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Do’s and don’ts of Webcasting

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Name: Peggy Miles
Title: President
Company: Intervox Communications
Location:Bethesda, Md.
Peggy Miles has been involved with Webcasting since she handled the first CBS Webcast way back in 1995. Miles is currently president of Intervox Communications, a digital broadcast management consulting company for large companies such as AT&T Corp. She is also the founder of the International Webcasting Association and has testified before Congress on the positive aspects of Webcasting.

Q. What are the pros and cons of Webcasting for marketers?

A. First, the ability to Webcast business programs and other programs in full-length for training, education and corporate communications is invaluable. The cons include the quality of the video on different computers and Internet service provider connection speed. The other negative is the cost of sending Webcasts to millions at one time for a reasonable fee. It costs in bandwidth per listener or viewer to send, so if you have a highly effective program that’s sent to millions, it may cost you more than you expected.

Q. What do marketers need to do before they consider Webcasting?

A. First, audio and video needs to be converted to a digital format, if it is not already. You can do that with a computer and a card that you can add to your computer, or you can have a service bureau do it for you. Once you have the digital version of your audio and video, you must send it to an ISP or Webcasting company that then puts it on the Internet for you. Typically for business-to-business, it’s a flat cost per month and an additional cost for ‘encoding’ or ‘digitizing’ by the minute. You will need a Web page to host your audio and video and a directory of programs that you list on the Web page.

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