Possibility and Limit of Internet
Broadcasting as an Alternative Media
--Based on Jinbo Network Center's Experience and Plan

seok-man, Hong
(Internet Broadcasting Team leader, JInbo Network Center)

1. Introduction

  Internet, which was first developed by U.S. Secretary of Defense at the end of 1960's for military purpose, has now grown into Information Telecommunications Network linking everyone in the world. Internet's multimedia function called World Wide Web spurred the growth of Internet and played a role in expanding the scope of Internet. If Internet was just about replacing letter through E-mail and text-version bulletin board in its incipient stage, now its about Internet-phone, Tele-conferencing and Internet broadcasting.  
  As the use of Internet as a media was facilitated there were more cases of social movement using Internet for its purpose. This is also the case in Korea, there were telecommunications support group that assisted general strikes led by KCTU (Korean Confederation of Trade Unions) between 1996 to 1997 and this group's activities realized international alliance for labor strike. In Nov. of 1997, 1st Seoul International Labor Media was held with 20 countries participating and Internet audio about social movement was broadcast live for the first time in Korea. In addition, during when workers were preparing for the general strike in July of 1998, it planned for relay-broadcasting with the help of English simultaneous interpretation and Internet live broadcasting. Likewise, various activities making Internet and IT into media has been carried out.
  The multimedia function of Internet has many distinct characteristics and one of them is the fact that it is blurring the line between traditional broadcasting and media. Traditional media, namely newspaper, broadcasting and radio no longer has distinctive line that separates one from the other and rather going into the direction of mutual integration. Under this circumstance, limited possibility of targeting niches in the broadcasting and media is strongly raised and also proactive activity can be witnessed in the new-media sector.
  Now there is a new way of operating a broadcasting station which not only incorporates printing media such as newspaper and magazine but also radio (audio) broadcast and visual image with only low cost and effort thanks to Internet technology. This possibility, however, was presented only as technical possibility. Rather, the issue of public access to Internet has not been solved. In addition, Internet is becoming commercialized everyday as capital is encroaching upon Internet. More and more commercial broadcasting is making inroads into Internet and there is not enough thoughts given to how we can better compete in a space called Internet that is quite similar to existing market.

2. The Background and Significance of Internet Broadcasting

  2-1 Development of Internet and the integration of media
  The premise of Internet broadcasting is the development of Internet and IT technology. Even though the potential possibilities of these technologies are talked about, it is somewhat over exaggerated and not based on reality. Thus, there is a need for detail thinking related to this issue.
  The outstanding characteristic of Internet as media is that it can be in charge of many integrated functions. First of all, Internet's function as multimedia along with old media (newspaper, broadcasting, radio and etc.) can complement and strengthen the old media and secondly, it can replace these two all together and realize the integration of media. The paradoxical fact that Internet can complement and strengthen the old media and in the end replace it, is possible because Internet standardizes each different attributes (electric wave, magnetic tape, paper) into digital.  
  Internet strengthens the function of newspaper, which in the past provided information promptly and thereby increases the speed and volume of information. Moreover, it also provides search function that newspaper media was unable to provide. Internet transforms and sends image and voice into digital, thus delivery time is becoming shorter and expands the scope into global dimension.  This is all possible within Internet and there is mutual integration among different formats and types of media such as newspaper, broadcast image and radio. Internet is also eroding the distribution barrier. In old media, in the case of electric wave, information was distributed through wire or non-wire and in the case of newspaper, it was distributed through papers, thus there were distinctive barrier.

 Figure 38.Integration of media by the internet

 As Internet transforms information into file and sends it through globalized Internet network, barriers are completely disappearing. With the development of Internet, various media is on the process of integration and Internet broadcasting is at the centerpiece of this process.

2-2 The expansion of international alliances countering the neo-liberalism of democracy
  The spread of information in the neo-liberalism era not only brought about globalization of democratic movement but also strengthened the international alliances for progressive social movements. As capital becomes globalized, there is a need for social movement that takes place in global dimension. Under this circumstance, the necessity of international communications is emphasized more than ever. This is because the examples of other country can be seen in one's own country and because social contradiction incurred through democratic movement that know no boundary is no longer limited to one specific country.
Now Internet is an important communications tool in international alliance for social movement.  As this is the case, various areas are forming international network based on Internet and also exerting effort to send and receive in-depth mutual messages. Internet does not stop here, it is also being used as counter-media and Zapatista is a good example. Furthermore, Internet is also used to counter new trade round advocated by WTO.
As Internet serves as a means of communications used by international alliances to counter the globalizing capitals and as counter-media, there is high expectation for its role.
2-3 Strengthened alliance in media movement
  The integration of various media through Internet also integrates media movement that was carried out according to each different media. Characteristics of different area still exists but reason why there is more interest paid to Internet broadcasting as integrated medium is because interoperability among media is realized through Internet.
  Due to other important effects Internet, this trend is getting stronger. Reason why independent media movement is focused on Internet is because there is no limit in the number of channel in Internet.  

