Posmedia Makes Waves With Video
The Age
Friday May 19, 2000
POSmedia yesterday heralded a breakthrough in the provision of audio-visual communications, announcing it had delivered the first full-motion video over Australian telephone lines.
The ground-breaking transmission could steal the jump on Telstra, whose DSL technology is promising similar-quality broadcasts but will not be ready until later this year.
POSmedia chief executive Peter Aynsley said the completion of its data centre to service its national media work meant the company could now deliver daily media updates in full-motion video.
The company uses the nation's existing copper network to send its audio/video files.
The data centre operates in the same way as a television network master-control office, receiving incoming tapes from advertisers and processing them for distribution.
Yesterday's broadcast was only of a dozen commercials lasting no longer than 30 seconds each, with the ultra compression of the files taking time to download and transmit.
Mr Aynsley said the technology allowed the frequent and cost-effective update of full-motion video material to each of its sites without the need for expensive dedicated transmission lines, leased lines or satellites.
Shares in POSmedia firmed on the back of the positive announcement, hitting a high of 20.5 cents before closing two cents stronger - 11.76 per cent - at 19 cents. The share price is a long way from its high of 99 cents set in January, and even below the float price of 25 cents.
POSmedia has built up an extensive media network, compromising 800 television screens in shopping centres, with that number to hit 1000 screens by July.
© 2000 The Age