Why does broadcast radio fear podcasting?

[DashRiprock]

I don’t understand why broadcast radio is so frightened of the Internet. Radio is delivering audio content to people and selling them stuff. How does that change with WiFi and “podcasting”? It’s basically the same thing with a different method of delivery.

It’s all good when you think about it:

-Advertisers will have less guesswork about ratings and they can deliver highly targeted advertising with measurable results.

-Listeners will have more choices AND on demand content.

-Manufacturers will a field day selling mobile Internet devices.

-Tower climbers will have more work than ever.

-People who develop/maintain satellites and related networks are still needed.


So, what’s wrong with progress?

 

[JbeJay]

I don’t understand why broadcast radio is so frightened of the Internet.

This sounds like the old joke about "Have you stopped beating your wife?"

In other words, what is your evidence that radio FEARS podcasting? Some stations, especially those with younger targets, already offer podcasting options via their websites. Please show us the fear.

Oh, wait, let me guess: You sell a podcasting service and are unhappy that not every radio station is interested in buying from you?

If not, please offer your abundant evidence that "broadcast radio is so frightened of the Internet."

Jay

 

[DashRiprock]

No real evidence, it's more of a feeling I get while reading other threads. Comments from what I think are insiders seem to treat podcasting as a "joke" or not "real" radio. Maybe I all wrong here, but that's the vibe I'm getting.

 

[Holland Cooke]

Broadcasting SHOULD fear podcasting!

Good evening from Noo Yawk, and the Talkers magazine New Media Seminar, where PACKED podcasting sessions this afternoon said it all.

From the must-read book "Cluetrain Manifesto, The End of Business As Usual," by Rick Levine, Christopher Locke, Doc Searls, David Weinberger:

"Some little garage operation can only take away, say, .001 percent of market share from one of these monster companies. However, a hundred thousand garage operations can take it all -- and given the new business dynamics the Internet brings to bear, this can happen overnight."

As Mr. Dylan sang: "Ya better start swimmin,' or you'll sink like a stone; 'cause the times they are a-changin.'"

HC
www.HollandCooke.com
http://hollandcooke.com/radio-info/hd.pdf

 

[DashRiprock]

Interesting site and newsletter Mr. Cooke!

Traditional broadcasters will have to compete directly with "garage operations" in the new landscape, but the amateur content still has to be good or no one will listen. Broadcast radio can win big time with the right moves.

 

[Holland Cooke]

RE: "Interesting site and newsletter Mr. Cooke!"

Thanks for saying so.

If you couldn't make it to Noo Yawk for Talkers' New Media Seminar, here's:

1. What you would have found in your tote bag: http://hollandcooke.com/radio-info/hd.pdf

2. Bootleg video, from a bothersome paparazzo: http://www.youtube.com/watch?v=R6ypG6A39MY

Included: Some clips from the Friday podcasting session.

Traditional broadcasters will have to compete directly with "garage operations" in the new landscape, but the amateur content still has to be good or no one will listen. Broadcast radio can win big time with the right moves.

YAH-mon!

HC
www.HollandCooke.com