By Nick Mitsis
Business Television (BTV) applications for medium- to large-sized companies have begun diversifying, enhancing and developing into strategic tools within corporations. Computer monitors are now second nature for watching cached material from corporate headquarters, where as once a television set was the only venue for BTV applications providing live broadcasts.
Making sure communication channels within organizations play a strategic role in harvesting new revenue streams is driving many business plans in today's corporate environments. That is where satellite technology offering this application wins. Turbulent economic spending from the buyer and increased competition for profit growth from the seller are requiring enhanced BTV offerings.
Enterprise executives recognize the benefits of BTV as a way to increase their training processes and corporate communications. Satellite executives, providing such services, are enhancing these essential tools needed by the clients. Whether it is a message from headquarters to the branch offices, or training materials from the instructor to the sales force, an effort to make satellite-enabled BTV networks reliable in reaching everyone simultaneously is adding revenues to satellite executives' balance sheets. Today, focus continues to center on inclusion of Internet Protocol (IP)-based applications that complement the established television set model.
According to a study produced by Northern Sky Research, the total number of global enterprise Internet Protocol BTV sites will grow from more than 81,000 in 2003 to more than 432,000 by the end of 2006. This market growth translates into cold cash estimated to grow from roughly $95 million in 2003 to more than $605 million in 2006.
"Even though the majority of the BTV networks being deployed today are still primarily going to televisions, there is a fair amount of impetus in delivering content to the desktop," says Joe Amor, vice president and general manager of Microspace Communications Corp. "It is a lot easier to handle and manage content in a file structure than it is distributing VHS tapes."
Microspace offers its Velocity platform, which enables a corporation to broadcast video, data or audio to its remote sites as often as needed. Such a service gives corporations the flexibility to provide live or pre-recorded content to their branch offices without having to install a leased-line every time a new office opens within their organization.
"John Deere was very clear with us that they wanted to do BTV video broadcasting to television after exploring other options of Web-based solutions," Amor says. Initially, John Deere is using the network to connect its Worldwide Commercial and Consumer Equipment division's remote locations in North America, including Raleigh and Charlotte in NC, Greeneville, TN, Horicon, WI, two sites in Augusta, GA, and the corporate headquarters in Moline, IL. In the future, the division plans to add its three overseas locations in Germany and the Netherlands.
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