Streaming Along

Most of us have been exposed to Internet streaming, where the issues can be described as bandwidth bottlenecks which sharply limit video quality; infrastructure issues which manifest as traffic congestion; and a lack of standards. This isn't a big issue for end users, because playback software is generally available for free, but content providers have to produce multiple versions of every program"one for RealNetworks, one for Microsoft NetShow, and maybe others for MPEG and other higher performance technologies. But Internet-based streaming is not the entire picture. Corporations are also considering streaming over the LAN as a tool for specific content delivery.

Here is how I see the major categories of markets, applications, technologies.

The bandwidths in my diagram are discontinuous because I think there will be natural center points where video will match available pipelines. On the low end are applications that will be limited to narrow modem pipelines. This is today's Internet. The high end is represented by MPEG-1 and MPEG-2 video streams. In today's broadcast world you can see MPEG video distribution if you have a Direct Broadcast Satellite TV hookup. But in the future, some cable systems will provide near video-on-demand (NVOD) using this technology and delivery channels in portions of the TV spectrum reserved for digital content. In the corporate world, where 10 and 100 Mbps switched IP networks to the desktop will be common, streaming MPEG content will fit easily within network bandwidth constraints while providing excellent video and audio quality.

Figure 1:  Streaming Client-Server Architecture

In the middle sits the ~200-512 kbps streaming video technology that will offer pretty amazing quality. Consumer applications will ride on cable modem and xDSL services that will bring broadband IP into the home, typically for around $40 per month, including ISP charges. (Readers are reminded that MTV recently struck a deal with the @Home Network to develop a broadband version of the MTV Online web site with special multimedia-rich areas for @Home's cable modem subscribers.) Corporate applications will find that this middle region of bandwidth is very scalable and gives excellent performance while not loading down the network, assuming of course, that multicasting is enabled, and that the LAN is a well configured, switched architecture.

The first two rows of my matrix are streaming user segments"consumers, which are looking at Internet-based streams, and business or enterprise customers, which are using intranet technologies. The third streaming segment is devoted to providing the vast range of tools needed by content developers, production studios, system managers, network administrators, and service providers.

At the recent Streaming Media 98 event in San Francisco I was impressed with the breadth of companies already in the streaming industry. Exhibitors were addressing the myriad of hardware, software, and services needs customers will have to deliver streaming content to end users, including:

• Content Creation and Broadcasting
  You need to have something to stream, whether it be a corporate video on the latest 401K options or an eight-minute short on the highlights of a recent sports event. ESPN, Disney, CNBC and others are looking at re-purposing content for streaming media.
  
  
• Content Editing
  Once raw video is captured, it needs to be condensed and enhanced for any delivery service, whether broadcast TV, film, or streaming. Special effects and sound tracks may be added, etc.
  
  
• Content enhancement
  This is one area where Web technology excels. Several vendors are providing intelligent image- and sound-based software systems to make video files searchable by keyword, by video content, by closed captioning, etc.
  
  
• Content Delivery
  Once you have a streaming file, you need to make it available. You might want to invest in some high performance servers, find a web hosting service, or a service bureau that specializes in streaming media. Opportunities exist here also in providing streaming-centric value added network services, for example, satellite-based or wireline-based caching systems to deliver content to a distributed server architecture in background mode.
  
  
• Outsourcing services
  Firms here provide a range of services that address all phases of the streaming production and delivery cycle. For example, VStream will take your corporate videos, process them, and put them up in a managed, controlled environment allowing 24/7 access. Encoding.com is a full service streaming company claiming to have internal capacity to encode 5,000 hours/month of streaming content. AboveNet is another company providing managed co-location and Internet connectivity solutions. InterVU has a proprietary network hosted on nine Internet backbones available to customers for management and distribution of streaming media.
  
  
• Streaming Hardware
  You can stream with any PC-based architecture, but specialized equipment is needed to provide high performance, multi-streaming services. Compaq and Silicon Graphics have staked a claim in this area.
  
  
• Streaming software
  This has both a client side and a server side. Real Networks and Microsoft dominate the market segment, but other firms offer software that meets corporate streaming needs. Some clients are Java-based, so no plug-ins or downloads are required.

Figure 2:  Streaming opportunities

I think the Internet area will experience another growth explosion when cable modems and xDSL services are more widely available. But opinions in the industry are evenly divided on whether broadband services are around the corner, or whether we will be living in narrowband for a long time. A lot depends on where you live.

In the intranet or corporate world, streaming is just becoming a compelling application across a broad spectrum of companies. Three goals are yet to be crystallized in streaming terms: better decision making (information delivery); advertising and electronic commerce (sales/marketing); and training. Video quality will have to approach TV standards, which is possible on today's LANs, but the networks will need to be robust, and multicasting is a must.