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One of the great challenges broadcasters of all sizes face these days is the swell (actually more like a tsunami) of technology or “new media.”
Many radio stations around the world are puzzling out ways to explore these new media worlds and to make use of them, if possible.
BUZZWORD
In “Podcasting: Download Content, Upload Dollars” Daniel Anstandig, vice president at consultancy McVay Media, will look at a way one of these new challenges can be met — for broadcasters to integrate interactive media into their traditional media/broadcast business models.
How so? Through “podcasting.”
Podcasting is a buzzword currently, and like many buzzwords, it is often used but not always understood. Yet, it should not be dismissed cavalierly as a passing fad.
For the uninitiated, a podcast is nothing more than a downloadable program or program excerpt (via the Internet and usually in a format that can be played by a portable player).
Anstandig works with media outlets across the country on fine-tuning their approach to the digital frontier. During this Radio Show panel, he will lead a discussion with panelists on the state of the podcasting business, video-on-demand, and insights on revenue-generation from podcasting. Included in this session are details on specific moneymaking value elements that broadcasters can add into their podcasts.
For broadcasters a bit shy of podcast demands — a new technology to be learned, rudimentary video skills and equipment investment — Anstandig will demonstrate how simple podcasting is through case studies of media organizations around the world who are succeeding on the digital battlefield.
Anstandig will be joined by panelists with experience in podcasting.
VALUE ADDED
Anstandig points out “Podcasts are a simple and powerful addition to any new media audience and revenue strategy.” He adds, “Podcasting is more than a buzzword. Already it is a serious revenue generator and audience magnet for some broadcasters.”
Podcasts have the advantage of rewriting traditional radio listening patterns and schemes. While content on AM and FM passes from the tower to the consumer’s radio without an opportunity to rewind, fast-forward or pause, podcasting puts content in the controlling hands of the listener. Podcasts can be archived, played back at the listener’s pace and accessed multiple times. Additionally for advertisers, their ad in the podcast has continued life.
Podcasts strengthen a broadcaster’s or station’s Web presence and add value to that Web effort by encouraging listeners/downloaders to search the site to obtain a podcast of a program they enjoyed, return to the site regularly in search of a program they missed or fresh material.
Anstandig also notes that podcasting opens new avenues for content creators: “Podcasting is not just about iPods and MP3 players. It gives a delivery mechanism to content providers who don’t have AM or FM licenses, and it opens up a new world of choices for consumers.”
Anstandig says: “This session is a must-see for newcomers to new media and any manager whose success is tied to interactive media.”
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