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Data Broadcasting Merging Digital Broadcasting with the
Internet Revised Edition Lars Tvede Digital Instant
Download
Author(s): Lars Tvede, Peter Pircher, Jens Bodenkamp(auth.)
ISBN(s): 9780471485605, 0471485608
File Details: PDF, 1.46 MB
Year: 2001
Language: english
 Data Broadcasting: Merging Digital Broadcasting with the Internet, Revised Edition
Lars Tvede, Peter Pircher, Jens Bodenkamp
Copyright q 2001 John Wiley & Sons Ltd
ISBNs: 0-471-48560-8 (Paper); 0-470-84189-3 (Electronic)

DATA
BROADCASTING
Revised Edition
DATA
BROADCASTING
Merging Digital Broadcasting with the Internet
REVISED EDITION

Lars Tvede
The Fantastic Corporation, Zug, Switzerland

Peter Pircher
The Fantastic Corporation, San Francisco, USA

Jens Bodenkamp
ETF Group Deutschland GmbH, MuÈnchen, Germany

JOHN WILEY & SONS, LTD

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First edition published in 1999 as Data Broadcasting ± The Technology and the Business, by John Wiley
& Sons, Ltd.
Copyright q2001 by John Wiley & Sons, Ltd,
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Contents
FOREWORD xi
ACKNOWLEDGEMENTS xiii
LIST OF TABLES xv
LIST OF FIGURES xvi

1 THE EVOLUTION OF BROADCASTING 1

1.1 THE CONCEPTION OF ELECTRONIC BROADCAST

MEDIA 2
1.1.1 Something in the Air 3
1.1.2 The Beginning of Television 3
1.1.3 The Age of Satellites 4
1.1.4 The Beginning of Cable 9
1.1.5 The Emergence of Large TV Empires 12
1.2 THE POWER OF BROADCASTING 13

2 THE INTERNET 15

2.1 THE CONCEPTION OF THE INTERNET 15

2.2 GROWTH AND MATURITY 16
2.3 THE NETWORK EFFECT 18
2.4 INCREASING RETURNS 19
2.5 THE FUTURE OF THE INTERNET 20
2.5.1 Ubiquity and Diversity 22
2.5.2 Convergence and Embedding 23
2.6 PROPORTIONS BETWEEN BANDWIDTH AND
MEMORY 24

3 BROADCASTING MEETS THE INTERNET 31

3.1 DATA BROADCAST: TECHNICAL POSITIONING 31

3.2 DATA BROADCAST: ECOSYSTEM 35
3.3 THE ORGANISATION PROCESS IN THE VALUE CHAIN 36
vi Contents

4 TECHNOLOGY FRAMEWORK FOR DATA BROADCASTING

ENVIRONMENTS 42

4.1 MOVING PACKAGES ± OLD AND NEW WAYS 42

4.2 DIVIDING CONTENT INTO PACKAGES 44
4.3 CHOOSING A DELIVERY TYPE 45
4.3.1 Delivery Types 45
4.3.2 Delivery Services 46
4.3.3 Quality of Service (QoS) 48
4.4 SPECIFYING DESTINATION AND GUARANTEEING A
UNIQUE ADDRESS 48
4.5 PROVIDING INFORMATION ABOUT HOW TO REACH
THE DESTINATION 49
4.5.1 IP Multicast 50
4.6 GETTING A VEHICLE FOR TRANSPORTATION 53
4.6.1 When IP Gets a Trip Companion 55
4.7 CHOOSING A PHYSICAL PATH 56
4.7.1 Wireline/Copper Pair 58
4.7.2 Wireline/Fibre Optics 59
4.7.3 Cable Television 59
4.7.4 Digital Terrestrial 60
4.7.5 Mobile 64
4.7.6 Satellite Distribution 69
4.7.7 Home Networks 70
4.7.8 Comparing Wireless Local Networking Standards 78
4.8 REACHING THE END-USER 80

5 THE FIVE BASIC FORMATS OF DATA BROADCASTING 81

5.1 THREE KEY QUESTIONS REGARDING THE DATA

BROADCASTING CONTENT 82
5.1.1 ``Guaranteed Delivery'' or ``Best Effort''? 82
5.1.2 Time Critical Delivery? 83
5.1.3 Viewing on Delivery? 83
5.2 DATA BROADCASTING FORMATS ± AN OVERVIEW 83
5.3 CACHED CONTENT DELIVERY 84
5.3.1 Receiving and Deleting Cached Content 85
5.3.2 Scheduling and Broadcasting of Cached Content 93
5.4 PACKAGE DELIVERY 95
5.4.1 Applications, Usage Tracking and Billing of Package Delivery 96
5.4.2 Usage Tracking 96
Contents vii

5.5 AUDIO/VIDEO STREAMING 106

5.5.1 Typical Applications for Audio/Video Streaming 107
5.5.2 Infrastructure requirements for audio/video streaming 108
5.5.3 Audio Video Stream Event Types 109
5.5.4 Booking and scheduling considerations for A/V streaming 110
5.6 DATA STREAMING 111
5.6.1 Applications for data streaming 111
5.6.2 Granularity of Data Streams 112
5.7 BROADCAST GUIDES 117
5.7.1 The Media Context of the Broadcast Guide 118
5.8 LINKING BROADCASTING SERVICES TO THE
INTERNET 124
5.8.1 The Three-Layered Hybrid Medium 124
5.8.2 Creating ``Bouncers'' 125

6 IMPLEMENTING A DATA BROADCASTING PLATFORM 130

6.1 FACTORS DETERMINING BASIC PLATFORM

REQUIREMENTS 130
6.1.1 The Role of Content Management 132
6.1.2 The Role of Community Administration 132
6.1.3 The Role of Network Administration 132
6.1.4 The Role of Advertising Management 133
6.2 LISTING THE BASIC FUNCTIONALITY REQUIRED 133
6.3 SUBSCRIPTION MANAGEMENT 136
6.4 DATA ENCRYPTION AND SECURITY 136
6.4.1 Encryption and Conditional Access Systems 136
6.5 SCHEDULING AND BOOKING 137
6.5.1 Features of Scheduling Tools 140
6.5.2 General Criteria of Bandwidth Booking Systems 141
6.5.3 Managing Booking Through a Transmission Chain 142
6.6 BILLING 144
6.7 REPORTING 144
6.8 MEDIA OBJECT TRACKING 145
6.8.1 Digital Watermark/Copyright Handling 148
6.9 INTELLIGENT CONTENT COMPILING 149
6.10 OVERALL PLATFORM FLEXIBILITY 149
6.10.1 Hardware Independence 150
6.10.2 Network Independence 150
6.10.3 Browser Independence 150
viii Contents

7 DATA BROADCASTING: THE MEDIA OPPORTUNITIES 151

7.1 DIFFERENT KINDS OF MEDIA EXPERIENCES 151

7.2 USERS OF THE DATA BROADCASTING MEDIUM 155
7.2.1 Professional Applications 157
7.2.2 Consumer Applications 166

8 CREATING DATA BROADCASTING APPLICATIONS AND

SERVICES: 26 STEPS 175

8.1 CREATION PROCESS OVERVIEW 175

8.2 PROCESS DETAILS OF THE CHANNEL PLANNING
PHASE 180
8.2.1 Setting the Team 180
8.2.2 Determining the Management Process 181
8.2.3 De®ning the Vision for the Channel 182
8.2.4 Market Research 183
8.2.5 End-user Segmentation 185
8.2.6 Target Group Research 185
8.2.7 Channel Marketing Strategy 188
8.2.8 Preliminary Implementation Plan 189
8.2.9 Content Sourcing and Value Proposition 189
8.2.10 Preliminary Commercial Review 190
8.2.11 Lists of Deliverables 190
8.2.12 Resources and Cost Estimate 191
8.2.13 Content Exploration and Analysis 191
8.2.14 Initial Design Speci®cation 192
8.2.15 Channel Operations and Maintenance Plan 193
8.2.16 Complete Design and Functionality Speci®cation 196
8.3 PROCESS DETAILS OF THE CHANNEL IMPLEMENT-
ATION PHASE 197
8.3.1 Internal Test 198
8.3.2 User Test 199
8.3.3 Technical Alpha Test 201
8.3.4 Technical Beta Test 201
8.4 PROCESS DETAILS OF THE CHANNEL LAUNCH PHASE 201
8.4.1 Channel Packaging 201
8.4.2 Channel Sign-off 202
8.4.3 Channel Release 202
8.4.4 Channel Acceptance 202
Contents ix

9 OPERATING NETWORKS OF MULTIPLE DATA

BROADCASTING CHANNELS 203

9.1 EDITORIAL ISSUES FOR MULTI-CHANNEL NETWORK

OPERATION 203
9.1.1 Multi-Channel Scheduling 203
9.1.2 Broadcast Guide and Information Channel Operations 205
9.1.3 Electronic Tutorial 207
9.1.4 Test Channel 207
9.2 TECHNICAL ISSUES FOR MULTI-CHANNEL
OPERATION 207
9.2.1 Providing a Basic Channel Operations Infrastructure 207
9.2.2 Data Gathering and Processing Procedures 208
9.2.3 Backbone Transportation Network 209
9.2.4 Data On-Ramping 210
9.2.5 Client Software Deployment 210
9.2.6 Delivering the Initial Installation Software 211
9.2.7 Following Up with Software Upgrades 212
9.2.8 Incident/RFD Handling 212
9.3 COMMERCIAL ISSUES FOR MULTI-CHANNEL
OPERATION 213
9.3.1 Product Policy for the Channel Network 213
9.3.2 Support Infrastructure 215
9.3.3 Media Object Tracking 216
9.3.4 Subscription Management 216
9.3.5 Channel Network Marketing Control 216

10 THE COMMERCIAL DRIVERS BEHIND DATA

BROADCASTING 218

10.1 HOW VALUE FLOWS THROUGH THE VALUE CHAIN 219

10.2 SHARING THE ADDED VALUE THROUGHOUT THE
VALUE CHAIN 221
10.2.1 Value for Basic Core Technology Enablers 221
10.2.2 Value for Basic Commercial Enablers 223
10.2.3 Value for Early Adopters 238
10.2.4 Value in the Growth and Maturity Phase 240
11 DATA BROADCASTING IN THE FUTURE 242

12 GLOSSARY OF TERMS 246

INDEX 255
Foreword
The combination of powerful computing devices, high-speed data
communications and a new class of interactive applications is creating the
®rst new medium since television, which was born over 50 years ago. In many
ways this new medium will encompass the capabilities of television and print
and will combine them with the interactive and targeted capabilities of the
telephone. It will impact on all forms of human communications including
entertainment, education, commerce, information and personal communi-
cation.
One of the key enabling technologies (really a very large set of technolo-
gies) is the Internet. The Internet is at a very early stage of its development
and in many ways is still very unpredictable and surprising.
One of the reasons it has developed so fast is that it is extremely ¯exible
and adaptable. It has been able to utilise infrastructures, content and tech-
nologies that were developed for other purposes in a truly extraordinary way.
For instance, the key infrastructure that it uses as a transport vehicle (to move
information from one place to another) is the telephony system, which was
designed for a totally different purpose (point to point voice communica-
tion). With the exception of a small number of homes that are served by cable
modems or via satellite, consumers are connected to the Internet via the
telephone system. As a result, the telephony systems' evolution is now driven
in a large part by the needs of the ever-expanding Internet.
Many of the limitations of the telephony system have hindered the power
of this new interactive medium. Most consumers at home can utilise the
Internet only at data rates that are extremely low (56 kbps and under) and not
well matched for the devices that they use (mostly PCs at this point) and the
requirements of the applications. Not only are they mismatched, but the gap
is growing. PCs and other devices improve their performance based on
Moore's law (performance doubles every 18 months) while communication
speeds barely increase by four times in 5 years. Technologies like ADSL
promise to improve the performance of the telephony network by as much
as 100 times.
Cable modems also hold great promise to provide similar types of band-
width using an infrastructure that was created for an entirely different
purpose, television. Countries like the United States, Canada, and the Neth-
erlands will bene®t from the ubiquity of both the cable and telephony
xii Foreword

networks. But when we consider the future of bandwidth and how it will
impact on the development of media, we have to realise that different parts of
the world are in very different states of infrastructure development. Some
parts of the world have both cable and telephony. Other parts, like most of
Europe, are served by telephony networks and satellite. And while most of the
people in the world have access to TV (TV home penetration in China is
90% in urban areas, for instance), less than half the world's population has
ever made a phone call and only about 40% of the world's homes have a
telephone. The bulk of the world will be brought into the digital age not
through telephony but through their television systems. The bulk of televi-
sion content will be delivered via satellite. There is a huge amount of band-
width in most television broadcast systems. Cable and satellite systems can
deliver gigabits of information. However, since this bandwidth must be
shared, it is most ef®cient to broadcast information that many consumers
would like at the same time. This information can then be stored locally and
used when required.
Since 1991 I have led Intel's activities in furthering the development of
residential broadband communication. In the process, I have had the oppor-
tunity to work with many of the pioneers in this ®eld. Three such individuals
have written the book you are about to read. They are pioneers indeed and
have the arrows in their backs to prove it. Dr Jens Bodenkamp, an Intel
employee, worked closely with me in Europe as we explored every avenue
available to provide high-speed communications to homes. Along the way,
we met Lars Tvede and Peter Pircher, who were co-managing a company
focused on developing the tools that content owners would need to function
in this new medium. They called their company The Fantastic Corporation,
a demonstration no doubt of their enthusiasm.
We are about to enter the broadband world. It will require new applica-
tions, development tools, devices and communication infrastructures. It
holds the promise to change all of our worlds no matter where we live and
what we do. It will impact on the way we learn, on the way we play and the
way we communicate. But a lot of hard work will be required along the way
This book will take the reader into the world of broadband and its impli-
cations for the future. Enjoy the trip.

