ing cre- ativity once the product is ready for market. PRACTICAL IP AND TELECOM FOR BROADCAST ENGINEERING AND OPERATIONS TABLE 13-2 Revenue New Product X New Service Y New Product or Service Z Design & Development New Product X New Service Y New Product or Service Z The broadcast engineering or operations professional, or whoever may have just inherited responsibility for dealing with Internet and Telecom likely knows, or has dealt with, the program content devel- opment cycle. The basic issues are simply finding out what the pro- gramming people want to attempt, and then determining whether or not it can be done with existing resources, or if not, what will be required to do what they want to do and how much capital and operating expense has to be contended with. In turn, programming makes an estimate of how much money can be made with the result and either gets on with it or defers to top management for approval to proceed. When dealing with Internet and Telecom, there are two perspectives to keep in mind. One, and perhaps the most important, is to make sure the organizational functions requiring communications have access to the best advice and counsel possible with respect to the selection and use of the communications technology and commercial products required by their function. Two, the communications man- agement function is responsible for consolidating and coordinating the requirements into some kind of infrastructure optimized for the entire organization. These two perspectives require almost constant surveillance of day-to- day current operating costs and project management required to support development and execution of the current annual business plan. The longer term requires knowledge of emerging standards, technology, and commercial off-the-shelf products that can be lever- aged into the infrastructure on a longer-range, multi-year basis. 13 TECHNOLOGY FORECASTING AND STRATEGIC PLANNING Examining the cost items in the P&L, you may wonder where the departmental expense comes in to play. It all de