  In the area of alternative media and independent media, distribution is the key. Even though one can socially materialize produced art, if commercial distribution is almost impossible, the space we can use to show this art to the public will be very much limited.
  Visual and radio movement will show greater attention to this characteristic because excluding only small number of countries, efforts to secure channel has failed. Cable channel, which has public characteristics, is provided on a level of region as a form of public access channel but still other countries' and regions' access to it is still banned.
With the integration of media and Internet's merits, more and more independent media movement is converging through Internet and expectation and attention on Internet broadcasting is getting greater.
 
  2-4 Possibility of alternative media
  Of course political situation and condition played a role in the alternative media but most of all the fact that alternative media was impossible to grow big as mass media namely TV, radio and cable played a bigger role. There was no free access to terrestrial wave and as public share broadcasting establishment movement shows, exponentially high fund was needed to run one. But there is no limit in the number of channel provided by Internet and only few computers and Internet circuit is needed to operate and distribute information. Thus it is simple, compared to airwave broadcasting.
Moreover, the regulation on Internet broadcasting is relatively weak compared to existing broadcasting area. It is true that country-specific regulation and capital intervention is growing at the moment but it is still weak compared to regulation on broadcasting and freedom of speech. Viewing it from this circumstance, there is indeed enough room and space in Internet to serve as alternative media.

  2-5 Significance
  Internet broadcasting as an alternative media has following significance.
  First, a new beginning for depressed media movement.  
  Actually, discussions on domestic media movement were completely inactive. Regardless of media ownership issue and media reform led by the viewers, scope and content of independent media movement was given not enough attention. Fortunately, however, discussions on public access, which is seeing successful result in the US, Canada and South Africa, was possible in terms of operational procedure and policy of Internet broadcasting. In addition, whether it is terrestrial wave or air-wave, the electric wave itself has been literally dominated by country and capital, in this reality, we can consider Internet broadcasting as the starting point of independent radio movement and also operation of regional private broadcasting and regional FM broadcasting can be realized.
Second, it is meaningful in that it can cope with progressive front's media strategy in a changing media environment.
  From the perspective of social movement, the challenge of seizing and expanding mass media has been continuously presented but there were not many successful cases. As a result, social movement fronts media strategy or journalism strategy targeting the public has almost bottomed out. In the past, when the freedom of expression and speech was suppressed illegitimate form  of journalism activity was represented by political newspaper and underground broadcasting. After when these illegitimate activities faded, the progressive social movement front had no outstanding media strategy of its own.
  From a different perspective, even if popularization of media was a success, due to commercial or political reason it would have been degenerated and gone under the process of losing it criticism function. Popular journalism media such as Hangurae Newspaper, Language and Road, which championed progressive journalism, came into being and this progressive media alleviated discontent related to social inequality and suppression on freedom of speech. As a result, its commercial competitive edge was enhanced while characteristics of it were watered down because its democratic voice was hidden.
  The media strategy wielded by progressive front should transcend the aspect of just grasping the media but consider how it can better adept itself in a changing media environment. In other words, there should be more thoughts given to the occurrence of new media, development of IT technology and integration of old media (newspaper and broadcasting) and also to the production structure of media and the ownership structure which is needed for  maintaining the media. Internet broadcasting is providing us with opportunity to seek popular media strategy in a changing environment.
  Third, it can soften the power of institutional journalism.

  As we have discussed before, excluding printing media (newspaper and magazine), we did not have any sort of plan for independent broadcasting. As environment for media is changing, according to the degree of efforts from social movement front, we can make Internet broadcasting a counter-media against institutional journalism.
  Fourth, as media movement's international alliance activity is getting stronger, we should also need to consider the establishment of network through Internet.  
This is because the success of old media relies on Internet and integrated development of media movement on international level can work easily through Internet.

3. Characteristics and Limit of Internet Broadcasting

3-1 What is Internet Broadcasting?

