Can Freeserve challenge the Beeb

Is it true that Freeserve�is broadcasting Lennox Lewis' fight with Hasim Rahman online If the fight is going to be on TV what's the point ... asks Howard Piercy

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A. The downturn in the online advertising market means that the big websites and portals are looking at new ways of generating�revenue. This is a classic illustration of the type of routes being explored.

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Q. So is the actual fight going out over the web

A. There has been some confusion in the press over what Freeserve�is actually offering. The BBC will transmit the fight (on BBC1), but Freeserve will offer boxing fans the chance to watch Lewis train for it, and webcast the build-up and aftermath of the world-title fight in Johannesburg. It has been billed as a 'Big Brother' type fly-on-the-wall event and will include interviews with Lewis and coverage of his planned meeting with Nelson Mandela.

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An additional link-up with Vodafone will enable boxing addicts to access the Internet and watch the webcasts via their mobile phones - by dialling a premium rate number fans will, for the first time, be able to avoid having to give their credit card details online or over the phone as they'll pay for the whole thing via their phone bill. Fans not signed up with Vodafone will be able to access the webcasts using premium rate phone lines. This deal has been done in conjunction with Internet broadcaster, Arthur Shaw.

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Q. Is there a great demand for behind-the-scenes broadcasts like this online

A.� Freeserve will be trialing the viability of selling sports content on the web in this pay-per-view experiment. Its significance is that it will be

the first time consumers can view low-priced online narrowband content on a genuine pay-to-view basis. Until now, consumers have been expected to pre-pay to view low-priced content and services online. This trial will also test consumer reaction to a new payment mechanism. Other mobile networks are known to be working towards systems that will support this type of payment, greatly increasing future potential audiences using this payment method.

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Q. How would I go about accessing the webcasts

A. On your computer you will have to enter a unique code, obtainable by phoning a premium rate number (the call costs �1). Or for Vodafone subscribers the code is obtainable via SMS by entering your mobile number via a Freeserve portal. Full information on premium rate phone numbers is available from Freeserve http://www.freeserve.com. Behind the scenes broadcasts began on 12 April, the fight takes place on 22 April.

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Q. Who�is Arthur Shaw,�is it providing the broadcast technology

A. Arthur Shaw, traditionally known as an engineering company, refocused its core business activities in 1999 to concentrate on broadcasting, and acquired three companies: Morrison Internet Merchants, UEM Ltd and BIPL - it now specialises in acquiring music and sports content for Internet broadcasts. It will also produce programming for sale to television while retaining Internet rights. Its unique selling point is that it provides live interactive broadcasts of sporting events and concerts that enable the viewer to take control - e.g. choosing camera angles and going backstage. The technological know-how to do this has been around for some time, but nobody has actually made it work in real-time - without delays or computer crashes.

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On 10 April, its first live pay-per-view, interactive webcast of a Foo Fighters concert in LA was broadcast across the US and was successful. The deal with Freeserve and Vodafone will further exploit this technology.

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So far, Arthur Shaw has exclusive contracts with Lennox Lewis, Ian Wright, Emmanuel Petit, Tony Adams, Thierry Henry, Eddie Irvine and Frankie Dettori in the sports field and the Spice Girls, Shirley Bassey, and Jean Michel for music broadcasts. There are rumours that they are in talks with Hear' Say. Its two websites http://www.cyberconcerts.com�and

http://cybersportsinternational.com�are now fully functional.

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By Karen Anderson