Rebroadcasting a Video Stream From An IP Camera

Quite often a customer wants a live video stream embedded on a webpage - we always end up compromising and just doing a live still image that refreshes every X seconds. (The IP camera does an FTP upload every X seconds to a webserver, then the burden of viewing is taken off the camera and passed to the web server).

What we'd like to do is rebroadcast the actual stream from the camera - Has anyone done this successfully before or know of a service, paid or free that allows this? The biggest issue is being prepared for potentially hundreds of simultaneous viewers. The Axis cameras we use can handle 10-12 simultaneous viewers, but the limiting factor would be the Internet upstream where the camera is located (probably 2-3 viewers max). I had one person suggest the website Justin.TV for rebroadcasting but when I contacted them they said not a chance.

Anyone with experience or a good solution for this?

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