  Figuer 2. The flow of Internet broadcasting and public broadcasting
 
 

 Existing broadcasting consists of sender, receiver, message and channel. As for TV, through the broadcasting station's transmission tower, image message is converted into electric signal , rides on the electric wave, then reaches the antenna in viewers livings room and manifest itself through TV. Compared to this, Internet broadcasting replaces broadcasting station  and TV with computer and channel with Internet. The characteristics of Internet broadcasting, compared to other media, can be summarized as below table.
 

Table 14. Internet broadcasting and comparison with other media

As of now, there is various Internet broadcasting and it is runned with its focuses on some characteristics. If Internet broadcasting is categorized according to formats, it is as follows: audio broadcasting which is in symmetric with radio broadcasting and moving image broadcasting which is in symmetric with TV and cable broadcasting. According to storage and access method of media, downloading (downloading stored file) and streaming (real time relay) can also be considered. Moreover, composition, which is about changing the existing image into digital signal and producing, which is about directly producing the image can be considered.  

3-2 Characteristics of Internet broadcasting
  ¨ç Multimedia : printing + voice + visual media
  Internet broadcast can provide text and image together and is also capable of sending not only image but also radio with only voice message due to high interoperability. In addition, by introducing the concept of web publishing, Internet can enrich itself by also having text data and image together with moving picture. Currently, Internet can provide multimedia function similar to this and it is a place where all formats are possible, whether its newspaper, radio, public broadcast or cable.

  ¨è Real time broadcasting and maintaining the constancy
  Few years ago, it took few minutes and sometime few hours just to see moving picture via Internet. With the development of video compressing technology, now it is possible to enjoy, on a real time basis, just like TV. The content of Internet broadcast is stored as a file thus unlike TV, anyone can watch or listen anytime.
If there is enough storage capacity in the server and if certain circuit speed is maintained, Internet broadcast will know no time.

  ¨é Multi-channel Broadcasting
  Broadcasting through electric wave can only have one program and one channel while Internet can provide various channels at the same time. Users can just select the program one wishes to watch in the Internet broadcasting web site.
In addition, as for broadcasting with electric wave such as terrestrial wave and airwave, number of channel is limited and impossible to get access to the operational side due to stringent control from the government. Internet, however, has stark difference with old media in terms of providing infinite number of channels.

  ¨ê Dissemination through network  
  Existing broadcasting station shoot off electric wave through transmission tower or was able to provide service to places only where cables were laid. This is not only costly but also looking it from global perspective, it certainly has regional limits. Indeed, the issue of transmission will be solved when there is global broadcasting network with the development of satellite, but until then it will have many problems.  
  Internet broadcasting, however, uses web like network as its channel, which stretches itself throughout the world. Thus, as long as it is linked to Internet, any country can receive Internet broadcasting. Likewise, Korea's Internet broadcasting can be seen in places like New York, Paris, South Africa and Tokyo on a real time basis. In addition, as low-orbit satellite telecommunications develops the transmission scope will grow larger.

Table 2. Current development status of low-orbit movile satellite telecommunications

As you can see from above table, more than 1000 low-orbit satellite telecommunications will be launched till year 2000. From the perspective of public access, this is not impossible.  
With the development of wireless data telecommunications, not only the public access groups in the US and Canada but also international radio campaign groups are making attempts and at the same time preparing for Internet broadcasting.

  ¨ë Small-scale operational expense
  It can differ according to the size but small-scale operation is possible in setting up and running a Internet broadcasting station. If it applies method such as downloading image file and recorded voice other than real-time broadcasting it can indeed be operated with low expense. This is why we have a term 'individual broadcasting station' and in fact there are some people who base their broadcast on everyday life of oneself recorded through video camera.

3-3 Internet Broadcasting Constraints
  ¨ç Low accessibility
  The biggest stumbling block in promoting Internet broadcasting is the small number of actual Internet users. The Internet is not such an easy-to-access medium as TV or radio. Furthermore, viewers need to acquire certain technological know-how before they can really watch Internet broadcast.
Another problem is it does not cost much to "air" Internet broadcast programs, but users have to burden high up-front investment. They must buy a computer and mount the applications, where as for airwave broadcasting, they only need to buy a TV.
  In short, Internet broadcasting is not as accessible as TV or video because of low computer penetration and high cost. These are the barriers to promoting Internet broadcasting coming from the users. Technology development may resolve these issues, but we need to look into a type of Internet broadcasting that can reach as many people as possible.

