TV stations turn on high-speed Net downloads
Undeterred by industry uncertainty, a national group of television stations is testing services designed to beam high-speed data such as software programs, music or video directly into homes using TV signals.
Dubbed iBlast, the service is being tested for the first time at five stations in California, Arizona and Florida, although it won't be available commercially until late 2001. The coalition of stations ultimately hopes to persuade consumers that gaining access to movies, music, games and software through the service is easier than through the ordinary Internet, since it avoids the Web's bandwidth bottlenecks.
It's an ambitious project, part of the television industry's attempt to reinvent itself in the Internet age. That industry, seeing its revenues draining away as viewers increasingly go to satellite and cable television networks, wants a way to tap into the benefits of data distribution. The digital TV rules produced by federal regulators have provided a large chunk of the airwaves to do just that.
The service, along with similar offerings from rival Geocast Network Systems and smaller competitors, has the potential to provide a fast, new way of sending digital content to consumers that could ordinarily take hours to download even over a high-speed connection. Although the technology won't provide nearly as many options as ordinary, unfettered Web connections, the services will make up for it in speed and convenience, their creators hope.
The "datacasting" business that iBlast aspires to be in is not designed to be as interactive as the Internet. In essence, a computer or set-top box would become a television receiver, picking up data that will be sent using a TV signal. This data, such as a video, would then be stored on the computer's hard drive.
The optimism surrounding this effort may still be a little ahead of its time, however. The services depend on the move to digital television broadcasting, which for most broadcasters has been held up by fights over content rights and technology specifications.
Geocast, one of the most advanced of the digital TV-based datacasting services, has even switched its focus--at least temporarily--to include delivery of data over a satellite connection. It's keeping alive hopes for the TV technology, but is waiting for the market to settle on a single standard before pushing ahead.
"Let's say we sold 10,000 of our receivers this year, and then the standard changed," said John Abel, Geocast's vice president of business development. "It's not likely, but if it does happen, it's not going to be the broadcasters or the people who sold them the box that consumers blame. It's going to be us."
A different kind of Net
Datacasting services like iBlast and Geocast are part of a slow move toward
expanding the ways consumers can tap into content now downloaded from an ordinary Web connection or not available online.
"As far as the broadcasters are concerned, its just time to get on with it," Jacobson said.