Streaming Video on Your Website - Convert Visitors into Customers

Streaming video is a sequence of "moving images"compression. It operates under the auspices of the
that are sent in compressed form over the InternetInternational Organization for Standardization (ISO). The
and displayed by the viewer as they arrive. StreamingMPEG standards are an evolving series, each
media is streaming video with sound. With streamingdesigned for a different purpose. To use MPEG video
video or streaming media, a Web user does not havefiles, you need a personal computer with sufficient
to wait to download a large file before seeing theprocessor speed, internal memory, and hard disk
video or hearing the sound. Instead, the media is sent inspace to handle and play the typically large MPEG file
a continuous stream and is played as it arrives. The(which has a file name suffix of .mpg). You also need
user needs a player, which is a special program thatan MPEG viewer or client software that plays MPEG
uncompresses and sends video data to the displayfiles. (Note that .mp3 file suffixes indicate MP3 (MPEG-1
and audio data to speakers. A player can be either anaudio layer-3) files, not MPEG-3 standard files.) You
integral part of a browser or downloaded from thecan download shareware or commercial MPEG
software maker's Web site.players from a number of sites on the Web.
Major streaming video and streaming mediaThe term codec is an acronym that stands for
technologies include RealSystem G2 from"compression/decompression." A codec is an algorithm,
RealNetwork, Microsoft Windows Media Technologiesor specialized computer program, that reduces the
(including its NetShow Services and Theater Server),number of bytes consumed by large files and
and VDO. Microsoft's approach uses the standardprograms. In order to minimize the amount of storage
MPEG compression algorithm for video. The otherspace required for a complicated file, such as a video,
approaches use proprietary algorithms. (The programcompression is used. Compression works by
that does the compression and decompression iseliminating redundancies in data. Compression can be
sometimes called the codec.) Microsoft's technologydone for any kind of file, including text, programs,
offers streaming audio at up to 96 Kbps andimages, audio, video, and virtual reality (VR).
streaming video at up to 8 Mbps (for the NetShowCompression can reduce the size of a file by a factor
Theater Server). However, for most Web users, theof 100 or more in some cases. For example, a
streaming video will be limited to the data rates of the15-megabyte video might be reduced to 150 kilobytes.
connection (for example, up to 128 Kbps with an ISDNThe uncompressed file would be far too large to
connection). Microsoft's streaming media files are in itsdownload from the Web in a reasonable length of
Advanced Streaming Format (ASF).time, but the compressed file could usually be
Streaming video is usually sent from prerecordeddownloaded in a few seconds. For viewing, a
video files, but can be distributed as part of a livedecompression algorithm, which "undoes" the
broadcast "feed." In a live broadcast, the video signal iscompression, would have to be used.
converted into a compressed digital signal andThere are numerous standard codec schemes. Some
transmitted from a special Web server that is able toare used mainly to minimize file transfer time, and are
do multicast, sending the same file to multiple users atemployed on the Internet. Others are intended to
the same time.maximize the data that can be stored in a given
Streaming media is audio and video that areamount of disk space, or on a CD-ROM. Codec's are
transmitted on the Internet in a streaming or continuousused in many popular Internet products, including
fashion, using data packets. The most effectiveQuickTime, Netmeeting, Cu-Seeme, and VDOphone.
reception of streaming media requires some form ofFlash, is a popular authoring software developed by
broadband technology such as cable modem or DSL.Macromedia, and is used to create vector
A packet is the unit of data that is routed between angraphics-based animation programs with full-screen
origin and a destination on the Internet or any othernavigation interfaces, graphic illustrations, and simple
packet-switched network. When any file (e-mailinteractivity in an antialiased, resizable file format that is
message, HTML file, Graphics Interchange Format file,small enough to stream across a normal modem
URL - Uniform Recourse Locater request, and soconnection. The software is ubiquitous on the Web,
forth) is sent from one place to another on the Internet,both because of its speed (vector-based animations,
the Transmission Control Protocol (TCP) layer of TCPwhich can adapt to different display sizes and
IP divides the file into "chunks" of an efficient size forresolutions, play as they download) and for the smooth
routing. Each of these packets is separately numberedway it renders graphics. Flash files, unlike animated but
and includes the Internet address of the destination.rasterized GIF and JPEG, are compact, efficient, and
The individual packets for a given file may traveldesigned for optimized delivery.
different routes through the Internet. When they haveKnown as a do-it-yourself animation package, Flash 4
all arrived, they are reassembled into the original file (bygives Web designers the ability to import artwork using
the TCP layer at the receiving end).whatever bitmap or illustration tool they prefer, and to
A packet-switching scheme is an efficient way tocreate animation and special effects, and add sound
handle transmissions on a connectionless networkand interactivity. The content is then saved as file with
such as the Internet. An alternative scheme,a .SWF file name extension.
circuit-switched, is used for networks allocated forWeb users with Intel Pentium or Power Macintosh
voice connections. In circuit-switching, lines in theprocessors can download Flash Player to view Flash
network are shared among many users as withcontent, which performs across multiple browsers and
packet-switching, but each connection requires theplatforms. Flash is lauded for being one of the Web's
dedication of a particular path for the duration of themost accessible plug-in. According to an independent
connection. "Packet" and "datagram" are similar instudy cited by Macromedia, over 90 percent of Web
meaning. A protocol similar to TCP, the User Datagramusers already have Flash Player installed. Macromedia
Protocol (UDP) uses the term datagram.was recently acquired by Adobe in a 3.4 billion dollar
MPEG, the Moving Picture Experts Group, developsdeal.
standards for digital video and digital audio