  ¨è Technological barriers
  Compared to TV and other types of airwave broadcasting, Internet broadcasting has many technological hurdles to overcome. We do not have wide enough bandwidth to have high definition nor high enough speed to show a natural flow of motion; we see pictures cut up into staccato.
  Not only is the picture fuzzy, but also the size of the frame (1/5 to 1/10 of video monitor) is small due to narrow bandwidth. The number of cuts (frames) per second is also 1/10 that of video. The limited bandwidth affects not only the receiver, but also the server providing the Internet broadcasting. In other words, server bandwidth must be wide enough to accommodate as many users as possible.
  These may be just technological issues. Technology development may address these issues soon enough, but we must seek the most suitable type of Internet broadcasting least affected by the current technological barriers.

  ¨é Lack of contents
  Airwave broadcasting is also operating an Internet broadcasting station, and there is a considerable number of commercial Internet broadcasting stations being born. They provide entertainment and news programs, not much different from existing programs. These types of programs have established a firm base in the mass media environment, but that is not to say non-commercial program is any less competitive. At the end of the day, it's the contents that matter. We must consider programming, planning, and production, and how the programs are related to social movement in different sectors.

  ¨ê Weak distribution structure
  We need to look into distribution alternatives, different from commercial Internet broadcasting. On-line distribution structure may be created through Internet broadcasting, but a well-formulated website alone cannot handle or sustain distribution. In addition, when we take into account low accessibility, the benefit that is derived may be very small compared to the effort that goes into the whole process.
  In order to have a distribution structure through Internet broadcasting, infrastructure need to be in place, and the person who is provided the materials must be equipped with the machines to actually view them. We are not building a shopping mall where we can select what programs to distribute on-line; instead, a network needs to be built encompassing different groups and regions through which programs can be distributed systematically.

4. Composition of Internet Broadcasting

  There are many issues to be resolved before Internet broadcasting can act as genuine alternative media. What technology will we use for easy access? How will we capture what is not shown on the commercial broadcasting? How will we actively market our program, not just wait passively for viewers to see it? How will we establish the network of program producers?The above issues can be categorized into 1) medium selection according to accessibility 2)-programming & production 3) contents 4)-production system 5) distribution.
The following is a diagram depicting the flow of broadcasting.

Figure 3. Internet Broadcasting Diagram

4-1 Audio & Video
  Determining whether to focus on video or audio is the most important factor in technology selection. In other words, it is agreeing on a type of technology that allows as much public access with least friction against current technology. Internet broadcasting may rely primarily on audio and on video and text as back up. As technology improves, we will have to prepare for a shift toward moving image.

  4-2 Programming & Production
  We need to determine whether we are going to focus on programming (digitalize the produced materials and air them) or production. In general, broadcasting does both, but may have different priorities according to internal capability and conditions.
Production reflects the nature of the group and its activities on the programs. As for programming, if there is cooperation between the stakeholders, we have access to other programs created by other groups and can share contents.

  4-3 Contents
  In order for Internet to establish its position as an alternative media and to compete against commercial broadcasting we must select quality contents. Most important criteria for quality contents would be "live broadcast in the workplace".    To tell the truth hidden and distorted behind the institutionalized press and to point out issues not covered is the responsibility of an alternative media. Secondly, Internet broadcasting must be a cultural leader. By exploiting the merits of the Internet, we must search and disseminate leading or new cultures. Third, we need to have a global perspective. We can make the most of the worldwide web and inform the world what is happening in Korea, and vice versa.

  4-4 Production network
  We need a producers' network in programming, planning, and production. This is a critical issue that has to be taken into account from the very beginning, considering that Internet broadcasting is enabled by concentration of capabilities in independent media movement. The alliance among the parties determines the role and contents of the Internet broadcasting. The parties may be either directly involved in broadcasting or they establish a comprehensive network for various social movements to guarantee quality broadcasting and contents.

  4-5 Website: primary access
  Plans for Internet broadcasting require plans for a website. Web broadcasting is the primary access for Internet broadcasting. It introduces programs that have been produced and scheduled, and we must consider distribution and publication through the web. In short, we need a strategy to highlight the multimedia functions of the Internet.

