ABSTRACT
Since the emergence of the World Wide Web as a mass medium, many scholars and practitioners have established its great potential as a liberating and possibly highly profitable medium that transcends geographic boundaries. Unlike text and graphics sites that offer users information only, webcasts enable users to enjoy a sensory-filled, vivid and complete entertainment experience. There are many different applications of webcasting in both the non-profit and the commercial sector. In analyzing the webcasting industry, one must not forget its developments are shaped by the broadband internet industry and the media industry. The broadband industry provides the foundation for webcasting so that the quality of the video and audio shown on the web is comparable to the regular television and radio broadcasts. The adoption of broadband is also contingent upon the price of broadband services. Viable business models are essential to support the development of any emerging medium.
