Commercial Radio Australia (CRA) does not consider podcasting poses any threat to traditional radio broadcasters, despite the spread and growing popularity of the new technology.
Podcasts broadcast audio predominantly, but can also show graphics and video, and can be heard on any digital audio player including a Mac or PC. Sound files (often MP3) are posted on line for people to hear or view when they want.
CRA Chief Executive, Joan Warner, says all media organisations look for new ways to reach their audience and podcasting could be a useful, additional means to do that. In fact, Warner has told Fairfax technology wrier, Rob O’Neill she believes digital radio will overtake podcasting.
“It gives broadcasters and listeners the ability to drill down for content. People get so hyped and excited by new technology, they don’t take into account people’s behaviour.
“Radio is strong because it is anywhere, any time and free to air. But, many of the new services have a charge attached. It may be small, from the telco, say, but it’s still a charge.”
Garth Kidd of Sydney helps build iPodder – open source software, written in the Python programming language, which allows users to subscribe to podcast feeds of mostly audio content. Although Kidd is sceptical of any immediate podcasting threat, he believes radio is threatened by new technology.
“I think the biggest threat to radio right now is that its user base is dying. Youngsters are not listening to radio or even watching tv as much. As people compete for more share of a dwindling base, radio gets more and more boring. Radio is in trouble, completely independently of podcasting.”
Kidd says podcasts have matured from nerds making audio programs – mostly about the act of podcasting – to a wide range of topics, as more people become their own online DJs and shock jocks. “Podcasting will inevitably become wide and grow very quickly.”
A disputed US survey by Pew Internet estimates six million Americans have received a podcast. Many go on to make their own and contribute to the rapid swelling of podcasts (currently about 5000). There are no figures for Australian listeners.
Overseas, established radio providers are already experimenting with delivering podcast services.