We draw upon various practical experiences of designing and implementing co
mplex systems through a multiagent approach which supports engineering of d
ynamic open distributed services. The general scope of multiagent system so
ftware engineering is reviewed with focus on the analysis and evaluation of
certain aspects of the current specification standards provided by FIPA (F
oundation of Intelligent Physical Agents). The benefits and drawbacks of a
multiagent approach, using the FIPA standards as a benchmark, are evaluated
and further illustrated through the deployment of an audio-video entertain
ment broadcasting (AVEB) system. The development and testing of the AVEB ap
plication was part of an EU project called FACTS (acts AC317). A main resul
t of using agent engineering paradigm for complex distributed development,
especially apparent in FIPA standards, has been the identification of the u
sefulness and power of its protocols. The reason for the importance of the
protocols in developing multiagent systems (MAS) is it provides a degree of
expressing cooperation within MAS architecture. As the protocols stand cur
rently they are not sufficient to capture a complete explicit model of the
cooperative requirements in multiagent systems. However, they provide a bas
is from which to start. We examine this feature of FIPA further in order to
evaluate its role as a bridge between the mental agency and social agency
requirements in the development of cooperation in multiagent systems.