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Podcasting Radio Shows - Why?
There's breaking podcasting news being presented by two of the radio industry's premier trade publications. Guess that makes podcasting worthy of a news story. Then again, maybe not. You be the judge.
We have Billboard Radio Monitor announcing that "Professional podcasting will make a major debut this Labor Day..." in the Big Apple. The story is about WINS, one of nine Infinity news-talkers to begin offering prodcasts.
Meanwhile in Honolulu, according to Radio & Records, Clear Channel's KHVH has started to place some of its programming online at HonoluluPodcasts.com. The headline reads "Clear Channel/Honolulu Debuts Podcasts."
Now, take a few minutes and you'll understand why neither of these two moves is earthshattering. You'll also see why (while podcasting can be a worthwhile project for radio) both of these moves are nothing more than a repositioning of programming online, and that few people are going to bother with them.
First visit the 1010 WINS podcasting page. Forget about going through the motion of setting up an RSS feed to download any of them directly to your player... as if you'd go through that motion at all. Instead, listen to the content of the various programs offered by clicking the "listen" buttons. Then drop me an
email if you find anything that grabs your attention enough to cause you to subscribe.
Next, jump over to the sunny shores of Honolulu and KHVH. Listen to what's offered as "podcasts" there. Again, see if there's content that makes you say "gotta subscribe to this."
Neither offering has anything that will move more than a few dozen folks to take action, as in subscribing. Yet both stations, and the radio industry, are treating this as if it's the second coming of radio.
To be effective, podcasting needs to have program content that forces action by delivering information (or entertainment) of value to the audience. Instead, what you find at either are regurgitated programs offered for the sake of being able to say "we're podcasting." There's plenty of sizzle with little steak.
If radio wishes to make something of this new technology, it must offer programs created specifically for the podcasting-centric audience. Self-help, tutorials, in-depth news coverage, and special programs that carry the weight of credibility through excellent reporting are the ingredients of a successful podcast recipe. None of this is evident in any of the above-mentioned "podcasts."
But don't just take my word on that. Listen yourself. See if this isn't another fad that radio is following. And see if you don't agree that radio has the opportunity to create something truly unique with this new podcast technology. Then ask why something like that isn't making headlines instead.
Posted:
12:04 8/29/2005
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