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Audio, video and other content
sequences that can be played as they arrive. Instead of downloading a whole
file in one go and then playing it back, streaming media technologies such
as those developed by Real Networks and Microsoft load the file into
a memory buffer. Once a suitable large segment has downloaded (20 seconds
worth, say) it starts to play, so viewers or listeners do not have to wait
minutes or hours to experiences their chosen clip. The markers of such
software are adamant that audio and low-resolution video can be streamed
efficiently across ordinary 56k dial-up connections to the net, although
anyone who has tried the experience will probably think the claims are
exaggerated.
There is intense competition in the streaming media
market, especially between Real Networks and Microsoft, as more and more
companies seek to include television-like features in their online
presence, particularly in news, movie trailers and sports events, usually
given away for free. But its evangelists have not done a good job of
explaining how people can make money out of it in its current form. Although
the technology is leaping ahead, consumers have been reluctant to pay for
streamed media and the business case for using it remains far from clear. A
2002 study by idc, a research company, found that only 13% of
European companies use any kind of streaming media, and most of these use it
solely for internal company bandwidth in the pursuit of more creative
examples of its use, particularly movie trailers.
As bandwidth increases, the market for such features will surely
grow. The increase in broadband connections in people's homes, in
particular, is already having an effect. A survey in 2002 by the Cable &
Telecommunications Association for Marketing showed that 56% internet users
had listened to music or watched video or news clips online. Some people use
streaming media technology to take virtual tours of houses for sale
or to watch demonstrations of everything from fly-fishing to cooking. One
hope for the future of streaming media is the forthcoming 3g data
technology, which will theoretically allow owners of wireless pads and other
portable to entertain themselves on the move. |
