Podcasting Is Not the Next Mass Medium

By David Coursey  |  Posted 2005-06-16 Print this article Print

Opinion: Independent voices will fade away because it is hard to be original and interesting over time, and major media outlets will be the big fish in this small pond.

I hope that when Apple adds a Podcasting feature to iTunes—as Steve Jobs says the company will do this summer—that it will turn out better than iTunes Internet radio feature. The problem with iTunes radio is that most online broadcasters use RealNetworks or Windows Media formats not supported by the iTunes player. That severely limits the number of Internet stations that iTunes can receive. If you dont believe me, look at iTunes anemic radio directory.
Click here to read more thoughts from David Coursey on Podcasting.
With Podcasts mostly in MP3 format, iTunes should at least be able to play most of them. Apple plans to automate the downloading process, helping users grab the Podcasts off the Internet for listening on a desktop or laptop or dropping them onto an iPod for mobile listening. iTunes runs on both Mac and Windows, so thats a plus both for listeners and Podcasters. And while there are other programs that download Podcasts, Apple has the ability to really popularize them in some circles. They arent, after call, called Podcasts for nothing. Jobs says Apple will do some filtering to help users find quality Podcasts. It will be interesting to see how this works and what chance independent Podcasters will have of making it through the Apples filter. Over time, I expect the "most listened to" Podcasts will be products of existing media companies that use Podcasts as a means of repurposing content. Read the full column on Publish.com: Podcasting Is Not the Next Mass Medium.
One of technology's most recognized bylines, David Coursey is Special Correspondent for eWeek.com, where he writes a daily Blog (blog.ziffdavis.com/coursey) and twice-weekly column. He is also Editor/Publisher of the Technology Insights newsletter and President of DCC, Inc., a professional services and consulting firm.

Former Executive Editor of ZDNet AnchorDesk, Coursey has also been Executive Producer of a number of industry conferences, including DEMO, Showcase, and Digital Living Room. Coursey's columns have been quoted by both Bill Gates and Steve Jobs and he has appeared on ABC News Nightline, CNN, CBS News, and other broadcasts as an expert on computing and the Internet. He has also written for InfoWorld, USA Today, PC World, Computerworld, and a number of other publications. His Web site is www.coursey.com.

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