Podcasting is a technology that allows you to download and listen to audio files using portable music (MP3) players like the Apple iPod.

Podcasting term origin: iPod + Broadcasting = Podcasting

The origin of podcasting has been largely attributed to the popularity of blogs and blogging and the creation of RSS (Really Simple Syndication). RSS allows web users to view updated information on their computers through feed readers without having to visit websites or sources of information. This gave them the opportunity to view selective information and read details of only those which they liked. (More information on RRS Feeds)

RSS technology gave way to the idea of having similar software that would bring audio files to the web users. For the software to capture these audio files, the audio files had to be created using a typical format. The audio files (podcasts) could then be captured using programs like iPodder (also jPodder) and easily distributed

The growing popularity of podcasting is attributed to its distinct advantages of listening convenience and lack of intrusive advertising.

Listening convenience

With podcasts, you can download and listen to audio files at your own convenience. For example with radio programs, you don’t need to be tuned in to a specific radio channel at a specific time. If the program is available as a podcast, all you need to do is download it, add it to your play list and listen to it whenever you feel like!

No Advertising

Podcasting gives the listeners freedom from advertising which has become an integral part of broadcasting.

Easy creation and distribution

Podcasting also offers individuals the ability to create their own podcasts as they are relatively low-priced and easy to create. Podcasts are easily distributed and made accessible to interested listeners.

The popularity of portable music players underlines the opportunity in podcasting.

Podcast music, shows, e-books, seminars, workshops, podcast articles and whitepapers; Podcast everything you feel would give consumers opportunity to use their time effectively. Obviously, make sure that the information that you podcast is of relevance and would be useful.

Podcasting is the evolution of media. Having the same inculcated into your organization/ company reflects your progressiveness. It also increases your product accessibility and usability. Giving the option of podcasting also sends across the message that you respect your consumers’ time, making your company / organization consumer-friendly.

Apart from promotion, enhancing user-experience, product usability and accessibility, podcasting is being viewed by many as a profit making opportunity.

Encouraging sponsorships (less intrusive than advertising), charging nominal subscription fees or advertising are options many are contemplating. But the success of any of these would depend on the popularity and quality of your podcasts and the willingness of your audience to pay for your podcasts.

Having said that, it has been observed that with thousands of podcasts available on the Internet today, unless you are a radio station or a popular program, having your audience to pay to listen might be difficult.

Podcasting is an evolutionary technology which would continue to gain popularity because of the convenience it lends to users. Forward thinking technologies like podcasting give more flexibility and ease of usage to the users. Podcasting should be adopted by businesses wanting to distribute their content to their prospective consumers in ways that would be convenient for the users to access.

Avneet Sethi is the co-founder and Director of CueBlocks.com an Internet Marketing firm that helps companies develop and implement successful online marketing strategies.

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