How: Live Video On my Website

Hey guys.
I use Zencart For my Website store. I was wanting to add a Live Video feed to the main page, And as of right now i have no idea what program i can use to stream video to my website.
i dont like blogtv or ustream because your video goes live on the main page of the website, and i only want people who View my Website to view the live stream.
Any ideas ?
+1 for help. Thanks

Try VLC ?

Long ago I used WebcamXP for this.

Warning though, if you're streaming to two people at once it'll use twice the bandwidth, so if you get more than a couple people on your website at once it might start to slow down depending on your connection speed... If you expect to have lots of visitors viewing the cam at the same time you might want to use something like stickam or shoutcast or some other service that'll relay your feed through a server.