The chapter provides an overview over the media experiences and infrastructure solutions where data broadcasting is most beneficial: Different kinds of media experiences relevant for data broadcasting The typical users of data broadcasting as a medium

The chapter introduces the concepts and history of broadcasting: Definition of data broadcasting The history of broadcasting The history of television The history of commercial satellite communication The history of cable television The commercial advantages of broadcasting

This chapter describes five formats for data broadcasting transmission: cached content, audio/video streaming, package delivery, real time data streaming and broadcast guide data broadcast: Choice of formats and guaranteed delivery, time criticality and viewing time Advantages of cached content delivery How does a cache work? Viewing cached data Cache management Different approaches to intelligent caching Content tags Scheduling and broadcast of cached content Applications, usage tracking and billing of package delivery Typical applications of audio/video streaming Infrastructure requirements for audio/video streaming Audio/video stream event types Booking and scheduling for audio/video streaming Applications for data streaming Granularity of data streams Data stream bandwidth Data stream viewers Scheduling and viewing data streams Managing broadcast of streaming data The media context of the broadcast guide Locating content from a broadcast guide System driven personalization and the broadcast guide Broadcast guide technologies Roles in creating the broadcast guide Linking broadcasting services to the Internet

The chapter provides a description of the 26 typical steps required for the creation of a data broadcast channel: Setting the team Determining the management process Determining the commercial vision for the channel Market research Target group research Marketing strategy Preliminary implementation plan Content sourcing and value proposition Commercial review List of deliverables Resource and cost estimation Content exploration and analysis Initial design specification Complete design and functionality specification Operations/maintenance plan Software development and implementation Internal tests User tests Technical alpha tests Technical beta tests Channel packaging Channel sign-off Channel release Channel acceptance

From the Publisher:Two men meet a big bear in the forest. One of them sits down to put on his running shoes. The other looks at him and says: "It's no use. You cannot outrun a bear anyway". The first one answers: "I don't have to outrun the bear. I just have to outrun you."Speed against competitors is just one of the key lessons outlined in this new book from Lars Tvede and Peter Ohnemus. E-business is here for good and people are waking up to the fact that traditional marketing techniques may not stand up to new requirements set out by the 'new economy'. The question is, "which of the traditional techniques still work, and which techniques need to be revamped?" The authors outline marketing strategies that use traditional methods where appropriate but, where required, introduce new techniques. These techniques are part of a new, distinctive school of thought in marketing — the 'Digital School of Marketing'. Traditional marketing schools, for example, have observed the importance of moving fast — in the Digital School fast is not just important, it is crucial: It took Microsoft 10 years to reach 100 million dollars in revenue, AOL spent nine years, Yahoo! spent five years, Onsale four, Amazon three, and Priceline spent just one and a half years reaching 100 million dollars in revenue. Speed is just one of the key lessons to learn from this book. Whether you are an entrepreneur out there on your own or a marketer in a large company, read on to discover how you can temper your marketing strategies to bring them in line with what is required today. Enjoy the race! In creating the 'Digital School of Marketing' Lars Tvede and Peter Ohnemus track the various schools of thought that the field of marketing has witnessed in a commercial and industrialised society since it became recognised as a subject in 1902. They demonstrate that much of the teaching from these schools is still relevant but some aspects of the new economy are truly different and these need strategies that have rarely been practiced before. Leading thinkers such as Robert Metcalf, Brian Arthur and Geoffrey Moore could be members of the Digital School and the authors chart their contribution to the types of strategies that will come into being in the new economy. Many of the strategies outlined in this book come from different vantage points than those in traditional marketing strategies. One of the key lessons from the book is based on the traditional concept that the marketing discipline is ultimately the allocation of corporate resource in the pursuit of value - in the new economy you must define the value strategy your company is pursuing before you discuss the marketing parameters. Many more examples of this nature unfold in this book. There is a wealth of knowledge to be learnt in the advice put forward by the authors. Lars Tvede holds a masters degree in engineering and a bachelors degree in international commerce. He spent 11 years in investment banking before moving to the high tech and telecommunications industries in the mid 1990s. In 1996 he co-founded The Fantastic Corporation, a broadband software company that was taken public on the Frankfurt Stock Exchange by Goldman Sachs less than three years after its foundation. He has also been a seed investor in other succsssful high tech/new media start-ups, and sits on the board of several of these. Previous book titles written by Tvede include: International Marketing Planning, The Psychology of Finance, Business Cycles - from John Law to the Internet Boom and Data Broadcasting - the Technology and the Business. He is a frequent speaker at international congresses on broadband, new media and convergence. Peter Ohnemus is one of Europe's most successful new economy entrepreneurs. He has been part of four different start-ups that made their way to the IPO — COS, Sybase, Logic Works and The Fantastic Corporation, where he is co-founder and Vice Chairman. He also works closely with standards bodies, universities and research institutes around the world to drive the development of broadband multimedia. In 1999 he was awarded 'Entrepreneur of the Year' of Switzerland. He is a frequent commentator in trade and business press as well as on television. He currently sits on various boards, including Rothschilds Bank, CommerceOne, Go4Equity, Remote-I, MediaGateway and Fantastic.

Foreword. Acknowledgements. List of Tables. List of Figures. The Evolution of Broadcasting. The Internet. Broadcasting Meets the Internet. Technology Framework for Data Broadcasting Environments. The Five Basic Formats of Data Broadcasting. Implementing a Data Broadcasting Platform. Data Broadcasting: The Media Opportunities. Creating Data Broadcasting Applications and Services: 26 Steps. Operating Networks of Multiple Data Broadcasting Channels. The Commercial Drivers Behind Data Broadcasting. Data Broadcasting in the Future. Glossary of Terms. Index.

From the Publisher:Data broadcasting is a concept describing the continuous broadcast via high bandwidth networks of video, audio, software programs, Internet content, and streaming data flows to devices such as PCs and digital set top boxes. Widely expected to replace conventional broadcasting (which transmits information to television and radio via satellite, cable, terrestrial), data broadcasting will drastically alter the shape of media--how it's created, used, and distributed, both professionally and privately. This book will be the key reference for professionals in such industries as media, broadcasting, IT, PC, set top box, chips, software and finance who need to learn what the technology is all about, how it differs from established technologies, what it is used for, and the derived business structures.