Recent developments in technology have made web streaming a viable part of any organizations broadcast and communication strategy. Distribution costs from world-class content delivery networks (CDN’s) have declined sharply making the distribution of content within reach of organizations of any size. Further, the quality and reliability of streamed media has seen rapid development.  There are two primary factors to consider when developing a streaming strategy for your organization. These are content capture and distribution. This article will identify the various options for capture and distribution and help you to determine the best course of action to fulfill your particular objectives.       

Capture
Capturing content or encoding for web distribution starts with the material being recorded or streamed live. It is important to note that the quality of the original signal has a significant effect on the finished product. Encoding analog composite video will generally not yield great results due to its low signal to noise ratio and limited color space. Component analog signals produce much better results while digital signals in either standard definition(SD) or high definition(HD)  produce the very best results. Please also consider the audio source that you will be feeding to the encoder. A high quality balanced signal is preferred. In addition, it is important to send a reasonably compressed signal that is delivered at near peak volume. The primary reason for this is that audio encoders cannot differentiate between noise and content audio. Sending a strong content audio signal will improve the signal to noise ratio, which will, in effect, produce a higher quality end product. Once you have optimized the source material it is time to begin looking at encoders. A portion of the hardware decision process will be based on your source video format. However, most encoders offer multiple format capture options within the same device. After narrowing down your selection based on source material it’s time to start looking at output formats and device options. The three most widely used web delivery formats are Windows Media, Flash, and Mpeg4 or H.264. Any of these formats can produce great results. Some organizations offer combinations of these formats and offer them at different bit rates to satisfy the widest possible audience.

Capture device manufacturers offer a wide range of options beyond input and output configuration. Many of these options can drive the cost of the device up substantially. It’s important to define your streaming objectives to avoid buying options that are not needed or omit ones that are must haves. These options include simultaneous archival and streaming, multi-format encoding, multi-bit rate encoding, onboard transcoding, batch processing, and data storage capacity.

Here is a quick explanation on these options:

• Simultaneous archival and streaming - Devices which record incoming video and audio as well as stream it live to the Internet as a single process

• Multi-format encoding – Devices that encode Windows Media, Flash, or H.264 either simultaneously or as separate processes

• Multi-bit rate encoding – Within each format there is a wide range of image size and quality adjustments. These decisions are made based on target audience considerations and overall streaming goals. With multi-bit rate encoding it is possible to encode a range of streams that satisfies a broader audience by allowing the end user to select the best product based on their Internet connectivity. New streaming product player developments like Microsoft Silverlight over the Akamai network are delivering bandwidth adaptive environments that adjust the quality of the end users stream based on their available bandwidth at any given moment. To take advantage of these new developments it is important to have an encoder capable of multi-bit rate encoding. Visit smoothhd.com to see this technology in action

• Onboard transcoding – This option enables the encoder to produce multiple format and resolution files. This process is not done live, but as a separate process after the initial program is recorded

• Batch processing – This is typically used for transcoding applications. Most devices provide a “watch folder” that a finished program is automatically delivered to at the end of the recording process. The batch processing action is done with little or no interaction from an operator. This allows the encoder to work over non-peak hours to create content for multi-level delivery needs. The batch processor can also be used for final delivery to a web server or ftp site 

• Data storage capacity – The amount of physical storage provided by the host device. Large amounts of storage are required for companies deploying streaming media over a wide range of formats and bit rates

Distribution
Once the content is captured and formatted, the last step is delivery of the content. Content delivery can be done live or on demand. Some organizations distribute their content from localized servers at their facility. This is effective if you have a limited distribution model. If the audience that you are reaching is limited to less than 50 simultaneous viewers, a localized model may work well for you. However, the costs of maintaining a high bandwidth connection from your internet service provider(ISP) may not be cost effective over the long term or may prove inadequate with increased demand. Third party distribution through a content delivery network (CDN) is a more efficient method for most organizations. By using a CDN, the live stream is sent out of your facility only once and then distributed by the CDN. Since most CDN’s have multiple facilities located worldwide, the stream is delivered to viewers from the closest geographic location to their own. This produces the best possible experience for the viewer and allows for expansion of viewership into many millions of simultaneous viewers. Video on demand(VOD) material can also be hosted at the CDN for viewing at any time.   

Archival
Archived content for VOD applications or general archival needs can be stored at the CDN or locally on servers. Long term storage of archived content is best done on Blue-Ray discs or other hard media solutions to contain costs and protect assets from disc failure.

Client management
Web streaming presents an excellent opportunity to get closer to your audience. It is recommended that you require a log in or other authentication to view your online content. Through log in protocols it is possible to gather email address information as well as important demographic information about your viewers. It is also important to gather viewership statistics to refine, develop, and fund your web streaming initiative. Through effective player design it is possible to add banner ads, web links, ecommerce options, chat, and other applications to the web streaming experience. It is also possible to create pay per view(PPV) events very easily with a properly designed web interface. 

Costs
Capture devices or encoders are available at many price points. The least expensive solution utilizes cards that plug directly into a PC. The industries leading manufacturer of these devices is Viewcast, which makes the Osprey line of encoder cards. The entry-level Osprey 210 card retails for under $200.00 and includes basic software to begin streaming live from a PC with an internet connection. The most expensive Osprey card encodes HD video and lists for $2,795.00. The next step up in quality for video capture devices are streaming appliances that do not require a host computer. These encoders typically combine simultaneous live streaming and archival recording for clients needing both options. Costs for these units start under $5,000.00 and can exceed $35,000.00 for high-end multi channel HD devices.

Archived or video on demand streaming material can be distributed for no cost on YouTube and other consumer based video sites. Costs for hosted material are relatively low for clients needing to store 25 hours or less of content and whose regular user base does not exceed 15Gbytes of downloaded content per month. LMG has archival and live streaming packages starting at $250/month for this level of usage. LMG is an Akamai streaming partner. This provides our clients with access to the most advanced streaming network in the world. Organizations can also host and distribute content from local servers within their facilities. Capacity and costs for this type of deployment are based on server size and Internet connectivity within the facility.

The latest reports published show that there are over 1.2 billion people directly connected to the Internet. The opportunity to reach these viewers has never been more affordable or effective. Streamed content is quickly eclipsing conventional broadcast as the predominant medium used for home entertainment. Web sites such as Hulu, Joost, and others have become favorite spots for those seeking high quality free programming on demand. In addition, there are a number of content aggregators like YouTube that deliver large amounts of streamed content under a single web site.  Other sites, like streamingfaith.com aggregate faith based programming. Affinity based content aggregators like streaming faith are finding great success in delivering specific target programming to the growing web audience. The other benefit to web streaming is establishing direct contact with your audience through chat interfaces or email interaction.