Can't get streaming to work at all

I've saved a .mov file out of iMovie, done the streaming setup, but even opening the rtsp:// as a URL in Quicktime it says "invalid format".

Never mind that the <embed> stuff is incomprehensible!

Anyone got any tips for actually producing this stuff properly?

Well, <embed> doesn't actually exist. Use this for doing the embedding. Someone else will have to advise you on the actual movie creation, however.