Por que é que as rádios devem apostar no podcasting

«About the same time the internet gained measurable use audiences seemed to tune out traditional “one-to-all” programming. Narrow-casting to tightly defined audiences was a distribution problem, among other stressful issues. Broadcasters, public and private, depended on big audiences. Narrow-casting meant finding more distribution points. Digital services, from the internet to DAB (et alii digitalis), seemed to be the answer. The worst for the broadcasters, now narrow-casters, would be that audiences in aggregate might carry the same weight (...).

It was idyllic when TV was offered a bit on cable and a bit free-to-air or when radio was offered on FM and AM. Of course, now everything is everywhere. And, to confound anybody trying to pin down the one, perfect distribution point, thousands of clever techies – some with a lot of money – are creating new possibilities every day (...)

Broadcasters now offer podcasts by the thousands. Most downloads are previously aired programs. Marks believes that simply offering archive material for retrieval misses the plot. Broadcasters have, he says, succumbed to the popular assumption that listeners want to interact with the station. “No,” he says emphatically. “They want to interact with their friends.” (...)»

(fonte: Podcasters (And Broadcasters) Are Losing the Plot, Follow The Media, Michael Hedges March 27, 2006)