Streaming Video and the Independent Producer
by Ronni Rhodes

The recent media hype celebrating Yahoo's foray into the world of Online Film Festivals tells all of us involved in Internet video that digital entertainment is finally being taken seriously.

Just as television progressed from the black and white, sometimes snowy, broadcasts of the 1940's and 50's to the elaborate home theatre systems of today, streaming video is making the transition from tiny, blurry pictures to 1/4 screen color presentations with near CD quality sound. Live video broadcasts are still not economically viable due to the broadband constraints that exist, but on-demand video is becoming an Internet fixture.

There are two common ways for an Internet surfer to experience video: download then view, and streaming. The two common download formats are QuickTime and MPEG 1. These both possess very good video quality but have the drawback of extremely large file sizes. Since most web surfers are still connected at 56K or slower, a 5-minute video clip could take as long as 40 minutes to download. For those occasions, however, when the sacrifice of quality has to be kept to a minimum, an MPEG or QuickTime is the preferred method. Many encoding houses recommend downloads in instances where your images are highly detailed, the need exists to maintain a high frame rate, or relevant content contains high motion. Your encoding vendor will also suggest which compressor would be appropriate, QuickTime or MPEG.

There are currently two popular streaming formats: Real Networks and Windows Media. (The main difference between the two formats is the compression algorithm used.) Streaming promises quick access to crucial audio and video content without the wait for files to download. Streaming continuously sends these same files, which have already been digitized, to the user's PC while the user is listening or watching. When the stream is ended, no data is left behind on the user's machine. Streaming is preferred to downloads when a quick start-up is desired. Streaming also allows you to enhance the presentation with non-video based elements such as text and pictures. (This is accomplished through the use of SMIL, Synchronized Multimedia Integration Language.) Play lists can also be created to insert interstitial into the video, and the video can be hyper linked. Streaming video thus enables you to combine the best attributes of web-based media with the compelling nature of broadcast media.

For the Special Interest video producer, the Web greatly differs from traditional media in audience delivery. Although the Web is rapidly becoming a mass medium, there are large numbers of niche groups instead of massive demographic groupings. For example, a surfer would like to visit a site that specializes in fly-fishing. It's there, in many permutations, on the Internet. And, as Web audiences mature along with content, they won't be satisfied with programming that is geared toward the largest demographic possible. They will want content that is specifically aimed at their particular niche interests and sensibilities. This is your opportunity to deliver your message to those people who are already predisposed to receiving it.

Streaming video is a value-added asset to the marketing efforts of the Special Interest producer. Finally there is a reliable method to receive a lot of exposure at minimum cost. If you're seeking corporate clients, the need to provide each of them with individual video copies of your works for evaluation is eliminated. You can have short demo clips on your website of several or all of your previous projects. Perhaps you're developing a video for a client who would like to see portions of the work in progress. Streaming video accomplishes this with little effort. This is extremely effective and economical especially if the client is remotely located.

For the producer trying to market directly to the consumer, streaming video clips give your target customer the ability to "sample" the final product. You also gain the advantage of being exposed to thousands of potential customers who may hesitate before purchasing an unknown entity.

Streaming gives you the chance to utilize your website as a private viewing room if you desire. A password-protected area can be easily created. This works well if you have a number of corporate clients who wish to keep their content private or want their potential customers to see a specific production. For a site that caters to a niche consumer market, you can create a "pay per view" area. There you could charge a nominal fee to preview portions of your video before they make the decision to purchase the full video production.

The Internet differs from traditional methods of promoting independent video in that the Web is better suited to niche interest groups. It offers a global approach and instant access for users. It has become a serious resource for almost everyone who does have a particular interest, and is changing the way that we view the world and our expectations of media delivery. It gives the independent and Special Interest video producer a medium for self-promotion that can be controlled economically for people specifically interested in what they have to offer. The Internet is becoming the venue for launching businesses and film making careers. It is one of the new frontiers for video professionals and will never happen again in our lifetimes.

Ronni Rhodes is the owner of WBC Imaging, a woman-owned Internet company that specializes in web site enhancement utilizing streaming media technology. With her husband, Don, a broadcast engineer, they work with companies to incorporate streaming as part of successful and meaningful sales and marketing programs.

Please direct all questions and comments to: Ronni

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