Avram Miller
Vice President
Intel Corp.
1999
Acknowledgements
In many ways, this book was a collaborative project. It depended on the
willingness of many people to provide us with information and comments.
We would like to extend our profound thanks to all of the individuals who
generously provided their assistance in reviewing this book, and in particular
to Eva Parilla, Wen Liao and Tamara Grahn, who spent nights and weekends
going over some of the sections. We also wish to thank the following indi-
viduals for their assistance:

Frank Ewald
Eric Troelsen
Heidi ZuÈrcher-Krieger
Tony von Rickenbach
Elena Jeung-Branet
Cristina Vanza
Manish Bhatia
Gerard Wisemann
Henrik Schonau Fog
Leng Stricker Wong
Sara Watkins
TorbjoÈrn Winther

Your contributions made a difference!

Lars Tvede
Peter Pircher
Jens Bodenkamp
Zug, Switzerland, April, 1999
List of Tables
Table 1.1: Milestones in the opening up of the American commercial
TV market 10
Table 2.1: Traditional product development phases 20
Table 2.2: Time-line of Internet events 27
Table 3.1: Typical main tasks for different value chain players 38
Table 4.1: Comparing physical and electronic infrastructure tasks 43
Table 4.2: Advantages and disadvantages of traditional point-to-
multipoint alternatives on the Internet 52
Table 4.3: Overview of physical distribution networks for data broad-
cast 57
Table 4.4: A simple overview of the four open standards for home
entertainment networks 79
Table 5.1: Overview of data broadcast formats 84
Table 5.2: Overview of intelligent caching approaches 90
Table 5.3: Examples of ``bouncers'' 126
Table 6.1: Data broadcasting platform features required by different
value-chain players 135
Table 7.1: Advantages of data broadcast scalability 154
Table 7.2: Advantages of data broadcast speed 156
Table 7.3: Data broadcasting: application categories 157
Table 7.4: Data broadcasting: corporate applications 159
Table 7.5: Data broadcasting: consumer applications 167
Table 8.1: Proprietary and open data broadcast building blocks 176
Table 8.2: Typical resource requirements for channel development 179
Table 8.3: Relevant research methods for identifying the current
market supply within the channel subject area 184
Table 8.4: End-user segmentation for broadcast channels 186
Table 8.5: Formal target group research methods 188
Table 8.6: Effort and cost overview for different content categories 192
Table 8.7: Key elements for the initial design speci®cation 194
Table 8.8: Channel operations: brief overview of tasks 195
Table 8.9: Main software elements of a data broadcast channel 198
Table 9.1: Channel operational issues after the release 204
Table 9.2: Software installation alternatives 211
Table 9.3: Framework for a balanced channel portfolio 214
Table 9.4: Marketing control for data broadcast channels 217
xvi List of Figures

Table 10.1: Television, the Internet and the sales cycle 226
Table 10.2: Media measurements for advertising 231
Table 10.3: Comparison of the traditional e-commerce solution with
the data broadcasting solution 235
Table 10.4: Value drivers in the mature data broadcasting market 240

List of Figures
Figure 1.1: Arthur C. Clarke's idea 6
Figure 1.2: The satellite±cable growth cycle 11
Figure 2.1: Growth drivers of the Internet 18
Figure 2.2: Innovation and diversity in computing, telecommunica-
tion and media 22
Figure 2.3: Bandwidth and memory 24
Figure 2.4: Amdahl's Constant 25
Figure 3.1: The convergence of telecommunication infrastructures,
broadcasting and the Internet 33
Figure 3.2: The data broadcasting ecosystem 37
Figure 4.1: Mobile phone operators will often initially deploy a thin
coverage from a single transmitter for a given area 67
Figure 4.2: The network operator deploys additional cells as traf®c
grows in the area 68
Figure 4.3: The network operator can add a macrocell for data broad-
casting to minimise data congestion 69
Figure 4.4: Typical migration paths from 2G towards 3G communica-
tions 70
Figure 4.5: Comparing 2G, 2.5G, 3G and DVB-T technologies with
respect to broadcasting support and bandwidth 71
Figure 5.1: Example of a cache software topology for data broadcast 86
Figure 5.2: Example of a package delivery topology for data broadcast 103
Figure 5.3: Example of A/V streaming software topology for data
broadcasting 107
Figure 5.4: Potential content ¯ow from a stock exchange 116
Figure 5.5: Example of broadcast guide topology for data broadcasting 120
Figure 5.6: Three layers of a converged medium 125
Figure 6.1: The data broadcasting ecosystem 131
Figure 6.2: Encryption and decryption 138
Figure 7.1: Data broadcasting for an Intranet 162
Figure 8.1: Basic steps of development of a data broadcast channel 178
 Data Broadcasting, Revised Edition. Edited by Lars Tvede
Copyright q John Wiley & Sons Ltd
Index Print ISBN 0-471-48560-8 Online ISBN 0-470-84189-3

1G mobile phones (®rst generation) 64

2G mobile phones (second generation) 64, 65
3G mobile phones (third generation) 64, 65

A
acceptance 202
access infrastructure, copper pair 58
Accuweather 193
acknowledgement messages (ACKs) 47, 100±1
acknowledgement process 31
added value 218±12
Address Resolution Protocol (ARP) 54
addresses, Internet destination 48±50, 54
ADSL see Asymmetric Digital Subscriber Line
advertising 133, 225±32
media comparison 231±2
metering analysis 233±5
metering providers 227±30
research methods 228±9
advertising bene®t 173±4
advertising companies 225±7
agent programs 93
alert events 152
Alliance for Converging Technologies 245
AlohaNet 76
Alpha test 200±1
`Amdahl's Constant' 24, 25
American commercial TV market 10
analogue modems 58
analysis of data 152
Andressen, Marc 27, 28
`Annea Report' 12
AOL 28
Application Protocol Interfaces (APIs) 61±2
applications and services 175±202
ARP see Address Resolution Protocol
ARPA-NET 15, 16, 27
Arthur, Brian 19
Astra 1A satellite 8
Asymmetric Digital Subscriber Line (ADSL), technology 58±9
256 Index

Asynchronous Transfer Mode (ATM) 53, 54

ATM see Asynchronous Transfer Mode
audio visual streaming (AVS) 106±11
applications 107±8
infrastucture requirements 108±9
software topology 107
stream event types 109±10
audio/visual streaming 236
AVS see audio visual streaming

B
back channels 99, 105
back-up requirements 204, 205
backbone transportation network 209±10
background media 151
Baird, John Logie 3
bandwidth 13, 26
availability schedule 205
back-up data 205
commodity business role 221±2
data stream 113±14
de®nition 24±6
Gilder's Law 16
pre-empt status 209
streaming, ®le transmission comparison 205
bandwidth management 135±44
Baran, Paul 15
Barry, Dave 15
`basic sanity test' 198
Bazalgette, Simon 127±9
bene®ts 185
advertising 173±4
consumer applications 166±73
corporate applications 159±62
extranet/intranet networks 157
market surveillance 162
media 153±6
professional applications 157±66
scalability 154±6
Berners-Lee, Tim 16
Beta test 201
Bhatia, Manish 233±5
bi-directional networks 47
billing 134, 144
Index 257

Bluetooth technology 72±6

booking
see also scheduling
audio visual streaming 110±11
cached content 93
data streaming 115±17
bouncers 125±7
branded business channels 163±4
branded channels 176, 182±3, 186±7
British Broadcasting Company (BBC) 3±4
British Telecom 29
broadband communication 64
standards 72, 76±8
broadband media
commodity business 221±2
mobile devices 66
networks, competition 40±1
broadcast
cost advantage 114, 115
web pages, external links 87
broadcast guide data 84, 104
channel networks 205±7
de®nition 117±18
entry criteria 118±19
media content 118±24
technologies 122
topology 120
user navigation 118±21
broadcast layer 124
broadcast object, de®nition 216
broadcast permissions 7
broadcasting
backbone transportation network 209±10
evolution 1±14
Internet role 31±41
IP multicast distribution 50±3
mobile device options 66±9
power of 13
browser independence 150
building the channel 179±80
bundling 23
channel strategy 213
Bush, Vannevar 27
business applications
258 Index

billing models 97±8

branded channels 163±4
mobile licences 68
multi-channel network operation 213±17
value chain 36±41, 219±11

C
cable networks
development of 9±12
e-commerce 237
Europe 12
network topology 60
television 59±60
types 57
cached content delivery 84±95
advantages 85±6
booking 93
broadcasting 94±5
data repetition 94
de®nition 84
scheduling 93±5
cached data management 88±91
ad hoc 91
content retention 89
size limits 89
software topology 86
user interface 104
user-preference based 89
Cambridge Ring 16
cameras, Bluetooth enabled 75
CDMA see Code Division Multiple Access
cell broadcasting 66, 68, 69
CERNNET 15±16
chain of communication 143
channel, de®nition 2
channel creation process
channel planning 175±97
management 181±2
packaging 201
software applications 194
team setting 180±1
testing 198±201
channel implementation 197±201
channel operation 193±6, 203, 204
Index 259

see also multi-channel network operation

backbone transportation network 209±10
bundling strategy 213
data gathering procedure 208
electronic tutorial 207
linking strategy 215
missing data 204
network marketing control 216±17
portfolio strategy 213, 214
processing procedure 208
roll-out ¯ow 213±15
support infrastructure 215
technical priorities 207±8
test channel advice 207
channel planning diagram 178
channel portfolio, framework 214
channel support infrastructure 215
churning 10
Clarke, Arthur C. 4
Clarke Ring 6, 8
Class of Service (CoS), de®nition 23
classes of media 139
clean up process 89
clients 198
hard disk space problem 205
software deployment 210±12
CMGI 29
coaxial cable 60
Code Division Multiple Access (CDMA) 65
commercial growth 220, 240±1
commercial power of sharing 13
commodity business 221±2
communication speed, mobiles 65
community administration 132
Community Antenna Television (CATV) 9
community forum activities 152
compatibility 241
competitive position 238
compilation tools 149
conditional access systems 136±7
consumer applications 166±73
Internet broadcasting 166±73
content
see also cached content
260 Index

access 246
analysis 191
delivery 32, 80
diversity by application 22
exploration 191±2
®le types 194
insertion 93
intelligent caching 88±93
key questions 82±3
management 132±4
metadata 146, 148
proprietary 176
retention 89
sourcing 189±90
viewing on delivery 83
content packets 44±5
content tags 92
convenience 230
convergence 14, 128
core technologies 23±4
digital broadcasting technology 128
Internet applications 17±21
work¯ow status 146±8
convergence devices 233
copper pair infrastructure 58
copyright 148±9, 190
corporate applications 159±62
corporate users 164±5
CoS see Class of Service
cost estimates 191, 192
crisis management 160
cryptography 137
customers, attraction 41, 222

