p2pnet - rss feed: Cashing in on podcasting
p2pnet.net News:- “The runaway popularity of blogging, which has turned everyday people into online news outlets, caught the media establishment off guard.”
That’s one way of putting it, and that’s an explanation from BusinessWeek Online on the huge popularity of blogging.
Another way might be that unlike the general offline population, Netsters have found a way to supply each other with unspun, unfiltered news and information and they’re going at it for all it’s worth.
But, “The industry is trying not to make the same mistake with podcasting - which lets nearly anyone ‘broadcast’ on the Internet,” says the story, going on:
“Everyone from Disney to Newsweek to National Public Radio is now offering podcasts, and Apple Computer, Inc. last month made it a whole lot easier to find them and download them to iPods.”
Profits “remain elusive,” but there’s a, bigger prize over the horizon.
The company that, “manages to become the go-to Web site for podcasts could gain enough leverage to strike favorable deals with proven content providers, and generate cash by charging for subscriptions and advertising,” says BusinessWeek Online of coming corporate moves to milk podcasting and turn it into a profit instead of public entertainment and information phenomenon.
“Like bloggers, podcasters can sound off on whatever they please - from politics and religion to gladiolas and glass-blowing,” says the piece.
Enter the Big Four record label cartel.
“Podcasting isn’t likely to explode in popularity until companies figure out how to guarantee that music owners get paid.”
Like it hasn’t ‘exploded’ already? And Apple’s bid to be the first significant corporate entity to get into it definititely wasn’t altruistic. It plans to make serious cash out of using podcasting as a promotional and advertising vehicle.
“But as tens of thousands of podcasters seek audiences, a growing number of companies are trying to make sense of what’s out there and become magnets for the best of it,” the post goes on.
In short, podcast listeners are destined to become “target audiences” and podcasters, hard-core advertising distributors.
The corporate fat cats may have missed the boat by failing to identify blogging as a money-maker, but they’re not going to make the same mistake with podcasting which is destined, it seems, to become another way for advertisers to cram unwanted sales and promo messages down surfers’ throats.
Toyota will underwrite all podcasts for Los Angeles-based radio station KCRW for six months in exchange for a 10-second mention in each of the shows, Ruth Seymour, KCRW’s general manager is quoted as saying
But, “The explosion for podcasting hasn’t happened yet,” she says.
“It takes off the second that someone gets the music rights.”
July 15th, 2005 at 8:46 pm
Which means they’ll fuck it up and make it lame. These unhip poseurs do not create or innovate, just jump on the bandwagon & milk it until it becomes run of the mill. Look what the record mafia has done to rap, which used to be about partying, lightweight stuff. Now it’s anti-social thuggery disproportionately marketed to minority children, the last thing of which those that already endure constant hurdles need to imitate. As a Priest once said, “If you want to know what GOD thinks about money, look who he gives the most to!” Lol. Good one Padre.
July 16th, 2005 at 2:29 am
Well, yes. Same could be said for blogs, papers, news outlets, television, movies. Equally there are the opposite.
It’s very much one world, and there are niches to be found for everyone in it. From independent cinema and music, to just doing it yourself. Blogs are scurrying with corporate activity - from big companies advertising to the little guys that strike deals with blogs that reflect their product.
It is a community - and I think most people reading this find distate is mass, commercialised “communities”. Will the 40 year old mom of two mind having ads in her PodCast? - shit, she’s -listening- to a PodCast.
It’s a big mean capitalistic world that we live in, that we feed right now consuming services and equipment, that we validate RIGHT NOW by lending our eyes to this page. The great thing is that anyone can do it, and passion still does drive alot of people.
I doubt this is really the end of the world, really? We’re all smart enough not to lap the crap up, and enjoy the good (minority or not) that comes with it or that we seek out.