New Video Format will Stream from a Web Server to Computers and Smart
Phones Without Transcoding
VANCOUVER, Feb. 27, 2012 /CNW/ - Destiny Media Technologies (TSXV: DSY)
(OTCQX: DSNY) is pleased to provide an update on development of its
second generation playerless streaming video solution, which will
eliminate the need for publishers to maintain separate streaming
hardware and various video formats to reach their audience.
Destiny has developed a single video file format that acts like any
other web object, streaming directly from a web server and rendering
directly by the browser without a player plug-in. The technology is
working well across a wide number of computers and smart phones,
including Mac, Windows, Android, iPhone, iPad, Blackberry and any other
recent device that is standards compliant. Video playback is at
twenty-four frames per second and at similar quality to competing
offerings. The company is currently building out the prototype
solution into a mass-market product. A soft launch of the commercial
product for sale to select early customers is expected by April.
Unlike Destiny's cross platform file format, which streams natively to a
wide range of devices directly from the web server, other solutions
require video files to be transcoded into a variety of formats and
require different streaming servers to host each version of the video.
When a visitor reaches the site, the web server must detect the type of
smart phone or operating system, then direct them to the corresponding
streaming server and the corresponding file. These streaming servers
are often outsourced off site to third party providers at great cost.
Each of those servers needs to be maintained, licenses have to be
purchased and patent fees have to be paid. Although the process is
seamless to the site visitor, behind the scenes, the digital alchemy is
expected to cost the industry up to $1.6 billion annually by 2014
according to a 2007 report by Frost and Sullivan.
Popular video players such as Windows Media Player, Quicktime and Flash
are implemented in different versions for each operating system and in
the case of mobile, can require that they are explicitly supported
ahead of time by the device. In a heartfelt letter posted to Apple's
website in April 2010 (http://www.apple.com/hotnews/thoughts-on-flash/), Steve Jobs, the founder of Apple, explained why he will not allow the
most popular video format, Flash, on iPhones and iPads. In November
2011, Adobe announced that Flash was completely abandoning mobile http://www.wired.com/gadgetlab/2011/11/adobe-kills-mobile-flash/
The industry attempted to standardize on a common format as part of the
new HTML 5 browser standard, but their negotiations were unsuccessful
and the standardization never came. The most likely candidate for a
video standard, H.264 is subject to patent disputes. On February 22,
2012, Microsoft Deputy General Counsel accused Google of trying to kill
video on the web by holding back proprietary patents.
The industry is in a complete state of flux, as content owners search
for a cross platform standard that is safe and secure and protects
their intellectual property, while reaching the widest possible
audience. On February 23, the Register noted that the standards body
is exploring DRM solutions that a Google employee called unethical. http://www.theregister.co.uk/2012/02/23/microsoft_google_netflix_html5_drm_infection/ The reason that the industry is pursuing such complicated, invasive
solutions is that currently, streaming is treated as a non standard
appendage to the elegant, standards based HTML web format and because
it is on the outside of the content owner's web server, it is difficult
to control and protect. DRM is much less intrusive and more effective
when the video file is located on the publisher's own web server in a
Demos are still not publicly available, but can be arranged privately on
site at Destiny's offices by request.
About Destiny Media Technologies, Inc.
Universal, EMI, Warner, Sony and one thousand other labels use Destiny's
secure distribution service to deliver most of their pre-release music
to radio, online retail, DJ's, sports stadiums, journalists and VIP.
Destiny's instant play streaming includes internet radio, internet TV,
online surveys and new cloud and mobile offerings. Patents include
watermarking, peer to peer locking and pending cross platform
playerless streaming video.
SOURCE Destiny Media Technologies, Inc.
For further information:
CEO Destiny Media Technologies, Inc.
604 609 7736 x222