D
DAB compression 63
see also digital audio broadcasting
data broadcast, de®nition of 31
data carousel, de®nition 95
data consistency 88
data services, support choice 67±8
data streaming
applications 111±12, 114±16
bandwidth 113±14
Index 261

broadcast management 117

co-existing services 115
cost advantage 115
granularity 112±13
open view architecture 114±15
database search 235
database synchronisation 41, 222
de-regulation 17
decision making role 153
decryption 138
delivery
cached content 84±95
package delivery 95±105
package delivery topology 105
software 211±12
time-critical content 83
delivery service protocols 46±8
demographics 186
design speci®cation 192±5
Deutsche Telekom 61
digital audio broadcasting (DAB)
analogue broadcast comparison 62
development 62±3
FM/AM comparison 63
standards for 62±3
digital garbage collection see cache management
digital money 98
digital platforms 128
digital shopping cart 126
Digital Subscriber Line (DSL/xDSL), types 58
Digital Subscriber Loop modems 58
Digital Terrestrial path 60±3
disintermediation 219
dispatch 86
distance leanring 204, 245
distribution, satellite systems 69±70
distribution research 184
distributors 36±9
Domain Name Service 49
domain names 88, 143
drivers 16±18, 218±41
see also growth drivers
DSL/xDSL see Digital Subscriber Line
dummy-run 189
262 Index

DVB Multimedia Home Platform 61±2

DVB standard 61±2

E
e-commerce 127, 186
advantages 230, 232
Internet comparison 235±7
providers 230±8
early adopters 220, 238±40
ecosystem 130±1
see also technology framework
data broadcasting 35±6, 37
EDGE see Enhanced Data in the GSM Environment
editorial issues, multi-channel network operation 203±7
education 218±19, 239
electronic broadcast media
diversity 21±3
history 2±14
electronic distribution, physical comparison 43
electronic market places 30, 237
electronic tutorial 207
embedding 23±4, 148
enablement 121
enablers 35±8, 220±5
commercial 223±5
technological 221±2
encryption 133, 135±8
end user behaviour comparison 119
end-users 80
Enhanced Data in the GSM Environment (EDGE) 65
ENIAC 246
error correction, digital 44
Ethernet 53±4
Ethernet standards 77
European Union 17
Eutelsat 7
Ewald, Frank 147
exploration role 152
extensibility 122
eXtensible Mark-up Language (XML) 122
Extranet applications 157, 158, 163

F
FANs see Focused Af®nity Networks
Index 263

feed-handlers 116±17
®bre optics 59
®le reception layer 87
File Transfer Protocol (FTP) 45
®rst mover advantage 12, 224
¯exibility 149±50
focus groups 188
Focused Af®nity Networks (FANS) 158, 163, 183, 186±7, 188
formats, data broadcast 81±129
FTP see File Transfer Protocol
functionality 133±5, 199
functionality speci®cation 196±7
future perspective 246±54

G
gallium arsenide technology 9
games 152
Internet distribution 169
GATT/WTO 17
General Packet Radio Service (GPRS) 64
geostationary satellites 5, 6, 6, 7, 69
Gilder's Law 16
Global System for Mobile Communications (GSM) 64
glossary 246±54
Goddard, Profesor Robert 1
GPRS see General Packet Radio Service
granularity, data streams 112±13
graphical planning tools 140
Grove, Andrew S. 34
growth drivers, Internet 16±20
growth phase 220, 240±1
GSM see Global System for Mobile Communications
guaranteed delivery 82

H
hand-held devices, Bluetooth enabled 74±5
hardware independence 150
HDTV see Higher De®nition TV
headsets, Bluetooth enabled 75
Hermes satellite 8
High Speed Circuit Switched Data (HSCSD) 64
Higher De®nition TV (HDTV) 55
`Home Entertainment Networks' 70±2, 79
home networking standards 72
264 Index

Bluetooth 72±6
HomeRF 72, 77±8
IEEE 802.11 72, 76±7
IrDA 72, 78
Home RF Working Group 77
HomeRF 72, 77±8
HSCSD see High speed Circuit Switched Data
HTML embedding 108
HTML viewers 92
HyperText Transfer Protocol (HTTP) 45

I
ICC see Intelligent Channel Compiler
IEEE 802.11 standard 72, 76±7
incident/RFD handling 212
information 218±19, 230, 239
information channel operations, broadcast guide 205±7
information retrieval 190
information technology (IT)
corporate applications 159±62
Internet growth 16±20
transportation vehicle 53±5
Infrared Data Association 78
innovation 21±2
Institute of Electrical and Electronics Engineers, Inc. (IEEE) 76, 77
Intelligent Channel Compiler (ICC) 149
intelligent content compiler 198
intelligent content compiling 88±93, 134±5, 149±50
Intelsat 6
interactive services 244
interdependent technologies 11
Internet 14, 124±9
see also Internet Protocol
advertising 231±2
auto-triggered 168±9
automated searches 126
bandwidth issues 24±6
Bluetooth technology 72±6
broadcast, converged medium 125
broadcast linking 124±9
corporate applications 159±62
development 16±30
e-commerce comparison 235±7
future 20±4
Index 265

games distribution 169

growth 16±20
interactive environment 171±2
origin 15±16
portal, de®nition 239
sales cycle 226±7
software distribution 169
time-line 27±30
Internet browsers 87
Internet layer 125
Internet Protocol (IP) 45±8
addresses 49
delivery services 46±8
delivery types 45±6
IP Multicast 50±3
network 49
TV options 55±6
Internet Push 53
Internet Relay Chat Protocol (IRCP) 46
interviews 184, 188
Intranet applications 157, 158±9
intranet/extranet FAN solutions 187
IP see Internet Protocol
IRCP see Internet Relay Chat Protocol
IrDA 72, 78

J
`jelly-beans' 21

K
Killer-applications 214, 215
kiosk applications 161
Krugman, Paul 19

L
LANs see Local Area Networks
`last mile' 56±8
current technologies 58±78
launch, proof-of-concept 189
learning opportunities 153
licenses, cost 68
limited preview 98
live broadcast 236
live drama events 152
266 Index

live feed pre-emption 110±11

LMDS see Local Multipoint Distribution Service
Local Area Networks (LANs) 54
Bluetooth network 76±7
standards, wireless LANs 78±9
local content insertion 93
Local Multipoint Distribution Service (LMDS) 61
Lovebug virus 30
low orbit satellites (LEOs) 69

M
MAC see media access control
management/tracking software 145±9
manual negative acknowledgement (MNAK) 102
Marconi, Guglielmo 3
market players 223
market research 183±5
market segmentation 41
marketing control, channel network 216±17
marketing strategy 179, 188
mature phase 240±1
Mbone see Multicast Backbone
media access control address 54
Media Aggregation Centres 195, 196, 209
Media Aggregators 189, 224±5
media companies 223±4
media modules 176
see also multimedia
Media Object tracking 216
Media Object Tracking System 198
Media Object Tracking System (MOTS) 145±9
media opportunities
advertising 173±4
consumer applications 166±73
experiences review 151±3
generic bene®ts 153±6
plan 225, 228
professional applications 157±65
medium orbit satellites (MEOs) 69
Melissa virus 29
messaging 67
metatags, de®nition 92
Metcalf, Robert 76
Metcalfe's Law 18±19
Index 267

microwave antennas 9, 61
Mind Children (Moravec) 25
missing data need 204
MNAK see manual negative acknowledgement
mobile devices 64
Bluetooth accessability 74±5
e-commerce 237
future perspective 246±54
mobile phone devices
broadband delivery 64, 68, 71
data congestion 69
data-enabled 30
licenses cost 68
migration paths 67±70
satellite distribution 69±70
transmission network structures 66±9
modems, handshake system 141±2
module ®lters 86
Moore's Law 16
Moravec, Hans D. 25
Mosaic 16, 27
`Mosaic Computer Corp' 28
MOTS see Media Object Tracking System
Moving Picture Experts Group (MPEG) 33, 55
alternative standards 56
MPEG see Moving Picture Experts Group
multi-channel network operation
commercial issues 213±17
editorial issues 203±7
technical issues 207±12
Multicast Backbone 51
multimedia distribution 48
multimedia tours 236
Music Choice 127±9
Music Choice Europe 33

N
NAK see negative acknowledgement
NASA 5
National Science Foundation 16
navigation, design element 195
negative acknowledgement messages (NAK) 101, 102±3
Netscape 28
`network effect' 18±19
268 Index

see also Metcalfe's Law

Network Interface Card 54
Network Operation Centres (NOC) 209
networks
see also multi-channel network operation
administration 132±3
independence 150
operators 220
professional applications 157±66
news channels 92
news wires 112
Nielsen Media Research 228, 233±5
NOC see Network Operation Centres
NOKIA 28
Norretranders, Tor 25±6
Northhead, Alfred White 175
noti®cation receipt policies 100±1
NTT DoCoMo, Japan 30

O
object oriented video 248
object tracking 134±5, 145±9
OECD countries 4
of®ce equipment, Bluetooth enabled 75
Ohnemus, Peter 146±7
on-line music services 127
Open Skies policy 8
open standards for home entertainment networks 79
operator experience, mobiles 65
overnight transmission 41 see database synchronisation

P
package delivery 84
applications 96
billing models 97±8
broadcaster requirements 105±6
elapsed time 105
last resort transmission 101±2
noti®cation receipt policies 100±1
reliability 99±100
scheduling 104±5
topology 103
usage tracking 96±7
package receiver, best effort receiver comparison 99
Index 269

package reception 99±104

package viewers 103±4
packet switching
disadvantages 45
¯exibility 44
packets of content 44
PAD see Programme Associated Data
PAN see Personal Area Network
PanAmSat consortium 7
partial acknowledgement approach 101
pay-per-usage 97
PC see see personal computer
pension fund investment 20
Personal Area Network (PAN), Bluetooth advantages 73
personal computers, design intelligence 72
personalisation systems 120
personnel 181
phonebooks, bluetooth application 74
physical distribution, electronic comparison 43
physical mail distribution 42±4
planning
multi-channel schedule 203±5
satellite replacement 209
platform functionality 130±5
point-to-multipoint
communication 31, 32, 52
distribution, comparisons 52
point-to-point communication 31±2, 52
product development phases 20
product presentation 236
products vs features 23
professional applications 157±65
Programme Associated Data (PAD) 63
Programme Guide Announcements 197
proof of performance 229
proof of platform 231±2
proprietary software 176
protocol stack 44
public key cryptograph 137

Q
Quality of Service (QoS) 48, 53, 54
de®nition 23
270 Index

R
radio 3, 83
radio transmission, two types 77
RAND Corporation 15, 27
real time content 192
real-time data streaming see data streaming
Real-Time Transport Protocol (RTP) 46
receivers 36±40
reference groups 181
release 202
reliability, de®nition 100
reliable ®le transfer see package delivery
reporting 134±5, 144±5
requests for development (RFD) 212
research methods 184, 188
retain list, cache management 89
Reuters 224
RFD handling 212
roaming 143
Routing Internet Protocol (RIP) 50
RTP see Real-Time Transport Protocol

S
sales cycle 225, 226
Sarnoff, David 42
satellite based channels, redistribution 10
satellite-cable growth cycle 11
satellites 132, 244
development 4±9
e-commerce 237
lifetime expectation 209
services 8
scalability, data broadcast advantages 154±5
scatter market 229
scheduling
audio visual streaming 110±11
booking management 137±43
cached content 93±4
data streaming 115±17
multi-channel 203±5
non-constant data rate 116
scheduling tools 140
transmission chains 142
security 136±7
Index 271

segmentation 185, 188, 222

selection 230
senders 35±8
SES consortium 8
SGML see Standard General Mark-up Language
Shared Wireless Access Protocol see Home RF
shut up messages 103
sign-off 201±2
simple key cryptography 137
Simple Mail Transfer Protocol (SMTP) 46
simultaneous audiences 13
Smartcard systems 98
SMS see Subscription Management System
SMTP see Simple Mail Transfer Protocol
software
deployment 210±12
development 197±8
installation alternatives 211±12
Internet distribution 169
proprietary 176
sound channel portfolio 213, 214
space stations 5
speci®cations, destinations 48
speed factor
consumer application 168
data broadcasting 153, 156
Sputnik satellite 5
Standard General Mark-up Language (SGML) 122
static content 192
Stedet som ikke er (The Place that Isn't) (Norretranders) 25±6
STELLA 15
Stock Exchange 91, 108, 112±13, 116, 192, 222
`strategic in¯ection' 34
streaming option 205
subscription management 216
Subscription Management System (SMS) 133, 136, 188, 196
subscription software 244
supply mapping 184
surveillance activity 152
system integrators 131, 240

