What is 'Podcasting'?
Podcasting, created by former MTV VJ Adam Curry, is a term that was devised as a crisp way to describe the technology used to push audio content from websites down to consumers of that content, who typically listen to it on their iPod (hence the "pod") or other audio player that supports mp3 at their convenience. The term podcasting is meant to rhyme with broadcasting and is a derivative of the iPod platform. While not directly associated with Apple's iPod device or iTunes music service, the company did contribute both the desire and the technology for this capability. Podcasting is not unlike time-shifted video software and devices like TiVo, which let you watch what you want when you want by recording and storing video, except that podcasting is used for audio and is currently free of charge.
Podcasting is an automatic mechanism whereby multimedia computer files are transferred from a server to a client, which pulls down XML files containing the Internet addresses of the media files. In general, these files contain audio or video, but also could be images, text, PDF, or any file type.
The content provider begins by making a file. (for example, an MP3 audio file) This is usually done by posting the file on a webserver. The files may be available to the general public or may only be available to certain users.
The content provider then announces the existence of that file by referencing it in another file known as the feed. The feed is a list of the URLs by which episodes of the podcast may be accessed. This list is usually published in RSS format, which provides other information, such as publish date, titles, and accompanying text descriptions of the series and each of its episodes. The feed may contain entries for all episodes in a series, but is typically limited to a short list of the most recent episodes, as is the case with many news feeds. Standard podcasts consist of a feed from one author. More recently, multiple authors have been able to contribute episodes to a single podcast feed using concepts such as social podcasting.
The content provider posts the feed on a webserver. The location at which the feed is posted is expected to be permanent.
(Wikipedia)
It opens up content to those wanting to consume it. It takes linear media into a non-linear media environment and as a result, it offers more choice to it's audience.
Choice and power are so important to media companies as it is these factors that determine how they run their channel, station, website etc.
What does it mean to broadcasters?
It means that they can utilise the internet, the public's personal devices and computers to enable consumers to access more of their content which, overall, will boost their brand , ratings and figures.
Podcasting opens up other doors for broadcasters. There may be a charge applied to some podcasts due to content which could supply another form of revenue for the broadcaster.
Podcasts are not just for broadcasters though, many companies are beginning to see podcasting as a whole new business strategy.
A certain airline company has offered free pre-loaded Mp3 players as an incentive to use their premium services. Passengers received a corporate branded MP3 player preloaded with an audio magazine about other destinations served the airline.
A luxury car manufacturer offered MP3 players to encourage customers to take test drives. The players were preloaded with an audio infomercial with customer testimonials and interviews with engineers and designers.
A financial institution gave away MP3 players to new customers as an incentive. The players were loaded with an audio magazine giving valuable advice on investment and money management strategies.
National Semi Conductor issued 8500 video iPods to staff. National Semi Conductor has identified podcasting as the most effective way to communicate and train their staff.
(http://podcastmatters.wordpress.com/)What is typically found on a Podcast?
Podcasts can be about anything the author likes. Often podcasts are extensions of shows already running. For example, BBC Radio 1's Podcast and the Adam and Joe podcast on Xfm (Check out the clip below).
Podcasts can also be news based. Below is an excerpt from the Columbia Journalism Review explaining how the Pentagon are using Podcasts to inform the public about the Iraq war...
"..."new teams of people” at the Pentagon “will begin working to ‘develop messages’ for the domestic 24-hour news cycle.”
But what might that mean? CNN.com followed up, and reported that the new operation is to have four branches: New Media, Rapid Response, TV and Radio Booking, and Surrogates. The idea is to massage the domestic media coverage of the war and of the Pentagon in general.
For example, the New Media branch will create “products and distribute information” for the Internet, as well as through podcasting, DVDs and Web sites, including YouTube."
Podcasts do not just have to be audio based. Quite often, podcasts are in the form of a video. Video podcasts range from small sections of an already popular show, instructions on how to make or do something or diary like casts.
No comments:
Post a Comment