Extended Reach


More than 60 years later,

Broadcast.com

<http://broadcast.com/>

a company that

claims to deliver "more live

and on-demand broadcasts

with more viewers

and

listeners than any other company

in the world,"

makes fundamentally the same

pitch,

updated for the Web and now tilted

more

towards the office

(where more

computers still reside) than home:

 

Broadcasting on Broadcast.com

gives stations the

ability to reach listeners

around the world,

as well as in certain locations -

such

as office buildings -

where broadcast signals

are frequently unable to penetrate.

Both stations and their advertisers

can benefit from the value of this

extended reach.

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This "extended reach" embodied

in the spatio-temporal capture

of the audience through streaming media

is precisely what RealNetworks (http://www.real.com),

developers of the Real Player software

for downloading and playing

virtual audio-visual webcasts,

claims to provide content providers

and advertisers:

"RealNetworks is the pioneer an established market leader in streaming media technology on the Internet. We're helping transform the Internet into the next mass medium by making real-time,or streaming, Internet broadcasting possible and profitable. In only four years, RealNetworks software systems have become by far the most pervasive method of streaming media on the Internet and intranets."
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