T
tag concept 92
target group research 185±8
272 Index

Team setting 179±81

technology framework
delivery 45±8
destination aspects 50±6
moving packages 42±5
physical path options 56±80
technical position 31±5
telephone bandwidth 141
Teletext 205
television 83, 139, 175±7
see also TV transportation
advertising 231±2
development 3±13
empires, emergence 12
future perspective 243
programme guides 117
sales cycle 226±7
`Telnet'46
terminal emulation 46
test channel advice 207
The Fantastic Corporation 146±7, 233
thinning 110
three-dimensional models 244
three-dimensional video 247
Ticoil, David 245
`TMT' sector 29
training, corporate requirements 162±4
transmission chains 142±3
transmission control protocols (TCP) 31, 46±8
transmitters 67±9
transport stream, DVB 62
transportation
mobile phones output 47
physical distribution networks 56±63
TCP/IP 46
Travel Choice 177
trend information 115
try-and-buy, buy model 97
TV transportation
analogue 55
cable 59±60
digital 55±6, 60
Tvede, Lars 147
twisted pair see copper wire
Index 273

U
UDP see User Datagram Protocol
unicast
de®nition 50
problem with 51
unique media bene®ts 154±6
upgrades, software 212
usage tracking 96±7
User Datagram Protocol (UDP) 47
user subscriptions 121
user testing 199±201
user-friendly navigation 118±21

V
value chain 36±41, 135, 219±21
organization process 36
value creation 218±22
value drivers, mature market 240±1
value-added services 222
provision 41
van Dam, Andy 27
Vertical Blanking Interval (VBI) 55
Very Small Aperture Terminal (VSAT) 70
video, three dimension forecast 244, 247
video-clips, streaming vs ®le transfer option 205
viewer response 233±5
virtual sport 244
viruses 29, 30
vision, de®nition 182
VSAT see Very Small Aperture Terminal

W
`walled garden', interactive example 34
walled garden layer 124
wallet based approach 98
WAN see Wide Area Network
watermarking 148±9
weather channel 193
weather data 112
web based content 82, 93
web-crawlers, de®nition 94
Whitehouse, Clay 8
Wide Area Network (WAN) 54±5
Winsock 150
274 Index

`wireless cable' 60
wireless LANs, standards comparison 78±9
Wireless World 4
wireline infrastructure 58±9
work¯ow management 145±8
WWW (world wide web) origins 27, 28

X
xDSL see Digital Subscriber Line
XML see eXtensible Mark-up Language
 Data Broadcasting: Merging Digital Broadcasting with the Internet, Revised Edition
Lars Tvede, Peter Pircher, Jens Bodenkamp
Copyright q 2001 John Wiley & Sons Ltd
ISBNs: 0-471-48560-8 (Paper); 0-470-84189-3 (Electronic)

1. The Evolution of Broadcasting

``Professor Goddard does not know the relation between action and
reaction and the need to have something better than a vacuum
against which to react. He seems to lack the basic knowledge ladled
out daily in high schools.''

1921 New York Times editorial about Robert Goddard's

revolutionary rocket work

This book is about a new business and technology called ``data broad-
casting''. Data broadcasting is a concept whereby:
² A combination of video, audio, software programs, streaming data, or
other digital/multimedia content¼

² ¼is transmitted continuously to intelligent devices such as PCs, digi-

tal set top boxes and hand-held devices¼

² ¼where it can be manipulated.

The broadcast concept means that although a return path might be avail-
able, it is not required. Content is received without being requested.

Data broadcasting is extremely user friendly and is suitable both for the
work/study situation (``2-ft media''), when we travel (``mobile media'')
and for the living room (``10-ft media''). In bringing broadcasting and the
Internet together data broadcasting provides web content, live video,
surround sound music, etc. ± combined together, all on one device.

There are many services and applications that can be operated within a
data broadcasting system. It can be used for background routing of large e-
mails, fast delivery of content to Internet Service Providers and for a new
and very powerful way of videoconferencing in corporations. Another
2 Data Broadcasting: Merging Digital Broadcasting with the Internet

data broadcasting concept is that of a ``channel'': a constantly updating

media experience that combines rich broadcast with interaction. Such a
``channel'' need not be con®ned to single media; it can have streams of
video in one part of a screen and interactive content of any sort in other
parts, and can provide the ultimate electronic entertainment. Data broad-
casting can also provide a range of other experiences, like virtual univer-
sities, powerful corporate presentations, etc.

Data broadcasting did not just come out of the blue ± it is the natural next
step in the evolution of broadcasting as this world moves from analogue to
digital. To understand why this is so, it is perhaps useful to go back a bit in
time and to get the context of how broadcast media actually developed.

1.1 THE CONCEPTION OF ELECTRONIC BROADCAST

MEDIA

The world has seen a number of successful new electronic media being
born over time, and each of these new media have tended to go through a
number of rather similar phases. A new medium, begins as innovators
demonstrate the ability to get the basic technology to work.
``There is a hole through! It's transmitting!
It's the beginning of a new era!''
This is the technical beginning. But then, perhaps to the innovators'
surprise, follows a period when nothing much happens. Nothing until
someone ®nally raises suf®cient funds to launch the related applications
and services commercially. That is the commercial beginning.

While the ®rst media experience the technology offers represents a tech-
nical breakthrough, it is often not very exciting from a user perspective, as
the tendency in the initial delivery is largely, well, just more of the same ±
the delivery of content made for previous media, now just delivered in a
new way. For instance, when the radio was invented it was initially largely
used for reading books aloud. The ®rst content for television was often
theatre pieces. The Internet was ®rst used to transmit plain text in the form
of e-mails.
This early technical phase represents an experimentation with the new
technology until the commercial models fall into place and talented media
people join the scene and implement the real opportunities of the new
The Evolution of Broadcasting 3

technology. Only then can this medium take off. This is the beginning of a
new medium, and with this the real business.

1.1.1 Something in the Air

The ®rst electronic medium to reach mainstream was the radio. The man
who initiated it was an Italian by the name of Guglielmo Marconi (1874±
1937), who in 1899 transmitted the ®rst radio signal across the English
Channel to France.

In the early 1920s, the British government provided licences to some

6,000 specialists experimenting with radio. These early adopters were
playing with the new equipment not because of the programming avail-
able (there wasn't any), but because they were fascinated by the technol-
ogy. The next phase began in 1922 when several manufacturers of radio
equipment approached the British government suggesting that they should
found a broadcasting company. By then the technology had been thor-
oughly tested, it worked well, and it was time to utilise it for the bene®t of
the general public. The six largest manufacturers co-operated to set up the
British Broadcasting Company (BBC) which started transmitting
programmes regularly in November 1922.

The venture was a huge success, and it was also an early indication of the
potential commercial power of electronic broadcasting concepts. Within a
year, several hundred thousand listeners were tuning into the BBC.
Surprised at the overwhelming success of this new medium the govern-
ment bought out the initial shareholders, and it was not long before the
BBC had established itself as a leading global broadcasting organisation.

Meanwhile, in a commercial environment very different from the British,

radio broadcasting was spreading fast and sure throughout the USA. The
United States, having minimal regulation, created a very diverse and
dynamic environment for radio to expand and evolve within. Radio
became a patchwork of channels broadcasting entertainment of a very
wide variety ± from the best to the worst.

1.1.2 The Beginning of Television

The next big wave was television. In 1926, a Scotsman, John Logie Baird,
introduced the world's ®rst ``televisor'', and the British were again ®rst to
4 Data Broadcasting: Merging Digital Broadcasting with the Internet

implement the medium. In 1929, the BBC sent out the ®rst test signals on
medium wavelength, and in 1936 they set up the world's ®rst television
service. In the years that followed most governments in the world
launched national television channels. However, the sales of television
sets did not take off until after World War II.

In 1970 the number of television sets had reached almost 300 million, and
it kept growing. Until the 1980s television was largely con®ned to the
OECD countries and the Soviet Union, but since then, penetration in other
areas of the world (mainly China) has been increasing rapidly. The growth
within the last few years was partly driven by the introduction of satellite
technology.

1.1.3 The Age of Satellites

The story of satellites for television starts quite a few years before its ®rst
technical implementation. Back in the 1940s, a science ®ction writer had
already come up with a very interesting idea. In an article published in the
magazine Wireless World (``Extra Terrestrial Relays''), Arthur C. Clarke
stated what many people knew:
``A rocket which achieved a suf®ciently great speed in ¯ight outside
the earth's atmosphere would never return. This `orbital' velocity is
8 km/s (5 miles/s), and a rocket which attained it would become an
arti®cial satellite, circling the world forever with no expenditure of
power ± a second moon, in fact.''
So you could send a satellite into orbit, and it would automatically stay up
there, simply circling around. Clarke continued from this basic observa-
tion:
``There are an in®nite number of possible stable orbits, circular and
elliptical, in which a rocket would remain if the initial conditions
were correct. The velocity of 8 km/s applies only to the closest
possible orbit, one just outside the atmosphere, and the period of
revolution would be about 90 min. As the radius of the orbit
increases the velocity decreases, since gravity is diminishing and
less centrifugal force is needed to balance it.''
This was still all standard physics. But now he described his new idea:

``It will be observed that one orbit, with a radius of 42,000 km, has a
The Evolution of Broadcasting 5

period of exactly 24 h. A body in such an orbit, if its plane coincided

with that of the earth's equator, would revolve with the earth and
would thus be stationary above the same spot on the planet. It would
remain ®xed in the sky of a whole hemisphere and unlike all other
heavenly bodies would neither rise nor set. A body in a smaller orbit
would revolve more quickly than the earth and so would rise in the
west, as indeed happens with the inner moon of Mars. Using mate-
rial ferried up by rockets, it would be possible to construct a `space-
station' in such an orbit.''
But what would such a space station be used for? Here is what he
proposed:

``Let us now suppose that such a station were built in this orbit. It
could be provided with receiving and transmitting equipment (the
problem of power will be discussed later) and could act as a repeater
to relay transmissions between any two points on the hemisphere
beneath, using any frequency which will penetrate the ionosphere¼
A single station could only provide coverage to half the globe, and
for a world service three would be required, though more could be
readily utilised.''
So what Clarke explained was how his space station would act as an
antenna for telecommunication to satellite dishes, thus overcoming the
traditional problem connected with Earth-based antennas: the curvature of
the Earth.

Clarke's vision was only science ®ction. But then in 1957 Americans were
shocked to learn that the Soviet Union had launched the ®rst Sputnik
rocket. This was the beginning of the satellite race, as the USA and the
Soviet Union each invested enormous resources in research, both fearing
the other party would gain a decisive military lead.
In 1962, NASA sent the world's ®rst communications satellite into orbit.
As the satellite moved above the surface of the Earth, it transmitted
pictures from NASA's control centre in Maine, a greeting from the UK,
and live pictures of Yves Montand singing in France. However, each
control station was able to connect to the control centre only for a short
moment as the satellite moved in and out of range.

Clarke's calculations of the correct orbit for geostationary satellites were

not exactly correct (the correct distance is approximately 36,000 km), and
his estimate for the dish sizes needed for receivers (``1 ft'') were opti-
6 Data Broadcasting: Merging Digital Broadcasting with the Internet

Figure 1.1 Arthur C. Clarke's idea. Arthur C. Clarke was the ®rst person to understand
the potential of using geostationary satellites for telecommunication

mistic when compared to what was initially possible (5 m). But the vision
was correct. As history has shown the market developed rapidly, and
probably much faster than he had imagined. One of the prerequisites for
this dynamic new market was the founding by a number of governments
of the Intelsat consortium in 1964 (Figure 1.1).

