A rádio está a tirar partido do podcasting?

O que é que significa que, na loja iTunes dos EUA, o podcast mais ouvido seja o de um programa da NPR, «This AMerican Life», de Ira Glass? que a rádio está a aproveitar o podcasting? que os ouvintes querem bons conteúdos e que os melhores conteúdos podem ser os da rádio? que os ouvintes da rádio estão a aproveitar as novas tecnlogias?

«Although iPod remains a four-letter word to many in the radio business, the top podcast on the iTunes chart, week after week, is a radio show: "This American Life," the weekly syndicated public radio show hosted by Ira Glass. It's a sign that radio, instead of fighting the competition from online and satellite radio, is adopting the same tools to serve -- and keep -- its listeners. It wasn't so long ago that terrestrial radio was just called radio, a business ruled by revenues, formula and conventional wisdom. But now it's exploring new ways to reach listeners. That strategy includes inventing new or hybrid formats, running multiple formats via HD Radio and stepping away from a nuts-and-bolts radio altogether -- by offering programming on-demand through online podcasts and even featuring video content on stations' Web sites. High Definition Radio's digital broadcasts may be terrestrial radio's most effective weapon as it rallies to maintain its relevance in the face of downloads, file-sharing and satellite radio. These receivers give FM signals CD-quality sound and convert AM signals to a clearer, FM-like signal. The technology also enables broadcasters to air more than one channel on the same frequency, opening the door to new formats and more choices for listeners. (...) "Terrestrial radio remains a medium of choice for millions of Americans," says Jeff Pollack, chairman and CEO of Pollack Media Group, a Pacific Palisades, Calif.-based music and programming media advisory firm that works with TV and new media companies as well as radio stations.  Pollack notes that a large majority of Americans -- 93 percent -- listen to radio at least once a week. "That is not going to change in the near future. During 2007, we expect that more and more U.S. stations will be streaming their signals, as well as offering their broadcasts in digital form. Some will also create new sub-channels of specialty formats, which will be available to those with HD radio receivers and also on the Web."»

fonte: «Radio competes against downloads, file-sharing, satellite broadcasts», Wednesday, January 10, 2007, Adrian McCoy, Pittsburgh Post-Gazette