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Companies jump on podcast bandwagon

updated 02:15 pm EST, Tue December 27, 2005

Podcast bandwagon

While a growing number of companies are jumping on the podcast bandwagon, private podcasts and vidcasting are expected to be the next big thing. The Boston Globe says that Podcasting, which gets its name from Apple's iPod, just turned a year old in September and "has already evolved from the playground of hobbyists to a .

Because podcasts reach a very narrow audience, the content must be specifically tailored to the demographics and be interesting enough that the listeners doesn't tune out or fast-forward through the broadcast, according to the report.

Noting that corporations use podcasts differently than independent content makers, the report says that revenue opportunities for the podcasting industry are be related to production, advertisements, and possibly fee-based subscriptions. Although all podcasts on iTunes are currently free, one report says that users can expect Apple to offer fee-based podcasts as early as next year.

"Individual podcasters accept donations at their websites, charge for subscriptions, or sell merchandise and ads on their sites. Corporations use podcasting differently -- so far, it's an indirect marketing tool rather than a source of revenue.

Media conglomerate Clear Channel is already planning to experiment with video podcasts of its radio stars--with conservative talk-show host Rush Limbaugh expected to be the first.

by MacNN Staff





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