The purpose of Intelsat was to co-ordinate the development of interna-

tional satellite networks. One of the tasks of the organisation was to
allocate space in what is now known as the ``Clarke Ring''; the ``geosta-
tionary'' path 36,000 km above the Equator. Intelsat's satellite services
ranged from telephone calls to data transmission. By the 1970s more than
100 nations had joined Intelsat, and soon over 70% of the world's inter-
national telecommunications passed through Intelsat's network. Another
The Evolution of Broadcasting 7

major satellite consortium was Eutelsat, which was owned by the

European PTTs.
These two consortia initially dominated the entire satellite markets. They
represented governments and public institutions and it was therefore
important to them that satellites did not compete with terrestrial telephone
lines. Consequently, Intelsat's and Eutelsat's satellites were not intended
or designed for people to receive data direct into their homes (which
would have competed with local telco lines). The ®rst satellites were
primarily used either for military purposes or for transmitting long-
distance telephone conversations between different telco networks. In
the mid-1970s, receiver stations for receiving signals from Intelsat satel-
lites, i.e. ``down-links'', had to be 5 m in diameter.

1.1.3.1 Satellite Operators

Gradually with the deregulation of the telecom industry, the geostationary

satellites found use for new commercial applications, and private compa-
nies were able to obtain access to capacity (``transponders'') through
``operators''. Operators were essentially middlemen who bought satellite
capacity and resold or used it for different purposes. Negotiating with the
PTT-owned satellite operators tended to be dif®cult, partly due to bureau-
cracy within the complex ownership structure, and also because the PTTs
wished to maintain their monopoly position with respect to terrestrial
communications. The most dif®cult negotiations were probably those
with Intelsat, as they involved all the countries in the consortium. PanAm-
Sat, on the other hand, was an early example of the reverse situation: a
company thinking along commercial lines, and ready to move quickly.
PanAmSat was launched in 1988, after years of court battles and disputes.
Another obstacle in the satellite market was the need to get permission to
install hardware (satellite dish) at each individual end-user. In Europe the
European Community removed that barrier in 1990. However, it still
exists in some parts of the world even though the global trend is towards
increased liberalisation.

A ®nal hurdle was related to the broadcasting of data. In order to get

broadcast permissions the new satellite companies had to accept some
limitations. A typical restriction was that they had to agree not to offer
data services, essentially so that the telecoms market would remain
protected from competition.
8 Data Broadcasting: Merging Digital Broadcasting with the Internet

However, with advances in technology and mounting pressure from

governments and private companies restrictions on data transmission
have rapidly been reduced. An important change took place in the USA
under the Nixon administration. A commission headed by Clay White-
head was set up to design a new policy for the utilisation of satellite
communications. The result of the commission's work was the so-called
``Open Skies'' policy allowing privately owned businesses to obtain
permission to launch satellites for private purposes, which, of course,
they immediately started doing. Soon the Clarke Ring was full of satellites
supplying everything from telephone calls to home banking to TV
programmes. However, the signals were still not direct-to-home
(``DTH''), as the average satellite dish required to receive signals was
over 2 m in diameter. Yet in 1976 a satellite was launched for transmission
of TV direct to private homes. It was Canadian and its name was
``Hermes''.
In 1982, 6 years later, the same process started in Europe, and in Decem-
ber 1988 a very important European TV satellite, Astra 1A, was put into
orbit. A private consortium, ``SES'', owned Astra. The up-link was estab-
lished in Luxembourg where legislation was very liberal. To acquire the
right to up-link, SES had to convince Intelsat and Eutelsat that Astra
would cause no ``technical and economic harm'' to them.

1.1.3.2 Typical Private and Public Satellite Services

With a greater number of satellites and with falling unit prices, the satel-
lite business started to move forward very quickly and a commercial
market structure soon evolved, as satellites were able to perform a
wider range of commercial services. The most important ones of these
were:
² Broadcasting of data and video. Broadcasting of data and video was
effected as point-to-multipoint communication, where either the
receiver station could be large dishes in ``hubs'' (data centres) from
where the signal was re-transmitted, or the signal could be broadcast
direct-to-home or via cable.
² Switched data systems. Switched data systems were networks of inter-
active Earth stations, all of which were able to communicate with any
one of the other stations. The name ``switch'' makes one think of a
switchboard, which was basically the underlying concept (the signal
The Evolution of Broadcasting 9

could be freely directed from one recipient to another). Switched data

systems could be con®gured either in a ``meshed'' arrangement with
all stations acting as up-links (transmitting to the satellite), or in a
``star'' con®guration with stations linked by cable to a joint up-link
station which handled broadcasting centrally.

² Emergency back-up systems. Back-up systems were security systems,

which took over when cable networks broke down.

² Very Small Aperture Terminals (VSAT). This technology involved

very small receiver stations, which could be mounted virtually on
any building.
VSAT was dependent on the gallium arsenide technology introduced in
down-links in the mid-1980s (this technology contributed to a 90% price
reduction, while the requirements in respect of dish size at the same time
decreased considerably).

1.1.4 The Beginning of Cable

One of the more surprising side effects of the development in the satellite
market in the USA was that it stimulated the expansion of its own alter-
native: cable networks. In 1948 the American authorities stopped issuing
new TV licences to prevent the limited airspace from being ®lled with
national channels instead of local ones. As a result, many areas were not
able to receive TV as soon as they had hoped and manufacturers were
unable to sell their TV sets rapidly enough. This stimulated the expansion
of cable networks, or ``Community Antenna Television'' (CATV). Trans-
mission via cable had the bene®t of not interfering with the limited
frequency capacity in the air, and this was thus an ideal way to overcome
the problem. These ®rst cable networks had the sole purpose of offering
TV to areas which, owing to their location, were unable to catch the
national TV programmes by means of ordinary microwave antennas.
Often the users could see the central receiver antenna on a nearby hilltop.
A family typically ran these ``mom-and-pop'' operations with the
patience to get up at regular intervals to ®nd out why the network was
not working in some location or other. The cable phenomenon gained
somewhat of a reputation for being ``some strange wires stuck together
with chewing gum.''
When the restrictions were lifted in 1952, the authorities believed that the
further expansion of cable networks would come to an end, but this was
10 Data Broadcasting: Merging Digital Broadcasting with the Internet

Table 1.1 Milestones in the opening up of the American commercial

TV market
1972 Open Skies policy adopted
1975 First pay-TV service delivered via satellite
1979 Satellite receive-only down-links deregulated
1980±81 Cable TV distant signal limitations lifted
1982 DBS satellites authorised

not to be the case at all. Cable networks had at that time already taken root
in the foothills of rural America, having reached critical mass, and they
were now ready for continued growth.

In the mid-1960s cable networks expanded beyond the rural areas and
were laid down in more and more urban areas. The operators of these
networks were typically more commercially oriented, better ®nanced and
more professional. The ®rst American cable operators running multiple
networks now appeared on the scene (Table 1.1).
When cable reached the suburbs it meant access not only to an additional
audience, but also to an audience with much higher average purchasing
power and who were often opinion makers, and to an audience that were
cheaper to serve because they lived closer together. This allowed for a
much greater commercial potential.

One way to meet this new potential was to redistribute satellite-based

channels. Initially the ®rst cable networks had redistributed terrestrial
television only, but now they could add television channels that they
received via satellite. An increasing number of cable operators now
began to send professional door-to-door salesmen to private households
to entice people to take out subscriptions for cable connections. Suddenly
people could get access to as many as 30 TV channels!
This was also where the problem known as ``churning'' was ®rst
observed. Cable customers were often referred to as ``the forgotten custo-
mers''. Once they had taken out a subscription they heard no more from
the sales department, and consequently many of them were soon cancel-
ling their subscriptions.

In 1986 there were 44 million cable subscribers in the USA. Typically a

The Evolution of Broadcasting 11

Figure 1.2 The satellite±cable growth cycle. The diagram above shows a typical exam-
ple of inter-dependent technologies that stimulate each other

subscriber would pay US$ 2±5 a month for 12 TV channels. Customers

willing to pay US$ 10±15 a month could get access to some 36±54 chan-
nels, and special pay-channels typically cost US$ 10 a month. The instal-
lation of cable networks was either free or would cost approximately US$
25.

Interestingly, the tremendous success of cable was contrary to the plans

and expectations of the authorities, which had not expected people to be
willing to pay for a cable connection when they could get TV free with an
ordinary antenna (Figure 1.2).

Although cable was originally an alternative to satellite delivery, the two

technologies actually converged and became more and more interdepen-
dent:
² Satellites delivered channels to cable networks thus ensuring that
many cable networks across borders had access to the same channels.

² The increasing cable distribution potential made it commercially

feasible for media companies to create new channels.
12 Data Broadcasting: Merging Digital Broadcasting with the Internet

² New channels enticed people to buy more television sets.

² New television sets increased the demand for satellite, cable and
channels.
This was an early example of how technical convergence in electronic
media and delivery could stimulate an increased diversity in the content
offered.
1.1.4.1 Growth of Cable in Europe

While Europe had pioneered both radio and television, it was behind when
it came to the introduction of cable TV. In the UK the so-called ``Annea
Report'' had dismissed cable in a few paragraphs, calling it a ``ravenous
parasite'' that should be con®ned to the roles of broadcasting relay and
local community service. When the Conservative government took of®ce
in 1979, this view was altered, and in 1980 the Home Secretary authorised
pay-TV experiments in various areas.

For many years the cable industry in continental Europe was also a rather
sleepy affair. It was only in the 1980s that things began to change as cable
penetration in Benelux, Germany and Scandinavia approached or even
exceeded the American level.

1.1.5 The Emergence of Large TV Empires

The development of cable television had a major strategic implication:

with the ability for continuous additions to the number of channels deli-
verable to each household it opened the market for more segmented media
approaches. Some time after cable TV took off in the USA under the
leadership of traditional television networks, for example CBS, NBC,
and ABC, private TV empires started to develop their own niche market
segments, such as news, children's programming, sports, weather, etc.
The pioneers of each segment tended to obtain the dominant position in
the respective market segment and thus became extremely dif®cult to
challenge after a while, as even very small entrepreneurial start-ups like
CNN, MTV and MBO were able to develop into large TV empires. This
phenomenon was a typical example of so-called ``®rst-mover advantage''
in electronic broadcasting.
Another Random Scribd Document
with Unrelated Content
The messenger excusing himself by ignorance, departed to Wyat with
answer: and, soon after, returned to the Sheriff; under whom he
served the Queen very faithfully.

The Sheriff being made privy, as ye have heard, by Wyat to his

traitorous pretence the night before he stirred; and wanting no good
will, as it should seem, with the help of the Lord Abergavenny who was
as forward as he, to have resisted the reading of Wyat's Proclamation
at Maidstone the day following and to disperse his force, sent for
Gentlemen and yeomen in all haste to that end.
But before he could gather Power meet to attempt the repressing of
such a force (sundry of his neighbours of greatest possessions, and
towns most populous, which should have been his chief aid, being
contrary bent), Wyat accompanied with a force well armed and
weaponed marched to Rochester the same Thursday [25th January
1554]; Harper and others meeting him in the way. Where fortifying the
east parts of the town, and breaking up the bridge towards the west;
he abode the coming of his appointed strength: suffering all
passengers to pass quietly through the town, to London, or to the sea;
taking nothing from them but only their weapons.
And being the Friday [26th January] all day at Rochester, and not
hearing from Isley, the town of Tonbridge, and other his conjurates of
the west part of the Shire; he addressed an earnest letter the
Saturday morning [27th January] to Isley, the Knevets, and others, with
the town of Tonbridge, requiring them to accelerate their coming unto
him.
According whereunto Isley, the Knevets, with The rifling of Sir Henry
others, being newly returned from Penshurst Sidney his armour.
(where they rifled Sir Henry Sidney [of] his armour;
he being attendant upon the Queen's Highness as a faithful subject),
perceiving Wyat to long for their coming, resolved to observe their
promise and march forwards that night towards Wyat.
But understanding that the Lord Abergavenny, the Sheriff, and George
Clarke had now gathered a force, and were prest to encounter them:
first ere they departed out of the town, they thought it good by some
kind of Proclamation, to alienate the people's hearts from them; as
they did in the manner following:

The copy of the Proclamation made at Tonbridge,

by Sir Henry Isley, Antony Knevet
and his brother, with others.

