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134 Part 1 Introduction

Figure 3.12 Joost service

interstitial ads between shots being the order of the day. A further challenge is that advertis-
ers will only want their ads associated with certain types of content for targeting purposes
and to avoid reputational damage to their brand by association. IPTV also offers oppor-
tunities for programme makers to involve more interaction with their audiences through
chat and channel forums. Of course, brands can provide their own channels such as the
brand channels available on YouTube (www.youtube.com/advertise).
Brand advertisers also have the opportunity to develop their own brief IPTV viral clips to
spread their message – witness the 2007 video viral clips from Cadbury and a follow-up
spoof from Wonderbra
which gained millions of views on YouTube. Because of limits in the
amount of video that can be uploaded and control of the environment there are some sub-
scription payment video hosting services such as MyDeo (www.mydeo.com) emerging.
BitTorrent Peer-to-peer IPTV facilities use a similar technological approach to BitTorrent which was
A peer-to-peer file- developed in 2002 to enable sharing of large audio and video files. The BitTorrent protocol
sharing technology used
to enable sharing of large breaks a large file into smaller segments and these are then downloaded by different client
audio and video files. computers. Once downloaded, a fragment can then be uploaded by other computers to form
a ‘P2P swarm’. Fragments are then reassembled by BitTorrent software on a user’s computer.
BitTorrent has become very popular with home users (and unpopular with copyright hold-
ers such as movie studios) and it is thought it may account for a sizeable proportion of
Internet traffic and will be a major strain on Internet performance in the future.

Voice over IP (VoIP)
Voice over IP (VOIP)
Voice data is transferred Voice over IP (VoIP) is a relatively new approach which can be used for transmitting voice
across the Internet – it
enables phone calls to be over a LAN or on a wider scale. You will remember that IP stands for Internet Protocol and so
made over the Internet. VoIP enables phone calls to be made over the Internet. IP enables a single network to handle