JavaOne, Sun Microsystems' worldwide Java developer conference, is the largest in the world; Pedersen Media Group has designed and produced the keynote general sessions every year since its inception. In 2000, the agency proposed and was contracted to Webcast the event live, and then host and stream the presentations "on demand" for weeks after. PMG arranged the satellite uplink, managed the video capture and streaming vendors, and arranged a Webcast link and content on AltaVista, at no additional cost.

PMG and Sun agreed that streaming JavaOne live would, in and of itself, be an expression of Sun's leadership in technology and communication. And by simply delivering on our key objective -- to expand the reach of JavaOne messaging via the Web -- a profound secondary benefit was realized: the Sun and Java brands were enhanced in the public eye.