus against ideas for this technology, this report will offer comments on some of webcasting characteristics that may be beneficial for users who consider adopting this technology for his/her corporation.

First of all, let me elucidate more details on the process of webcasting in order to deliver media files to end users. A webcast uses streaming media technology to take a single content source and distribute it to many simultaneous listeners/viewers. These media contents are captured on an audio input device or video capture device. It is then converted to a streaming format from an encoding station. The stream is then delivered either by a continuous stream or in a pull configuration, which retrieves the stream when a player connects to it. The term webcasting is usually reserved for referring to non-interactive linear streams or live events.

There are still debates whether we should limit the webcasting term only on transferring live events. In my pinion, it should include both “24 hour” streaming (live webcasting) and “on-demand” streaming (pre-recorded) services. While 24 hour streaming is like TV broadcasting, on-demand streaming is similar to a VCR. 24 hour streaming is the same as live broadcast, except the signal goes out over the Internet instead of the air. When a user clicks on the stream, it will take that user to a live broadcast program which can be seen as a traditional television set simultaneously. In the case of on-demand streaming, the on-demand files are always available to users, but they do not start streaming (playing) until the user clicks on them. It allows users who, in case, miss the broadcast program viewing it whenever they have free time or skip the advertisement that they are not interested into. In addition, when the user clicks, it can go to specified points in the streaming, similar to hitting the fast forward and rewind buttons on a VCR.

Flatten the World:
Webcasting has the potential to be a World Wide Television service. Because Webcasting uses the Internet as a delivery vehicle, there are virtually no geographical boundaries when compared to conventional broadcasting service. In addition, webcasting can make the most of the Web since it is a seamless convergence between the Web and broadcasting. For example, Webcasting can be used as an electronic shopping service combining the interactivity of the Web and live television broadcasting. This aspect of webcasting makes it suitable for a global business when distance, time, and reach are its priority. However, considering only on the delivery method, consuming high amount of bandwidth is by far the largest cost of webcasting. The picture quality in Webcasting has to sacrifice with real-time transmission which may makes conventional broadcasting more attractive. In this perspective, webcasting may not be preferable for Internet users and that leads us to the next discussion.

Cost Advantages:
Comparing with conventional business methods, it help an organization reducing the cost when they have to market products, train workers, educate customers, deliver company news and communicate news to the world at large. According to an article from CIO.com, typical webcasts can cost from $3,000 to $15,000 to produce, depending on the frame rate, program length, and specific tools used in order to make special effects. Different vendors, tools, applications, and technologies used for webcasting will affect the capitol cost of making one. For example, using lower technology tool may cause cheaper production cost but may increase more cost on bandwidth usages. However, more advanced media delivery techniques in order to gain better bandwidth management such as multicasting (provide the way to send packets from one host to a selective group host) and peercasting (multicasting stream via peer 2 peer connection by having a receiver peer automatically relay stream to a couple more peers), should help reducing this cost.

Real-Time Issues:
The webcast information dissemination technology is far more applicable and capable of delivering up-to-the-minute, dynamic information. Companies in the IT, telecommunications, pharmaceuticals and financial services areas are proving to be the most enthusiastic adopters of webcasting. Fast communication is critical in these industries because they're needed to update in real-time manner. In addition, broadcasting of live events such as sports, elections, and news gain the most benefit out of this technology. However, the more popular a piece of content becomes, the less likely it is that it will be available to a user desiring to see it. It can cause network traffic busy if there are high demands on watching the media.
On the contrary, a boring program in webcasting can make users lose their attention immediately and turn off the program or switch to the new one. This really causes a lot of time and money that is wasted through bad resources. For a webcast that has to be delivered live manner, like television, this brings with it substantial disadvantages. The time of a live webcast may not suit everyone but a recorded webcast, however, can be viewed on demand, making it especially convenient to the target audience. It also allows the opportunity to edit the program, making it more professional and tailored to the audience’s needs. But the lack of freshness and excitement (especially for sport event or news) may cause this recorded program less attractive.

Other Webcasting Application:
Distance learning will be beneficial to this technology. A lot of US universities such as MIT and UC-Berkeley used webcasting to help promote their classroom activities (lecture note, event announcement) or help students alternatively gain more class resources.

Standard Issues:
One of the major disadvantages of Webcasting is that it has no established standard. This could be a critical problem for full-fledged Webcasting service. Standards help reducing risks for market entrants by negating the prospect of product obsolescence, further research, development costs, risks of consumers ending up with an orphaned product, and increasing competitiveness in international markets.
Webcasters may be reluctant to invest full-scale without the confidence that their choice of Web broadcasting systems will not be fully employed in the market. Digital right management (DRM) technology is also an important standard that are used to limit the distribution of any digital contents. It is integrated into some commercial software which may or may not be the one that users have. This may end up by letting users facing legal issues of copyright if he or she employs the non-integrated DRM software

Security Issues:
Currently there is no any confirmation on finding virus or spyware infected from downloading a streaming media. There are some reported but most of the infection does not come directly from downloading the media but rather to require users to download some update programs in order to view the media. There are some research articles mentioning on the security issue of private networks streaming. Basically, they have focused on security issues around implementation and use of the Direct Data Placement Protocol (DDP) and Remote Direct Memory Access Protocol (RDMAP). It is not directly related to webcasting. However, some part of their idea may be able to use for further developing on webcasting security issue on any organization networks. Seem like the best answer right now is “choosing trusted sources”.

Summary:
Based on the discussion of strength and weakness of webcasting, it is more likely that it has a potential to be the leading convergence technology in the future. Webcasting can provide live and/or video-on-demand services, reach a vast area of the world instantly through the Internet, and also provide seamless interactive service such as e-commerce business.

However, a more important factor that will determine the future of webcasting for a business organization lies in emphasizing the importance of implementation instead of mere adoption of new innovation. I found that the technology is suitable to convey live broadcasting events such as breaking news and sports. Some business may found it useful for training, showcase events, or updating real-time information. Even though consuming large bandwidth is the current major concern of webcasting technology, however, with more advanced technology in transmission line and reduction of bandwidth cost in the future, this may help webcasting being more attractive technology. Companies in the IT, telecommunications, pharmaceuticals and financial services areas that real-time information are critical in their business proving to be the most enthusiastic adopters of webcasting.