Next-Generation Technology Surfacing
Along with the expansion of streaming media within various vertical markets, the bits and bytes surrounding the technology are also being upgraded. Throughout the past seven years, MPEG 2 video compression technology has been the enabling factor behind the amount of content that could be economically broadcast. Now, there is an alignment within the standards among the technology platforms and MPEG 4 Part 10 is poised to take streaming applications to the next level.
"One thing that is in the process of being finalized is the implementation of MPEG 4 Part 10 standard, often referred to as H.264," says David Price, vice president of business development for Harmonic Inc.'s Convergent Systems Division. "This is a vital ingredient for moving streaming media into a new era that will enable the same kind of video quality that people have come to expect from conventional digital television at the kind of data rates that are going to make streaming over different media, such as DSL Networks, a reality. MPEG 4 Part 10 will take everything that was good with MPEG 2 and make it current given the power silicon of today."
As with most new technologies or standards, however, migration can pose significant challenges. To minimize the risks associated with moving to a new technology, many feel a standards-based approach is a logical choice. Implementing such standards throughout the range of subsystems and equipment needed for content delivery service may, in the end, economically benefit those profit margins depending on greater market penetrations.
"Now, streaming media can transform from a little niche player for people to view through a small window on their PC for a limited time to a point where people can have a true video experience at either their PC or TV," Price adds.
For equipment manufacturers, this technology upgrade means a new line of encoders will have both the conventional MPEG 2 and the new MPEG 4 capability in the same box. "Now it becomes a completely new playing field. Streaming takes on a whole new era in that it can actually be a constant video transmission service for hours on end," says Price.
Skystream Networks Inc. is providing network equipment that enables streaming services, often by customizing enterprise solutions that enable businesses of any size to deliver live and on-demand video over broadband networks. "Mediaplex is a video services platform that enables service providers and carriers to quickly deploy video services to up to millions of customers at the same time," says Tom Lattie, manager of technical marketing for Skystream Networks.
The company is targeting the retail, automotive, banking/finance, service provider and government markets. These advancements in equipment, Lattie adds, will deliver applications such as private TV networks, in-store advertising and product training at a much higher quality level, enabling them to deliver broadcast-quality video and data, better serving various clients within the retail marketplace. The result, according to Skystream, is reduced capital and operational expense with up to 40 percent reduction in capital expense.
The State Of The Future
Not too long ago, the excitement about streaming and its moneymaking potential for the satellite industry was all one talked or heard about. However, with the economic downturn, the collapse within the dot.com industry and a group of ambitious startups dimmed the light on this arena. Today, business models wanting to earn money by streaming media are once again conservatively evolving. This time, they are much more focused on specific markets and content type, as opposed to offering everything, everywhere like their predecessors of yesteryear.
One of the key lessons learned by those still playing in the streaming field is the need to get the right balance between content and client. Once the market takes off again, satellite operators, equipment manufacturers and content providers can move into a profitable future. Supporting consumer and business needs for packaged voice, data and video is one of the main areas satellites can offer an optimal delivery mechanism.
Nick Mitsis is the Editor of Via Satellite magazine
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