| |
Broadband Television: Anytime,
Anyplace and Anywhere
Other Topics: TV Portal,
Broadband TV Channels
Narrowstep evolves into international video-over-IP distributor
The Narrowstep concept is a perfect fit for the coverage on broadband
of live events.
- In July 2005, UK Prime Minister Tony Blair joined TeacherNet to answer
questions live, demonstrating the interactive capabilities of TV
Station In A Box.
- Last year’s Ryder Cup (October 2004) was presented live (pay-per-view)
on Global Golf TV exclusively for viewers in the Netherlands.
- Fieldhockey TV presented live coverage of the Samsung Hockey Champions
Trophy directly from Lahore, Pakistan (December 2004).
- High.tv broadcast the Professional Windsurfers Association (PWA) World
Indoor Championships LIVE from the Schroders London Boat Show (January
2005).
- The arrival home of the new world circumnavigation record holder,
Ellen McCarthy was covered live on OC.tv (February 2005).
- Live coverage of the classic cycling race Brabantse Pijl (March 2005)
on Cycling.tv drew massive audiences from North America to closely
follow the performance of cycling superstar Lance Armstrong.
|
|
|
|
|
|
|
Narrowstep generates revenue from a number of different sources. The
licensing of the platform brings in production income, derived from
the production of programs and channel management and channel income –
advertising, advertising revenue-sharing, online sales (e-commerce),
pay-per-view, subscription income, micropayments. According to a 2005
study by the Online Publishers Association (OPA) publishers will start
offering more online video content and advertising on their sites. The
OPA expects to see more joint marketing sales, specifically with
traditional media outlets, and increased integration between online
video ads and the TV spots advertisers run on cable networks.
The implementation of Narrowstep’s TelVOS operating system could very
much expedite and optimize this integration. As stated by Borrell
Associates in its research report “What Local Web Sites Earn: 2005
Survey," local online advertising spending in the USA will increase to
$3.9 billion in 2005.
During the course of last year the company has transformed from a
development stage company to an operating entity. Subsequently the
current year is showing a strong increase in business activities.
Narrowstep’s production services division (formerly Sportshows
Television ) has secured a substantial number of production contracts.
In 2004, White Hat Management Llc, the fourth largest provider of
education services in the United States, has adopted TelVOS. It has
established five purpose-built studios in Akron, Ohio, including
self-running studios where teachers can select their own backdrops,
run their own autocue and then upload their lesson to students via the
internet using TelVOS.
The skepticism, regarding Internet– or Broadband TV is evaporating
rapidly now that it has become clear that internet is no longer just
the domain of teenagers communicating online, but a mature medium that
can be used for a multiple of applications.
To date Narrowstep’s services were sold and marketed largely through
direct marketing campaigns and by attending trade shows such as the
National Association of Broadcasters (NAB), Streaming Media East (NY),
MIP/Milia (Cannes) and Sportaccord (Berlin). The sales division
currently operates out of the offices in London and New York.
Additionally, a number of partnering-and reseller-arrangements have
been established, both in the United States and Europe. These
arrangements enable Narrowstep to enter specialized and more diverse
geographical markets.
The overall strategy in competing with other solutions and channel
providers is to provide the Narrowstep platform to such competitors
wherever possible and to have a client- rather than a competitor
relationship with them. The goal is to build services around these
companies' core technologies, so that they complement, rather than
compete. Narrowstep's products are already closely aligned with
Microsoft's Media Player and also provide support for Real Networks
products. The strategy for competing with other service providers is
to offer a more comprehensive and consumer friendly platform, and to
operate on a different business model than many of these competitors
by focusing on facilitating the provision of internet-based video
content delivery and participating in revenue generation, rather than
commercializing the channels and content itself.
An essential element of Narrowstep’s marketing strategy, is the
establishment of relationships with distribution partners. Unlike
other media, such as traditional television and the printed press, the
Internet is unique in enabling additional access to TV channels via a
hyperlink, hosted by third parties. This way, portals or distribution
channels are easily established, and a network of communities can be
built around each channel and internet traffic can grow exponentially,
which in turn leads to increased exposure for advertisers/sponsors.
Many Internet Service Providers have started to aggressively promote
their respective broadband services and are looking for video content
to be offered to their subscribers.
|
|
Back to Newsroom |
|
