As traditional media channels whither, new ones always rise to take their place. One very promising channel is podcasting. Podcasting is a method to deliver time-shifted audio programming created on a PC which is then distributed via RSS to an iPod or other MP3 device. Podcasts can be subscribed to just as RSS feeds are subscribed to and special software automatically transfers the feed from user’s computers to their MP3 device for later listening. It’s radio broadcasting for dummies, if you will. It’s only a matter of time before video is incorporated into Podcasting as well and delivered to MP3 equipped cell phone screens. Who needs broadcast television, when podcasting will literally allow for the creation of personalized media channels? Writing in iMediaConnection, CooperKatz VP Steve Rubel further defines podcasting and its potential as an ad medium. From the creation of radio-like audio spots, podcast sponsorships, RSS feed-embedded text ads and the development of a marketer’s own AvantGo-like podcast channel, podcasting is yet another simple technology that will catapult handheld devices, most likely cell phones, to the primary media consumption device. Podcasting and the “death” of broadcast is not to say the technical device referred to as a TV is going away. Broadcast networks might go away (or, more likely, alter their method of delivery) but there will always be a need for large screen entertainment. Though, in the future, the device referred to as a TV will carry your own personalized podcast that you create and modify to your heart’s content. Looks like growing old might not be so bad.
