Well, everything depends on how serious you are about doing this, what it is you want to do, and for how long. In other words, if it's just a passing fancy, don't waste your money doing something that you couldn't care less about in 6 months. But since you wanna stream it on a website, that's a good sign.
Unfortunately, being unfamiliar with this Wild Planet device you're describing, I would have to know a lot more about it as well as what you want to do with it in order to answer your questions. But judging by the name, it sounds like a toy, a Mr. Microphone type of thing. Does it have a way of grounding it? Is there a manual? What kind of antenna does it have? How much power does it put out? Is there any way of measuring it?
If you want to put a Part 15 AM on the air, you have a few options, provided the Wild Planet doesn't have any or all of the capabilities I mentioned above. If you're trying to stay on budget, the SSTran AMT 3000 is an excellent transmitter for the money. The transmitter itself is under $100 and comes with on-board processing. Sound quality is excellent. But if you're looking to shoot a neighborhood-wide signal with it, you can either build an antenna/base coil with the instructions that Phil Bolyn provides on the website, or you can pay a guy named Carl Van Orden $350 to build it for you (this is what I did). But you'll need about 100 square feet outside to bury the ground radials around the antenna. I have a big backyard, so I could do this.
Then, there's the Hamilton Rangemaster. They go for about $1,000 retail, but if you ask Keith Hamilton, he'll doubtless give you some sort of discount. He's a really good guy. The difference, though, with the Rangemaster, is that it's only a transmitter...no processing, like a regular broadcast transmitter. Comes pre-assembled, all you have to do is get a whip at Radio Shack, screw it in, put a ground rod in the ground, tune it, and you're set. It's FCC-certified. But with no processing, you'll have to provide that yourself, and broadcast processing ain't cheap by any stretch, if you want it to sound halfway decent.
And all I've talked about thus far is transmitter/antenna setups...this is to say nothing about your studio, your various audio sources and how to package it all in a way that will sound like something you're proud to put your name on.
Again, if you're serious about doing this, be prepared to drop some dough to do it right long-term and get optimal results. Some here have sunk upwards of ten grand into their facilities; they look like a network bankrolled them. Alan McCall and "Dr. Johnnie Fever" are but a couple who've posted pictures of their impressive facilities.
Hope that helps...
