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Fundamentally, podcasting is the latest incarnation of radio broadcasting, using a selection of new technologies and software in the online environment. If podcasting had an elevator pitch, it would go something like this:

Podcasting is a democratisation of broadcast audio- anyone can now make interesting radio-style shows.

It has appeared on the internet scene now because of two growth trends: broadband, which allows audio to be downloaded and heard pretty much in real-time; and portable MP3 players such as the i-Pod, which allow audio files to be heard on the move. So if you'vegot something to say, it's now possible to communicate it to people wherever they are- including during the "dead" time they're in their cars or on trains.

Podcasting is a triumph of content over style, at a time when many traditional radio stations are, conversely a triumph of style over content. Have you ever felt that radio stations were all the same, playing the same ten songs over and over agin? Podcasts are usually produced at minimum cost, concentrating resources on quality content and opinion. So they're interesting, informative, and likely to be respected by their audience.

Essential to the success of podcasting has been the creation of desktop subscription software; whereby listeners can "subscribe" to a programme. Programmes are thus downloaded automatically in the same way as an email newsletter is automatically received. As well as ensuring that listeners never miss a programme, this allows a subscriber base to grow and create value.

Back to Podcasting Home Page
How to get a return on investment from podcasting
Budgeting for podcasting with no surprises!