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Product launches Conventional product launches usually mean gathering at a venue for a live event. With remote offices, this is not always possible. Rich media means that part of the experience can be shared with any viewer that has a connection to the Internet. Music promotion The web has a long association with music, stemming from the use of the Internet to download MP3 audio files. So it is natural to use the Web to promote and retail music. This site was designed for a broadband service provider. It has clips of the band performing, backstage interviews, and other content of special interest to fans of the band. Two versions were created, one broadband for delivery at 250 kbit/s and a simpler version for delivery at 28 kbit/s. Many younger people the potential audience may not have broadband access, so it is important not to exclude them. By offering alternative low bit-rate content, perhaps audio-only, they can use low-cost dial-up modems to access similar content to broadband connection. The style is very different from the average web page; it is more akin to television or the CD-ROM. Note that the small size of the video playback area does not detract from the overall design. Relevant graphics merge with the video into seamless tableaux. The media player has been embedded into the background image, so the player surround does not impinge upon the overall graphic design. Some of the usual Web design conventions are used for familiarity; note the drop-down menu to select other pages on the site. The site is designed to display full-screen. Advertising When streaming first started, proponents imagined TV-style advertising on web sites. As broadcast television had demonstrated, video is a compelling format to deliver the marketing message. The reality was that brands were unwilling to deliver their message as a stalling, postage-stamp size video. As broadband usage has risen, and CDNs can offer a higher quality of service, streamed video advertisements are gaining acceptance. The pop-up ad and the banner have proved unpopular with viewers, and advertisers are looking for different ways to deliver a message. The auto manufacturers pioneered the medium, but now it is used by fast-moving consumer goods. The early users have adopted Macromedia s Flash. It is almost ubiquitous in Web browsers, and is very easy to upgrade as new versions are released. 316 The Technology of Video and Audio Streaming

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