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What is a podcast?
A podcast is usually an online episode of a radio programme, but the term has expanded to mean a digital media file distributed over the internet, and can include video as well, more specificaly known as a vodcast.
Podcasts are generally free, although some are now charged for - ie. 'Digital commerce platfrom provider BitPass, Inc., has announced BitPass Unplugged, a new service that gives bloggers and others the ability for to charge for podcasts.'
What is the appeal of podcasts?
- they offer a far more non-linear approach of listening to content: consumers can listen when they want, on different channels such as computers and MP3 players, and can pause and skip through bits they don't want to listen to
- they are easy to download, and the majority are free. For example, iTunes offers a huge range, with the option to subscribe to the whole 'series' of podcasts, that automatically download to your iPod.
- they cover a massive range of subjects, and because of this appeal to more niche audiences. Radio shows don't offer such a wide selection of topics, and the more specialist subjects are often not covered at all, or are only covered rarely.
- there is the opportunity to listen to world radio station podcasts that would be unavailable to audiences otherwise.
What are podcasts key audiences?
- as with the majority of new technologies, the teenage audience has embraced podcasts. The compatability with iPods/MP3 players, the ease of downloading through iTunes and the fact that the majority are free are all factors that interest this audience. However, as few podcasts contain music, due to copyrighting, there is a limit to how appealing they are to teenagers.
- another key audience is those with an interest in a niche genre or subject. Because there is generally little information available on these, podcasts are a cost effective way of getting information easily and quickly to the general public.
- a third audience is businesspeople, because podcasts can provide useful news updates and business information, and can be listened to on-the-go, which is appealing for those lacking time.
One specific example - 'Jimmy Carr Live'
This podcast shows comedian Jimmy Carr doing stand-up. The description below sums up the series:
This podcast would apeal to quite a specific audience; either Jimmy Carr fans ot stand-up comedy fans. As this is quite a niche genre, and can only be found rarely on either television or radio, this podcast has quite a strong audience.
Fans of this kind of comedy are also likely to be young, and therefore quite big technology users - meaning they are likely to own an MP3 player/iPod and a computer, and therefore have all the necessary tools to enjoy this podcast as well.
The Trickshot Films Website is the homepage for an independent film company, that attempt to spearhead innovative independent low budget film-making in the UK. The website acts as a marketing tool for the companies movies, while also providing help to would-be filmmakers.
Features
- Information about all the Trickshot productions: This is one of the main purposes of the website from an indusstry point of view, it allows prospective customers to quickly and easily find out about the company, meaning they are more likely to support them and buy the merchandise.
- Blogs, news, press releases, 'coming up,' and images: These all aim to generate publicity for the company, and ultimately earn more revenue, while from an audience point of view, these offer an extra, behind the scenes look at the filmmaking process, while filmmakers can learn from.
- Option to become an incidental friend if you donate £10.00 or more, where you receive “a guaranteed end credit in the movie, an invitatation to the Premiere screening, a free item of Incidental movie merchandise and a special discount on the Incidental DVD!”: This is a key example of seomthing that offers rewards to both the industry and the audience, and allows a much closer and more personal link to contributors. It gives ordinary people the opportunity to become involved with the filmmkaing process and receive recognition for this.
- Option to buy Trickshot DVD’s online: Another key feature from the industry point of view. As the company is independent, it is unlikely that it has many channels of distribution for its merchandise, and so the website would probably be the primary channel.
- Link to the film companies ebay site, offering film merchandise for auction: Again, will earn higher revenue for the company, and allows the film fanatic an opportunity to own a piece of film history.
- Downloads (trailers, video diaries, podcasts, wallpaper, sounds): More publicity for the company, while allowing the consumer to feel like they have special behind-the-scenes knowledge. It also offers them a reward for visiting the website by giving them things they can use elsewhere, such as wallpapers.
- 'Contact us': An opportunity to interact with the company, allowing customers to ask questions.
The Lord of the Rings DVD
Includes:
Disc one:
- The full length, uncut version of the film.
- New technologies=Widescreen capability, Dolby Digital Surround Sound, Stereo Surround Sound, English Subtitles.
These features are all designed to enhance the viewing experience for the consumer, and create a more cinematic and 3d experience, allowing home entertainment to go beyond, and offer more.
Disc Two:
- In-depth programmes, including The Quest Fulfilled: A Directors Vision, A Filmmakers journey: Making the Return of the Ring and National Geographic Special – The Lord of the Rings, The Return of the King.
These features offer something extra to the reader, further justifying their purchase of the DVD. They also offer a more personal, direct and backstage link with the film, encouraging loyalty for any sequels or films by the same director that may be released subsequently. By providing the consumer with extra knowledge, they are putting them in a position of power, and allowing them to feel almost as if they know ‘secrets’ about the film.
- Featurettes, described as ‘created for lordoftherings.net, take a closer look at the people and places of middle earth. Includes: Aragorn’s Destiny, Minas Tirith: Capital of Gondor, The Battle of Pelennor Fields, Samwise the Brave, Eowyn: White Lady of Rohan, Digital Horse Doubles.
In a similar way to the in-depth programmes discussed above, these featurettes offer the reader more classified information, allowing them to feel more involved in the behind-the-scenes aspects of the film. As these featurettes are also tied in with the Lord of the Rings website, it also encourages consumers to look at this, and so is a good form of advertising.
- Original Theatrical Trailers and TV Spots, The Lord of the Rings Trilogy Supertrailer and A Special Look at Electronic Arts’ The Lord of the Rings series of video games.
These are yet more examples of extra features available to consumers, while the item about the Lord of The Rings videogame is another good example of tying in different aspects of the merchandise in order for the companies involved to make higher revenue.
Key Theory
- DVD’s are a prime example of non-linear methods of media consumption. Particularly with this example, there are two discs, each with different features on that you can jump straight to. There are animated menus to make this process easy and non-confusing, and to allow the user to see quickly what is on offer and then choose which area of the DVD they would most like to watch. This means consumers can watch the content in whatever order they want, challenging the more linear nature of both the cinema and of video cassettes.
