Streaming Media Push Continues

Like its highly capable adversary RealNetworks, Microsoft used the Streaming Media West conference in December to heavily promote its own streaming media platform, Windows Media Technology (WMT). Microsoft and other participants in the Windows Media Broadband Jumpstart Initiative issued dozens of press releases and performed a variety of technology demonstrations. However, considering that many of Microsoft’s partners are hedging their bets by supporting both Microsoft and RealNetworks formats, the announcements do not amount to a clear strategy for winning against RealNetworks. But they do demonstrate Microsoft’s exceptional commitment to the streaming media battle.

The Jumpstart Initiative Expands

The Windows Media Broadband Jumpstart Initiative was first announced in October, boasting 36 members. At the Streaming Media West conference, Microsoft announced that 45 additional companies had joined.

The coalition was formed by Microsoft both to encourage rapid adoption of audio and video delivery over broadband networks in general, and to bolster Microsoft’s own WMT software and streaming media formats in particular.