  4-6 Distribution: secondary access
  Distribution through the web is the primary access for Internet broadcasting.     Secondary access is to disseminate Internet broadcasting through various channels to different parts of the society. One option would be to use the traditional method, which is distribution through organizations. Colleges and trade unions are one example. We may also cooperate with local private/FM broadcasting.
  What is meaningful about this approach is we can take this opportunity to revitalize alternative media movement and take it to a higher level with each medium. All these individual relationships must be captured in one network, and we must look into the Internet functioning as a dissemination tool. The Internet is blurring the border between fixed line and wireless communication. In this vein, we have to give positive feedback to the low-orbit mobile communication satellite-related policies. We must exploit different media to make Internet broadcasting as good a wireless communication network as airwave broadcasting.

5. Prospects and Plans for Jinbo Network Center's Internet broadcasting

  5-1 Jinbo Network Center's Roles and Plan
  The social activists are not much interested in Internet broadcasting because they began to make appearances on the Internet and cyberspace only recently and it will take time for them to realize the importance of Internet broadcasting. Therefore, video movement groups or people interested in Internet broadcasting may not get high enough return on their efforts, however small they may be compared to airwave.
  Jinbo Network Center must take the current situation into consideration. As a leader in the independent network movement, it must establish policies and plans for promoting Internet broadcasting in the social movement.

  ¨ç Share broadcasting resources
  The social activist groups suffer from lack of contents and financial resources (for operating server and real-time server). They have to carefully consider what impact they want to have in the Internet broadcasting field. The progressive broadcasting sites must cooperate to expand the base for contents and co-purchase/operate real-time servers. Looking at it from a long-term perspective, individuals alone cannot exercise influence in the cyber media, so cooperation is all the more needed.
Jinbo Network Center is operating network resources and it must find ways to share them with groups planning to engage in alternative broadcasting.

  ¨è Cultivate open-mindedness through "Open Channel"
  We must open up channels and encourage participation to cultivate open mind. Through the open channels, we start digitalizing the materials created by video movement groups. We must then support the distribution and play of these programs in the cyberspace. Not only groups, but also individuals and their work must be respected and have access to open channels.  

  ¨é Cooperative Production & Programming
  Music broadcasting sites featuring people's songs are making appearances. Many progressive Web-zines are integrating audio, moving image, and other streaming technology on top of traditional text.
  The important question to ask here is 'how to sustain Internet broadcasting in the social movement?' We must not think of just Jinbo Network Center's or individuals' Internet broadcasting, but cooperative system of production & programming. Currently, it is very difficult to secure professional producers, and that is why groups and individuals must work together to complement each other.
  Each and every group's activities are important in the Internet broadcasting. Likewise, enhancing solidarity, resource sharing, and cooperative planning will enable long-term success of Internet broadcasting.

  ¨ê Reinforce role as alternative media
  As has been mentioned before, in order to maintain the Internet broadcasting as one form of alternative media, we need special plans that can surpass institutionalized broadcasting. Internet broadcasting needs to show the real life and real voice of people that institutionalized broadcasting cannot show. News and broadcast programs are very important in that sense. The importance of on-the-spot media cannot be overestimated. Jinbo Network Center has been gaining a lot of experiences in broadcast programs since 1998 and has the technological capability to do real-time broadcast of moving image. Through these activities, it plans to reinforce 'liveness' and relay workers' and people's life stories.

  5-2 Challenges ahead
  In conclusion, Internet broadcasting strategy in the social movement is to create an Internet broadcasting station that has consistent planning, production, and programming. The reason is even though the activists may be engaged in different broadcasting activities, they have to share resources and exploit the Internet medium to compete against commercial broadcasting in the cyberspace.     In order to become a powerful alternative media, we need professional broadcasting players.
  With this strategy in mind, Jinbo Network Center must provide resources for production and transmission and promote Internet broadcasting.
  A lot of preparation work is needed to establish an Internet broadcasting station. Simply airing Internet broadcasts won't be making full use of the Internet as a broadcasting medium. Therefore, we need to cooperate with different agents to actually distribute and achieve secondary access. College and trade unions' broadcast programs may provide an opportunity to promote Internet broadcasting. Corporate CATV and lunch-hour broadcasts provide one-way communication to the unionists, but there is not enough training provided to the workers by the trade union on a regular basis. Therefore, if we have Internet broadcasting in full swing, we may take part in one of the CATV programs or run a separate show during the lunch hour. The trade union will begin to buy in to the idea.
  We also need to seek alliance with existing media movement. Movement to establish a broadcasting station with public contribution and local private/FM broadcast may become our partners. We share results, contents, and work toward becoming a more accessible media. Lastly, we must establish global broadcasting network in line with the globalization of social movement.