Microsoft’s Internet Explorer 4.0 with Dynamic html is adding the newest push technology to the Web and providing broadcasters with an opportunity to deliver the latest in cutting-edge content directly to their audience.

As of September 30, 1997 ie4 users will be able to subscribe to a ‘channel’ and receive the most up-to-the-minute information right on their desktop without having to go searching through the Internet to find it.

Content providers such as canoe, PointCast Network Canada, MSN Canada, Review Channel, ytv, tsn, Exploration Network and MuchInteractive are developing pre-configured Active Channels for ie4 which will be accessible on the channel bar appearing on the desktop.

Steve Rolufs, director of new media and information technology at ytv, sees this as a way for the broadcaster to get closer to its audience than ever before.

ytv’s desktop component will keep kids in the loop with info on programming, upcoming events and favorite hosts.

With Dynamic html technology, content providers can really kick up their sites by creating more interactive Web pages with brighter colors, images, text styles, data and 2D positioning that will change and animate quickly according to the users’ interaction.

Those without ie4 can still get all the benefits of the ytv site, it just won’t be as rich an experience.

Another element that Rolufs is looking forward to is the streaming media capabilities and the whole new direction it will take the service. He says ytv is not simply planning to stream its tv programming onto the Web but will also have new things created by its in-house team.

Jeffrey Elliott managing director of NetStar Interactive, parent company of tsn and Discovery, says ie4 will let his company create more engaging Web pages.

When tsn.ca was originally launched, it was just 200 static pages with no animation, video or audio. Now two years, 30,000 pages and the latest software later, the site will sing with movement, be more engaging and easier to navigate.

tsn will be customizing the content and pushing the information to their users’ desktops with features like a ticker service scrolling across the bottom of the screen supplying diehard sports fans with up-to-the-minute scores.

According to Elliott, tsn’s ‘special niche’ is that virtually all of their television programming is accompanied by an interactive component.

‘Our philosophy is to try and provide interactivity to everything so if you are watching Major League Baseball hopefully you have the tsn site up at the same time,’ he says. ‘We have games you can play along with during the telecast like Diamond Ball, interactive curling and interactive soccer.’

On Discovery programming exists about the technology of the Internet which is designed to be complementary to exn so that their audience will tune into the television and the Web site at the same time.

David Hutchinson, senior manager at MuchInteractive says that for the last year Much has been aggressively involved with various Webcasting technologies.

MuchInteractive is coordinating a special Netcast presentation of a pre-recorded Sarah McLachlan performance with the September 30 launch of ie4 and says the new technology will allow them to insert commercials on the fly.

Plans for the Web site include the delivery of front screen trivia contests, streaming headlines for the Rapid Fax entertainment page and bringing people into the studio to take a glimpse of what’s going on via their Webcam hoisted above the Chum City building.