White Paper. The purpose of the White Paper was to illustrate the costs of delivering broadcast content either as unicast (eye wateringly expensive) or multicast (less but still too expensive). Vendors and operators might argue that broadcast over cellular standards will reduce these costs but until these standards are implemented the costs are real and actual and the comparisons in the White Paper are valid. The thesis of the White Paper is that there is a pain threshold, which is the point at which delivery costs exceed delivery revenues excluding spectral cost amortisation. The pain threshold point was calculated to be a 6-minute low-resolution video. The bandwidth delivery cost of delivering a 6-minute high-resolution TV programme would be $2.76 or $13.80 for a 30 minute programme. To achieve margins equivalent to voice the operator would need to charge $13.80 for the 6-minute video and $33.60 for the 30-minute programme. This implies that the opportunity cost has to be factored in of any possible impact the audio and/or video service might have on existing voice traffic. A 3-G BTS was taken as an example with a busy hour capacity of 2.5 Mbps times 3600 seconds, equivalent to 9 gigabits of delivery bandwidth. If 5% of the subscribers watched two-minute clips at 128 kbps then they will consume 4.8 Gigabits in an hour, half the capacity of the cell site. Double the data rate or number of users or length of the clip and the voice traffic completely disappears. Now, you might argue with some of these numbers but the essentially valid point is that rich content is expensive to deliver. This is particularly true in mobile broadband networks when a user is close to the edge of the cell. 21.27 Summary - Cost and Value Transforms Essentially, we are saying that content has hidden costs and that these costs are increasing rather than decreasing over time. Costs may be apparently reducing but may reappear in other areas. For example, the quality of service mechanisms needed in IP networks to handle rich media substantia