Podcasting

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.