Ou shall understand that Henry [Neville] Lord Abergavenny,

Robert Southwell Knight, George Clarke Gentleman, have most
traitorously, to the disturbance of the common wealth, stirred
and raised up the Queen's most loving subjects of this realm to defend
the most wicked and devilish enterprise of certain of the wicked and
perverse Councillors, to the utter confusion of this her Grace's realm,
and the perpetual servitude of all the Queen's most loving subjects. In
consideration whereof, we Sir Thomas Wyat Knight, Sir George Harper
Knight, Sir Henry Isley Knight, Antony Knevet Esquire, with all the
faithful Gentlemen of Kent and trusty commons of the same, do
pronounce the said Henry Lord Abergavenny, Robert Southwell and
George Clarke Gentleman, to be traitors to GOD, the Crown, and the
common wealth.
This done, with all speed calling their company together by noise of
drums, and leaving their direct way to Rochester, for that they would
not come under the wing of the Lord Abergavenny and the Sheriff, they
marched that night [27th January] to Sevenoaks. Taking order with
such as were left behind in the town [of Tonbridge], that they should
be in a readiness to come whensoever they should be sent for by
Wyat; and that by no ways they should believe any tales. "For," quod
they, "the Council will now send abroad flying lies and tales to discredit
us and discomfort you: for it is their policy."
Antony Knevet, after he was lept to his horse, took one by the hand,
and said, "Fare you well. And if you hap to hear that I am taken, never
believe it: for undoubtedly I will either die in the field or achieve my
purpose." But within four and twenty hours he brake his promise, and
ran away no faster than his legs could carry him.

Well, I shall now leave them marching to The Herald's coming to

Sevenoaks; and return to Wyat at Rochester. This Rochester.
present Saturday [27th January] came unto him
from the Queen's Highness a Herald and a trumpeter.
Wyat, at the sound of the trumpet, came to the bridge, where the
Herald was with his coat armour carrying the Arms of England on his
back. But Wyat, without using any reverence to him either for his coat
or office, would not suffer him to come into the town to declare his
message; and [the Herald] pressing to come in, he offered to strike
him: whereupon the Herald stayed and did his message there, so that
only Wyat with a few with him heard it. Which, as men could gather by
the report of them that heard it, was promise of pardon to as many as
would retire to their houses within four and twenty hours after the
Proclamation, and become good subjects. But Wyat would not suffer
his soldiers in anywise to hear it, nor any other Proclamation coming
from the Queen.
In the mean time also, Sir Thomas Cheyney, Lord The Lord Warden's
Warden, being a most faithful and noble subject, greeting to Wyat.
had sent him such salutations as of honour ought
to be used to a traitor. And being very desirous to be doing with him,
and to prove on his body what in words of greeting he had affirmed,
felt yet by his discretion and long experience great causes of stay. For
Wyat desired nothing more than his coming forth; persuading [himself]
that he wanted no friends about him, nor any others that would take
in hand to repress him with force gathered in that Shire. And,
undoubtedly, doubtful were the hearts of the people, and marvellously
bent to favour Wyat and his purpose; as by daily events appeared.
The Lord Abergavenny and the Sheriff who, the Saturday [27th January]
next after Wyat's stir, were at Malling in the way towards Rochester
(where Wyat lay); having with them a company of well appointed
subjects. In whom notwithstanding for the more part they had good
opinion of trustiness and honesty: yet having the general case of the
people's disposition in their eye; and not without cause suspecting in
their Band, amongst so many faithful and good, some such to be,
upon trust of whose trustless and brittle aid it were no good policy to
adventure far—pondering therewith that this illusion of the people,
whereby they were so far drawn from their right course and duty,
grew chiefly by such crafty and false persuasions as Wyat and his
mates had set forth in sundry parts of the Shire, by way of
Proclamation in writing: wherein, amongst other gross lies they had
set forth also matters of untruth to discredit the Lord Abergavenny and
the Sheriff; as Wyat, in his persuasions, that they would join with him;
and Isley, in his Proclamation that they had traitorously assembled the
Queen's loving subjects against her Grace and the realm.
It seemed unto them very good and necessary to spend some time at
Malling in advising and lessening [lessoning] the multitude; and by
way of exhortation to impugn those traitorous Proclamations, and
refell such gross and false lies therein contained; and finally to
dissuade the people, which, that day being market day, were
assembled to a great number of all sorts, from the traitors and their
attempts.
And accordingly the Sheriff had penned an Exhortation to that
purpose, which was pronounced out of writing in Malling; and sent
after by him into other parts. The hearing whereof did undoubtedly
much move the people, as after shall appear.
I shall report the same in substance truly; howbeit not fully in the
same form and manner as I found it, and as it was penned and
pronounced by the Sheriff: who, in the utterance and setting forth
thereof, spared not to speak plainly and touch sharply, as then the
present time and case employed vehement occasion.
 An Exhortation made by Sir Robert Southwell
Knight, Sheriff of Kent, at Malling, the Satur-
day being the 27th day of January, and
market day there, to a great assembly
of people; refelling and confuting
Wyat and his complices'
traitorous Proclama-
tions. Wyat being
at Rochester,
four miles
distant.

Oving neighbours and friends. Where of late there hath been

most pestilent and traitorous Proclamations, as ye have
heard, set forth by Thomas Wyat, George Harper, Henry Isley,
and others, as most arrant traitors to the Queen and the realm; some
of them the Queen's ancient enemies aforetime, and double traitors:
yet notwithstanding accounting themselves to be the best of the Shire
in their Proclamations; and in the same reputing and pronouncing
others as traitors whom ye can witness to have been, from time to
time, true and faithful subjects to the Queen and this our common
weal, as the Lord Abergavenny here present, myself, and other
Gentlemen now prest and ready with you, according to our duty, to
serve our noble Queen. I shall need to spend the less time to declare
unto you how evil they be, or how evil their enterprise is that they
have taken in hand: forasmuch as this their arrogant presumption and
presumptuous pride in advancing themselves so far from all truth, and
in depraving of others so maliciously for executing their bounden duty,
ought abundantly to persuade what they be, to all of consideration,
without further circumstance.
"But forasmuch as in their Proclamations they fill the ears of the
Queen's liege people with gross and manifest lies to stir them against
her Grace, in the utterance whereof they use this demonstration, "Lo!"
signifying some notable thing near at hand, for credit worthy
impression in their memory, as:—
'Lo, a great number of Strangers be now arrived at Dover in harness
[armour] with harquebusses morians and matchlight.'

"I say unto you, neighbours and friends, upon pain to be torn in pieces
with your hands, that it is untrue; and a manifest lie invented by them
to provoke and irritate the Queen's simple people to join with them in
their traitorous enterprise. And therefore I have perfect hope that you,
being afore time abused with their crafty and deceitful treason, will not
now once again (having experience of their former evil) be trapped,
for any persuasion, in so heinous a snare as this most vile and horrible
crime of treason.
"Do you not see and note that, as in the beginning of the Queen's
most gracious reign, some of them sought to deprive her Grace of her
princely estate and rightful dignity, minding to advance thereunto the
Lady Jane, daughter to the Duke of Suffolk; so are they and others
newly confedered [confederated] with the Duke and his brethren,
being in arms at this present for the same purpose, and daily looking
for aid of these traitors and others of their conspiracy: as by the
Queen's most gracious letters, signed with her own hand, and ready to
be read here, may plainly appear unto you? And will you now
nevertheless aid them any ways, or sit still whilst they go about thus
wrongfully and traitorously to depose their, and our, most gracious
Sovereign Lady and Queen! the comfort of us all! the stay of us all!
the only safeguard of us all! to whom can no displeasure or danger
chance, but the same must double [doubly] redound to all and every
of us!
"No, friends and neighbours, I trust never to live to see you so far
abused. They go about to blear you with matters of Strangers, as
though they should come to overrun you and us also. He seemeth
very blind, and willingly blinded, that will have his sight dimmed with
such a fond [foolish] mist! For if they meant to resist Strangers, as
they mind nothing less: they would then prepare to go to the sea
coasts; and not to the Queen's most royal person, with such a
company in arms and weapon[s].
"Ye can consider, I trust, this noble Gentleman, the Lord Abergavenny
here present, being of an ancient and great parentage, born among
you; and such other Gentlemen as you see here, which be no
strangers unto you; myself also, although a poor Gentleman (who I
trust at no time hath abused you), hath somewhat to lose as well as
they; and would be as loth to be overrun with Strangers as they; if
any such thing were meant. But for that we know most certainly that
there is meant no manner of evil to us by those Strangers; but rather
aid profit and comfort against other strangers, our ancient enemies
[the French]; with whom they, as most arrant and degenerate traitors,
do indeed unkindly and unnaturally join: we, in her Grace's defence,
will spend both life and what we have beside, to the uttermost penny,
against them.
"Well, I can no more now say unto you, but (understanding the
Queen's Highness, as a most merciful Princess, to be once again
determined to pardon as many as, by their traitorous and deceitful
Proclamations and other illusions, were allured to this last treason; so
they repair to their habitations within four and twenty hours after her
Grace's Proclamation read, and become true subjects to her Grace) to
advise such as hath taken part with those traitors, or have withdrawn
themselves (contrary to their allegiance) from aiding and serving of
their Sovereign, according to their duties, against her enemies,
thankfully to accept and embrace her most gracious pardon; and use
means of themselves to apprehend those arrant and principal traitors,
and make a present of them to the Queen's Highness; or leave them
to themselves, as most detestable traitors: who being once so
graciously and mercifully forgiven could not but carry the clemency of
the same in their hearts to the furtherance of all obedience whiles they
lived, if there had been any spark of grace in them.
"And further I have to say unto you that as these traitors, by their
Proclamations without authority, have moved you to stir against the
Queen your Sovereign; and appointed you places where to meet and
consult for the furtherance of their traitorous purpose and to bring
with you such aid as you can: so shall I require you, and in her Grace's
name charge you that be here present, not to come there; but that
you, and such as be absent, taking knowledge hereby, repair to such
places as I, the Queen's Sheriff and Officer, shall appoint you, with
such aid as you can bring for the better service of the Queen and the
Shire: where you shall be assured to receive comfort, thanks, and
honesty to the end of your lives and your posterity. And the other way
but endless shame and utter undoing to you and yours; which shall be
worst to yourselves, and yet a great grief to us your neighbours:
whose advice in all other your private causes you have been content
to follow; and now in this weightiest that hath, or may, happen to you
will refuse us, and follow them that hath ever abused you to your and
their utter confusion.
At Malling, the 27th of January [1554], anno Mariæ primo.
GOD save Queen Mary and all her well willers!"

The Sheriff reading this Exhortation, caused one Barram, a Gentleman

and servant to the Lord Abergavenny, to pronounce it, as he read it, so
loud and so distinctly as the people assembled round about him, to a
very great number, in manner of a ring, might easily hear and
understand every word proceeding from Barram: who of his own head
cried out unto them, "You may not so much as lift up your finger
against your King or Queen!"
And after the people had heard the Sheriff's Exhortation; and cried
"GOD save Queen Mary!" which they did most heartily, spending
therein a convenient time; the Sheriff used these words unto them:
"Masters," quod he, "although I alone did speak The Sheriff's speech to
unto you; yet what words were spoken to you by the multitude.
me were also spoken to you by the Lord
Abergavenny and all the Gentlemen here present: in whose persons I
then spake; and now require at your hands a plain and resolute
answer. Will you now therefore join with such as you see evidently to
be arrant traitors; or else with the Lord Abergavenny and such
Gentlemen as you see here present, that will live and die with you in
defence of our rightful Queen against these traitors?"
The people with one voice defied Wyat and his The people's answer to
complices as arrant traitors, and said that they the Sheriff.
now well espied they had but abused them.
Wherefore in defence of Queen Mary, they would die upon them:
expressing their minds with such earnest shouts and cries as shewed
to proceed unfeignedly from their hearts; which after was confirmed
by a better experience the day following, as ye shall anon hear.
But by the way ye shall understand that Wyat Wyat's promise of
hearing of this Proclamation, said, "I know that Barram's reward.
Barram well; but yet I never took him to have so
wide a throat. If I live, I may happen to make him crow a higher note
in another place." What trow you should then have become of the
author?

