Podcasting is relatively new in the Australian market. Podcasting as a whole is an emerging technology that has near unlimited opportunities. There are many business and marketing aspects of Podcasting that are in the preliminary or development stages.
Currently within Australia Podcasting is experiencing incredible growth. ABC radio is one of the first Australian businesses to run Podcasting trials. They have cast twenty six of their programs which has enabled the subscribers to control which programs you hear, when and where.
Radio stations that have started Podcasting less than a year ago have been amazed with the audience take up. ABC radio is the leading Podcaster with over 300,000 downloads a week. Other radio stations such as 2Day FM, Triple M and Nova have also initiated Podcasting for their radio programs. With the rapid interest, stations are on the verge of developing major advertising and sponsorship deals. Each clip has the ability for naming rights, sponsorship and broadcast promotions. Large companies are increasingly using Podcasting for promotions and marketing events.
The Podcast Network is an Australian company that launched in February 2005. It is the first commercial Podcast network in the world. They were seeing 140,000 downloads per month at the end of 2005. For companies such as this the business capabilities just keep on growing. Lets not forget that mobile phones will soon be able to play Podcasts which means effectively anyone with a new mobile is a target for a Podcast.
Many companies have been using Podcasting as a way to increase the content that clients receive. In this we mean that businesses have added Podcasting to their marketing/promotional mix to increase or pinpoint their communication programs. In researching the prominence of Podcasting in the Australian market it was surprising to find many small to medium companies using single Podcasts for events and promotions. It is also worthy to note that businesses that provide education such as seminars or reports using Podcasting as an extra communication medium.
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