Broadband Television: Anytime, Anyplace and Anywhere
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 ot 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 scepticism, 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 commercialising 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.

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