In the Sunday following [28th January 1554], the Lord Abergavenny, the
Sheriff, and the rest of the Gentlemen were determined to have
marched in the morning early towards Rochester, The Duke of Norfolk
to have aided the Duke of Norfolk and Sir Henry and Sir Henry
Jerningham Captain of the Guard, then being at Jerningham's coming to
Gravesend.
Gravesend, towards Wyat; with a certain Band
[Regiment] of White Coats, to the number of 600, sent unto them
from London; whereof Bret and others were their Captains.
Roger Appulton Gentleman was also at Gravesend Roger Appulton and
with the Duke, attendant to serve: wherein Thomas Swan trusty
Gentlemen.
likewise was Thomas Swan Gentleman.
This Saturday [27th January] at night, the Lord The Lord Abergavenny
Abergavenny suspecting Wyat and his complices sets the watch in
(living within four miles of them; and being so person.
much provoked in that they were, in the day, so rightly set forth in
their colours [illusions] at Malling) would, for revenge, work some
annoyance to them or his Band that night, either by a camasado
[night attack] or by some other means; did therefore, to prevent the
same, set a strong watch in the market place at Malling and other
parts of entry into the town: and gave the watch-word himself before
he would take any rest.
But between one and two of the clock in the A larom at Malling.
night, when everybody was taken to rest save the
watch, there happened a larom [an alarm], sundry crying, "Treason!
Treason! We are all betrayed!" in such sort that such as were in their
beds or newly risen thought verily that, either Wyat with his Band had
been in the town, or very near.
The thing was so sudden and happened in such a time as men not
acquainted with like matters were so amazed that some of them knew
not well what to do: and yet in the end it proved to [be] nothing.
For it grew by a messenger that came, very late in the night, desiring
to speak with the Lord Abergavenny or Master Sheriff, to give them
certain advertisement, That Sir Henry Isley, the two Knevets, and
certain others, with 500 Wealdish men [i.e., from the Weald of Kent]
were at Sevenoaks; and would march in the morning early from
thence towards Rochester, for the aid of Wyat A meaning of the
against the Duke of Norfolk: and in their way, rebels to burn Master
burn and destroy the house of George Clarke George Clarke's house.
aforesaid.

Whereupon the Lord Abergavenny and the Sheriff, by the advice of the
Gentlemen before named, for that the said Clarke had been a painful
[painstaking] and serviceable Gentleman, changed their purposed
journey from Rochester, to encounter with Isley and his Band, to cut
them [off] from Wyat and save Clarke from spoil.
And so, in the morning early, being Sunday [28th The marching of the
January 1554], the Lord Abergavenny; the Sheriff; Lord Abergavenny and
Warram Sentleger, Richard Covert, Thomas Roydon, the Sheriff to
encounter Isley.
Antony Weldon, Henry Barney, George Clarke, John
Dodge, Thomas Watton, Hugh Catlyn, Thomas Henley, Christopher Dorrel,
Hugh Cartwright, John Sybil, Esquires; John Clarke, Darsie of Wrotham,
Thomas Chapman, James Barram, Jasper Iden, John Lambe, Walter Heronden,
Walter Taylor, John Raynoldes, Thomas Tuttesham, John Allen, and Thomas
Holdiche, Gentlemen; with yeomen to the number of 600 or
thereabouts; marched out of Malling in order till Wrotham Heath.
they came to Wrotham Heath: where they might
easily hear the sound of the traitor's drums; and so, making haste,
pursued them till they came to a place called Barrow Green.
Barrow Green [Borough Green] through which lay
their right and ready way that the traitors should take, marching from
Sevenoaks towards Master Clarke.
The Lord Abergavenny, being very glad that he had prevented
[anticipated] them in winning the Green, sent out spials [spies] to
understand their nearness, and to discrive [ascertain] their number:
reposing themselves there till the return of his spials: who at their
coming said, That he needed not to take further pains to pursue them,
for they were at hand, coming towards him as fast as they could
march. Which was glad tidings to the Lord Abergavenny and his Band.
And taking order forthwith to set his men in array; he determined to
abide their coming, and there to take or give the overthrow.
Which the traitors understanding, Whether it was The shrinking of the
for that they misliked the match, or the place to rebels.
fight; whiles the Lord Abergavenny and his Band
were busy in placing themselves; they shrank as secretly as they could
by a bye-way. And were so far gone before the Lord Abergavenny
understood thereof by his spials; as for doubt [fear] of overtaking
them afore their coming to Rochester, he was driven to make such
haste for the overtaking of them as divers of his footmen were far
behind at the onset giving.
The first sight that the Lord Abergavenny could The rebel's overtaken.
have of them, after they forsook their purposed
way, was as they ascended Wrotham Hill, directly over [against]
Yaldarn, Master Peckham's house. Where they, thinking to have great
advantage by the winning of the Hill, displayed The displaying of the
their Ensigns bravely: seeming to be in great ruff. rebel's Ensigns.
But it was not long after ere their courage was
abated. For the Lord Abergavenny, the Sheriff, and the rest of the
Gentlemen, with such other of the Queen's true and faithful subjects,
as with great pains taking to climb the Hill and to hold way with the
Horsemen, overtook the rebels at a field called Blacksoll Field.
Blacksoll Field in the parish of Wrotham, a mile
distant from the very top of the Hill; where the Lord Abergavenny, the
Sheriff, the Gentlemen aforenamed, and others the Queen's true and
faithful subjects, handled them so hot and so The Skirmish.
fiercely that, after a small shot with long bows by
the traitors, and a fierce brag shewed by some of the Horsemen, they
took their flight away as fast as they could. Yet of them were taken
prisoners above three score.
In this conflict Warram Sentleger, who brought with him a good
company of soldiers and [was] always a serviceable Gentleman, also
George Clarke, Antony Weldon, and Richard Clarke did very honestly
behave themselves. William Sentleger, hearing of a fray towards
between the Queen's true subjects and the traitors, came to the Lord
Abergavenny into the field, with all haste, not an hour before the
Skirmish; who with the rest of the Gentlemen, with certain of the Lord
Abergavenny's and [the] Sheriff's servants, being all The chase of the
well horsed, served faithfully: and from thence Horsemen.
chased the Horsemen till they came to a wood
called Hartley Wood, four miles distant from the place where the onset
began.
The Queen's true subjects did so much abhor their treason, and had
the traitors in such detestation, as with great difficulty any escaped
with life that were taken prisoners; and yet were they all very well
armed and weaponed, and had also great advantage by the place of
fight. Sir Henry Isley lay all that night in the Wood, and fled after into
Hampshire. The two Knevets, being well horsed, were so hastily
pursued as they were driven to leave their horses, and creep into the
Wood; and for haste to rip their boots from their legs and run away in
the vampage of their hose. The chase continued so long as night came
on before it was full finished.
Thus were Isley, the Knevets, and their Band overthrown by the faithful
service of divers Gentlemen and yeomen serving under the Lord
Abergavenny and the Sheriff; whose forwardness courage and wisdom
in this traitorous broil no doubt was very much praiseworthy; as well
for their speedy acceleration of their strength which (considering how
they were every way [en]compassed with the traitors) was no small
matter in so little space; and for their wise and politic handling also in
keeping them together from Wyat, who marvellously and by sundry
ways sought to allure them away. For had not they, in their own
persons, to the encouraging of their company adventured far; and by
their wisdom, discretion and great charge, politically handled the
matter: some think that Wyat had been at London before he was
looked for by any good man, with no small train; whose journey was
greatly hindered, and his company very much discomfited by this
repulse given to Isley and his Band. Where, amongst other things,
GOD's secret hand was greatly felt, to the great comfort and present
aid of true subjects against the traitors: who having such advantage of
the place, as indeed they had, were like rather to give, than receive,
so foul an overthrow. But this it is, you see, to serve in a true cause;
and her whom GOD so favoureth that he will not suffer the malice and
rage of her enemies at any time to prevail against her: to whom he
hath given so many notable victories and so miraculous that her
enemies might seem rather to have been overthrown Spiritu DEI than
vanquished humano robore.
The Lord Abergavenny, the Sheriff, and the Thanksgiving to GOD
Gentlemen with them, after they had given for victory.
humble thanks to GOD for the victory, which they
did very reverently in the Field, and taken order for the prisoners,
were driven to divide themselves for want of harborough [lodging] and
vittaile [victuals] for the soldiers, that had well deserved both. The
Lord Abergavenny and certain with him went to Wrotham. The Sheriff
and certain with him to Otford, where they had much to do to get
vittaile for their soldiers.
The Lord Abergavenny and the Sheriff (suspecting that some of those
Gentlemen lately discomfited in this Skirmish would not long tarry in
the realm, but make shift to pass the seas; yea, by spial [spies],
understanding that Wyat himself with some of his company thereunto
bent) devised to lay [warn] the country [round] about, that they might
not escape. And considering that they would not do it at Dover, nor in
that coast [district]; they knowing [Sir John Cheyney] the Lord Warden
to have such watch unto them: but rather, for Thomas Dorrell of
sundry respects, at Rye, or more southward. And Scotney the younger.
having great proof of Thomas Dorrell the younger
his fidelity; he returned the same Dorrell, being newly come unto him
with 80 men well appointed, into Sussex: giving him strait charge that,
consulting with Sir John Guildford, they should, both day and night, set
a sure watch for the passing of any that way to the seacoast; and
further to take such order as no munition, fish, wine, or other vittaile
coming out of these parts, should pass to the relief of the traitors.
Antony Knevet, notwithstanding great and strait watch laid round about
the country by the Sheriff for the apprehension of him and others that
fled, arrived that Sunday [28th January 1554] at night late at
Rochester: where his news was so joyful that Harper's running away
Harper forthwith found the mean[s] to rid himself from Wyat.
out of their company, without any leave taking;
and ran to the Duke of Norfolk. To whom he seemed so greatly to
lament his treason, that the Duke, pitying his case, the rather for the
long acquaintance between them in times past, received him to grace.
But, within a day after, he ran from the Duke and returned to his old
mate; as hereafter shall appear.
Wyat hearing of Isley his overthrow, and understanding by the
proceeding at Malling the day before, that those things set forth in his
Proclamations whereby he thought his strength at home to be most
surely knit unto him, were now become rather a weakening than
otherwise; the people there being ready to fall from him for his so
abusing of them: he fell into so great extreme anguish and sorrow, as
writing a letter of expostulation to some of his Wyat bewailing his case
familiars abroad, in reprehension of their infidelity with tears.
in that they sticked not to him so fast as they
promised, he bedewed the paper whereupon he wrote with tears
issuing so abundantly from his eyes as it would bear no ink. And so
leaving to write, calling for a privy coat [of Wyat's coat of fence
armour] that he had quilted with angels [a gold quilted with angels.
coin of the value of 10s.] not long afore; which
might serve both for his defence, and [also be] a refuge for his
necessity being in another country: he practised Wyat's practice to fly by
with such as were near unto him, where they sea.
might have ready passage, and most for their
surety to take the sea. "For England," said he, "is no place for us to
rest in."
His company also shrank from him as fast as they could devise means
to escape: whereunto Thomas Isley and others had a greater respect
than himself; he seeming to take care for nothing but how he might
safely convey himself [away]; being well friended, it was thought, with
some of the ship-masters.
Thus was Wyat so mated by the Lord Abergavenny, Wyat mated.
the Sheriff, and their Band as he was at his wits'
end, as ye have heard: and chiefly by keeping him from that, which by
spial about him they afterwards understood him specially to desire;
which was offer of battle. He and his being fully persuaded that there
could be no great force raised against him in the Shire; whereof the
most part should not be his when it should come to the shew. Wherein
although he might be deceived, as indeed he was; yet his quarrel, with
the disposition of the people thereunto well considered, with the end
of his travail which could be but spoil and ravin (ready means and
lures to draw the careless multitude unto him): it seemed to the Lord
Abergavenny and such as served with him, better policy for to weary
Wyat, and weaken him by the cutting away of his strength from him;
than to offer him battle till the Duke of Norfolk's coming: whom the
Lord Abergavenny and the Sheriff knew to be at hand towards Wyat;
unto whom they and all the Gentlemen of their Band, after their
Skirmish with Isley, made the haste possible they might.

