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Webcasting is green, innovative and forward-thinking, says Hannah Rudman. She looks at how and why organisations can benefit from the technology

Webcasting is a great way of improving your event, presentation, conference or training session’s scale, reach, impact and legacy to a global audience – without increasing its carbon footprint. With webcasting, it is possible to create a good quality experience online for those who chose not to travel to attend the live event. Envirodigital has been webcasting for the cultural sector’s AmbITion Scotland project, and has produced ad hoc webcasts for the Arts Marketing Association and the Scottish Environment Protection Agency. From July, Envirodigital’s webcasts will also calculate the carbon emissions avoided by audiences participating online.
In essence, a webcast is a media file distributed over the Internet using streaming technology to distribute a single linear content source to multiple listeners/viewers. A webcast may either be distributed live or on demand. Webcasting used to be defined as “broadcasting” over the Internet, but that no longer quite fits: many webcasting platforms now offer tools that encourage online audience interaction with the live event and with other online viewers/listeners.

Webcasting is not web or videoconferencing, which is designed for many-to-many interaction. Nor is webcasting the technology that delivers NTLive! or the Met Opera into cinemas around the country – that’s known as simulcast technology, which uses satellite systems to deliver a live broadcast to digital data projection screens. Simulcasting produces an exquisite aesthetic (millions of colours, 5:1 surround sound) but requires a completely different level of production and delivery for this quality to be guaranteed. It is therefore extremely costly and out of range for many cultural organisations. Neither is webcasting the technology behind the BBC’s £125m iPlayer, so it is important not to expect the same result. But, depending on your choice of recording device, upload mechanism and software/service, webcasting can either produce extremely high quality events online, or (if not properly conducted) result in a very poor experience.
Free livestreaming services such as Bambuser or Qik mean that mobile phones or laptops can be used as the camera and microphone, 3G or Wifi is enough bandwidth for uploading, and anyone can watch the result on a website. However, like Skype, these services being available without glitch is dependent on a great number of criteria outside your control. The most significant influencer of the end result is the choice of content itself. Artistic content should not be cheaply or simply streamed – especially if the quality, aesthetic and uninterruptible ‘liveness’ are essential to the integrity of the artistic product. The content choice must work on screen. Like live audiences, online audiences must be offered the opportunity to interact and engage with the content, and each other (with NTLive! this happens explicitly through the audience coming together in cinemas).
Good webcasts encourage an interactive experience by offering simultaneous chat services. The depth of the experience can also be enhanced if the sound and visuals are of a high enough quality on the online viewer’s screen (watching a fullscreen camera close up of a performer/presenter’s face, listening to sound through good speakers or headphones is obviously more engaging).
The main benefit of webcasting is that it increases the reach and scale of an event and its content. AmbITion Scotland webcasts have consistently attracted audience numbers of a further 50% in addition to audience numbers at the event. AmbITion’s live events were free, as were access to the webcasts, but had AmbITion charged for the live event, a small (iTunes-sized) fee for access to the webcasts could have been considered.
The impact of the content and event is extended. Interaction and sharing the experience with an online network is important, and this in turn increases the impact of a webcast event. Online audiences can participate in their own chat stream: we’ve seen contact details and ideas swapped, as well as insightful and thoughtful comments and on-topic questions asked. Moderating/facilitating the chat also helps keep the engagement relevant and interesting.
Recording a live webcast creates an instant legacy – the content becomes available on-demand immediately, creating a rich content resource. Webcasting is also an environmentally sustainable method of extending an event and attracting audiences from further afield.
Webcasting has implications on the live event. Live audiences need expectations set around how webcasting will affect their experience: cameras, microphones, technicians and computers will be in the room; questions will be invited and floored, asked by people “not there”; there may be pauses in the agenda as the technology is set up or tweaked. Speakers/performers need to give their permission to be webcast, and need to acknowledge the online audience through their spoken and visual communication with the camera.
Webcasting is an emerging technology, and the marketplace for it is nascent. Systems are improving iteratively (the quality and service from webcasting and broadband providers is better than a year ago and will continue to get better). But people and the planet are better off with the new technology – organizations would do well to realise that webcasting is a good, sustainable technology, and it’s here to stay.


Hannah Rudman is Director of Envirodigital, guiding the creative industries in an environmentally sustainable direction. Envirodigital helps organisations create economically and ecologically sustainable digital developments.
e Hannah@envirodigital.com
T 07971 282261
W http://www.envirodigital.com

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