To: Maya who wrote (45473 ) 9/27/1999 8:13:00 PM From: John Rieman Respond to of 50808
Show me fat pipes, and I'll show you video on demand............wired.com Prime Time for Net TV? by Joyce Slaton 3:00 a.m. 27.Sep.99.PDT Television has come to the Web but it's not quite time to hurl your Sony out the window. Net pundits have been predicting the rise of an ber-box that would function as both a computer and television, and it looks like those predictions are coming true. The question is, are consumers ready? Do they even want to be? -------------------------------------------------------------------------------- See also: Apple Tackles Net TV -------------------------------------------------------------------------------- A rash of Net-TV hybrid ventures like The Spot came and went quickly. Original Net programming hasn't raised many eyebrows, either. But experts say that with a faster-than-expected adoption of high-speed Net connections, Net broadcasts are on their way. "From my reading of the tea leaves, we're ramping up more quickly. People are getting the faster connections they need," said Lucy Mohl, programming director for media publishing at Real Networks. Part of Mohl's job is to oversee RealGuide, a sort of TV Guide for Web programming and an early champion of Web-delivered audio and video. "Everyone can't get exactly what they want right at this minute; there are still tech hurdles," Mohl said. "But it's ready to go, and interest from both consumers and broadcasters is enormous." Whether that interest is supported by hard, cold numbers is debatable. Like most of the experts interviewed for this story, Mohl was shy about revealing actual numbers. Perhaps that's because even massive Net viewership looks paltry next to television numbers, or because Net broadcasting hasn't begun to draw the kind of consumer attention the industry hopes will materialize. In any case, Net broadcasters are starting to rally their forces for the battle for eyeballs and the ad revenues that inevitably follow. LikeTelevision switched on its broadcast station in July, offering movies, original programming, music videos, and television shows to the broadband-enabled. Broadcast.com expanded its audio content with video broadcasts in 1998 and now offers hundreds of hours of video-on-demand movies, television shows, and event broadcasts. And dozens of other, smaller broadcasters are jostling for a niche, from DEN's Generation Y programming to the heaven-compliant Christian Internet Television Network. But will the audiences materialize? "It's sort of a chicken-and-egg type thing," said Jim Safran, CEO of LikeTelevision. "People won't want to adopt the technology without the content and the content won't be developed unless there's a demand for it." "When we first started broadcasting Net radio, people said 'Who's going to turn a $4,000 PC into a $6 radio, but then Net radio really took off," said Mark Cuban, co-founder of Broadcast.com. "People found they could get programming they couldn't get any other way. "It's the same with Net video. Who thought people would take to satellite TV, to having to climb up on a roof and actually install a dish? This is something that could come easily into your home and offer you programming you choose, any time you like. How can that not succeed?" Whether it will or won't remains to be seen, but in the meantime there are still tech hurdles to overcome. Though some programmers such as DEN offer video in various formats such as QuickTime, other broadcasters such as LikeTelevision offer content exclusively or almost entirely for broadband customers. Currently, Forrester Research estimates that broadband access reaches only 310,000 US households, about 1.3 percent of online households. That's not very impressive, but Forrester also predicted a rise to 15.6 million households by 2002. Along with other increasingly popular options like DSL lines and cable modem access, high-speed connections may be a reality for even home Net users within a few years. In the meantime, the new Web TV networks will be struggling for identity and eyeballs, not to mention those fruitful ad accounts. DEN proudly trumpets partnerships with Pepsi, Ford, and Microsoft, while Broadcast.com is playing ball with Visa and Pacific Bell. Other networks will be trying everything from repurposing canceled television shows to creating independent movies in an effort to carve out a spot in the emerging medium. One thing seems clear: With tons of content free for the clicking on the way, it seems consumers are the ones slated to win.