But before their coming, the case was wonderfully changed, to the
great discomfort of all the Queen's true subjects: and that came to
pass that [which] of all men was least feared. For who was it that
suspected such cruel and malicious disposition to remain in any
English heart towards his country, in any subject's thought towards his
Sovereign, that, receiving her Grace's armour weapons and money,
would have played so traitorous a part as these Captains did with their
Band? It is so strange a case as the world never saw. It is so malicious
a part as the Jew would not have done the like, having received his
hire to serve.
So it was that the noble Duke, being an ancient and worthy Captain
(and yet, by long imprisonment, so diswonted from the knowlege of
our malicious World and the iniquity of our Time, as he suspecting
nothing less than that which followed; but judging every man to
accord with him in desire to serve truly, marched The Duke's marching
forth the Monday [29th January 1554], about ten from Stroud to
of the clock in the morning, from Gravesend to Rochester.
Stroud towards Rochester; and about four of the clock in the
afternoon of the same day, he arrived at Stroud, near unto Rochester:
having with him the Captain of the Guard; Maurice The names of the
Griffith, now Bishop of Rochester; Sir Edward Gentlemen serving
Braye, Sir John Fogge, Knights; John Coverte, Roger under the Duke.
Appulton, Esquires; and Thomas Swan, Gentleman: with certain of the
Guard, and others, to the number of 200 or thereabout.
Besides Bret and other five Captains: who, with Bret, Chief Captain of
their Band, being 600, all in white coats, tarried the White Coats.
behind at a hill called Spittle [Hospital] Hill, near
unto Stroud; whiles the Duke went to Stroud to see the planting of the
ordnance. Which being ready charged and bent upon the town of
Rochester; and perceiving Wyat and the other traitors, by hanging out
their flags upon the bridge wall, to be in great bravery; which
considering the miserable state they were in the night before, could
not be, had they not received some new comfort by some traitorous
mean[s]: the Duke commanded one of the pieces to be fired for shot
into Rochester.
And, as the gunner was firing the piece, Sir Edward Bray's eldest son
came in all haste to the Duke saying, "Sir, did I not tell your Grace, this
morning, that yonder false wretches would deceive you?"
"How know you that?" quod the Duke.
"Why, Sir," quod Braye, "you may see them, as false traitors [ready]
bent against you."
And immediately Bret and other Captains of the White Coats with their
Band, being upon the Hill and at the back of the Duke, made great
and loud shouts sundry times, crying "We are all The revolt of the
Englishmen! We are all Englishmen!": fashioning Captains of the White
themselves in array, ready bent with their Coats and their Band.
weapons to set upon the Duke, if he had made any resistance.
Whereupon the Duke and the Captain of the Guard commanded the
pieces that were bent upon the town, to be turned upon Bret and his
Band. But, upon further consideration, the shot was spared: and the
Duke's Grace with the Captain of the Guard Sir Henry Jerningham,
considering (not without bleeding hearts) their chief strength thus
turned upon them, so that they were now environed both behind and
before with traitorous enemies, shifted themselves away; as did also
their company.
After whose departure, Wyat, accompanied with two or three and not
many more, came out of Rochester half a mile from the town at the
least, to meet the six Captains of the White Coats. Harper returned to his
Amongst whom was Harper, notwithstanding his old mate.
crouching and kneeling before the Duke; and fair
promises that he would undertake that Wyat should have yielded.
Who, footing afore the other Captains, with his sword drawn, said to
Wyat, "I promised you good turn, and say not now but I have paid it."
Who had seen the embracing, clipping, and congratulation used at this
meeting from traitor to traitor, might justly wonder thereat. Shortly
after they had well clawed one another, they went together like
themselves into Rochester.

When this, of all other most infortunate chance[s], came to the

knowledge of the Lord Abergavenny, the Sheriff, and their friends; they
were not a little troubled with the strangeness of the case: much
doubting that the people, which before seemed brought to good
frame, would be impaired by this alteration; and such as were afore
evil disposed would not be greatly amended thereby.
The Sheriff, being the same night at Maidstone, The Sheriff's being at
that had come the same day from Otford, Maidstone.
fourteen miles distant, to meet Thomas Guildford,
Steven Dorrell, Edward Horden, John Robartes, and John Finch, Esquires,
to march towards the Duke. And in the morning, so far from any
mistrust of that which followed the same day [Monday, 29th January
1554], as having no sure place to convey the prisoners, taken the day
before in the Skirmish with Isley, he left the chiefest and trustiest of
his servants and friends, both Gentlemen and yeomen, of all his Band
at Malling, for the safeguard of the prisoners; where also lay the Lord
Abergavenny and his Band: doubting [fearing] that Isley and the rest
that escaped would have made some means that night to have
recovered the prisoners; sundry of whom, being men of good wealth
and well friended, and [at that moment] living within four miles of
Wyat.
Upon these news, whether it were for the absence [from Maidstone]
of the Lord Abergavenny and his strength, or mistrusting false measure
in the town [of Maidstone], or moved with The Sheriff's secret
example of the revolt of the White Coats: he return to Malling.
thought, it should seem, Maidstone no meet place
for him to make any abode; nor yet good policy, all parts considered,
to disclose the time of his removing. But judging plainly himself the
only mark of these parts whereat the traitors shot; or falling any ways
into their hands, so newly after the case of the Duke, one part of the
tragedy to be then ended: he returned to his strength; giving
knowledge to the Gentlemen remaining in Maidstone to repair to his
house for consultation, What was to be done for the redubbing of that
unhappy chance?
In which consultation there did rise so many different opinions; some
saying, They would to the Queen; and some, to the Earl of Pembroke
being her Grace's Lieutenant: that the Sheriff, without further
debating, intreating the Lord Abergavenny and certain Gentlemen to
remain and entertain such of their Bands as they could hold till his
return, which he promised should be without delay, [and then] went to
the [Privy] Council for knowledge of their pleasure; where he tarried
uneth [scarcely] two hours, but returned in post the same night [to
Malling]. And at his coming, the Lord Abergavenny and he assembled as
many of their force as they could call together.

The traitors and their friends were grown as men revived from death
to life, flattering themselves that a thing so far above men's
expectation could not have happened to them so fortunately but by
GOD's miraculous provision, as favouring greatly their case: and so it
blew abroad, as well by wind as by writing; the more part of the
people being ready to believe it, as the case, in the heads of the
multitude, was wonderfully changed both for strength and opinion.
Wyat advertised by his letter the Duke of Suffolk Wyat's advertisement
of his victory "by GOD's provision" as he termed to the Duke of Suffolk.
it: whose letter was intercepted in Essex, as the
messenger passed the ferry, by a servant of Sir Robert Southwell's; and
brought to the Council.
He wrote also to the Duke of Norfolk, but in another style; his letters
being open and importing such matter as follloweth:
"Be it known to all men, and especially to the Duke of Wyat's letter to the
Norfolk, that I have taken nothing in hand but what I Duke of Norfolk.
will maintain with the expense of my life; which, before
it depart out of my body, shall be sold full dear, &c."

Such of those parts as hung in the wind, as Neuters, (whereof were no

small number that had lurked in caves all the An Invective against
tempest, watching but where should come the the Neuters.
victory, that for example of the evil were nothing
inferior to the arrantest traitors but rather for a number of respects
much worse), began to appear very cheerful, giving themselves great
thanks for handling the matter so finely, that conveying themselves
out of the way by their policy could avoid charge and peril so wittily.
And as they met with such as had served faithfully, with whom they
durst be frank, they spared not to open their mouths largely, pouring
out such language as could be but lamentable, or rather odible, to
every true ear, to understand any subject so far perverted from his
allegiance and duty that, for gain or security of their own persons,
would rejoice in sitting still as indifferent where the Crown is a party;
or to persuade security to themselves, be they never in so strong a
hold, where their Sovereign is in peril. Which, all things rightly
weighed, seemed a strange persuasion to account either gain or
saving in sparing some part of the accidents by sitting still to
adventure the loss of the principal whereupon life and the whole
dependeth; or by affecting a little corruption inordinately, to lose both
honest fame and good opinion of his country [County]; which every
honest man ought to seek to preserve as tenderly as the well-doing of
himself and his whole posterity.
Thus may we evidently see the divers effects of divers inclinations
according to truth and untruth of perfect obedience prevailing in men's
hearts. These Neuters, or counterfeits (that would be neither open
foes nor adventurous friends; but as wily vultures, hovering in the
wind to catch and gripe some part of the prey, although they would no
part of the fray) persuaded themselves to save that which in their
opinion the true hearty subject should lose by giving such adventure;
that was security of body and goods. Which grant they saved; yet, in
the just judgment of the honest, they deserved thereby the same blot
of infamy that is due to the open enemies.
On the other side, the true and faithful, whose hearts and hands such
dim colour [illusion] of unthankful policy could not withhold from the
utterance of needful service in such general case of danger, thought it
rather a gain to adventure body and goods; whereby either to
preserve the head and the whole, which was cruelly pursued; or at
least by defence of the same to purchase unto them and their names
the honest opinion of unspotted members, and the immortality of
good fame wherewith truth always rewardeth unfeigned service. For
such an incomparable virtue is faithful loyalty, so much abhorring all
corruptible allurements, that whose hearts she hath in governance;
with such, neither savour of gain nor hope of security, neither
persuasion of friendship ne other enticement, can so much prevail as,
for any respect, they will digress from the right course of true service.
Where the contrary, wanting that perfection (to taste of Fortune's
corruptible members, whereafter they gape; to obtain quiet to the
restive carcase, and lucre to themselves, the thing they only seek), are
easily drawn to run a clean contrary race.
The naughty [worthless] brood therefore of Counterfeits, of all others
not tolerable in a common weal, are specially to be looked to in their
beginning; lest their evil example by long sufferance grow to such a
precedent at the last, that the common saying "Good to sleep in a
whole skin," being espied to escape without danger of reprehension,
be taken for a policy; and thereby outweigh the just peize [weight] of
bounden duty.

After this most unhappy chance, the traitors with A consultation of the
their new adjuncts fell to a great and solemn rebels after the revolt
council that same night at Rochester for their of the White Coats.
proceeding in their pretensed [intended] treason. In discourse whereof
proceeded such unfitting talk, as well towards the Queen's Highness
as her honourable Council, tending to the alteration of the whole
State, as abhorred the ears of some of the self traitors; that,
understanding by that talk the end of their purpose, whereof before
they were ignorant, wished themselves under the earth for being so
unhappy as to be so much as acquainted with so damnable an
enterprise. Such an opinion had they, as they deemed very few
Councillors, or Officers of authority or of Nobility, within the realm
worthy the places whereunto they were called: and persuading great
choice to be amongst themselves for the supplying of that want, such
overweening had they of themselves and made so sure a reckoning of
the victory, as they disposed the honourable Offices of the Realm
among themselves.
Wyat thought himself now so sure of the victory as seeing him that
offered "to sell his spoons and all the plate that he had rather than his
purpose should quail, and sup his pottage with his mouth" [p.48],
warranted him, That he should eat his pottage with silver, as he did.
England, when good counsel should stand it in most available steed,
needed no better counsellors than such as they were, if they had half
the wit they thought themselves to have, coupled with grace and
honesty. But what they had indeed, their acts declare plainly to their
own confusion; as it hath always, and ever hereafter shall, to as many
as be of like disposition.
One of them, that had some wit indeed, although he wanted grace,
perceiving by their talk in what fond [foolish] frenzy they were
entered; to interrupt them therein, he said, That such matters were
good to be treated of at further opportunity: but for the present it
were meet to devise upon their next journey [expedition]; and
whether it should be good policy in them, minding to march towards
London, to leave the Lord Abergavenny and the Sheriff at liberty (that
annoyed their friends, and by all likelihood would not so cease as they
may or dare) at their back, being left at large.
One of them, taking upon him first to answer, thought nothing more
necessary than their sequestration: and if his A device to apprehend
advice might have been heard in the beginning the Sheriff.
[of the Rebellion], the Sheriff should have been in
hold, as I have heard, before anything should have been attempted.
But the Captains to the White Coats (meet counsellors for such an
enterprise!), having the spoil of London in their eyes, would not
dispute that was past: but for the present they persuaded clean
contrary to the former opinion; saying That their going about the
apprehension of the Sheriff should be but a loss The misreckoning of
of time. "For London," said they, "longed sore[ly] the rebels upon
London.
for their coming; which they could by no means
protract without breeding great peril and weakness to themselves."
And having London at their commandment, whereof they were in no
manner of doubt, if it were not lost by their sloth; their revenge to the
Lord Abergavenny, the Sheriff, with others [of] their enemies, would
easily follow.
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