I was a panelist on the subject of The Intersection of Radio and Podcasting at the Corporate Podcast Summit USA 2006. During that session, I regularly mentioned the Canadian Broadcasting Corporation (CBC) and National Public Radio (NPR). Two days later, a number of CBC producers and hosts attended (and even presented at) the Podcasters Across Borders meetup and conference. This latter point has inspired some lively discussions in Podcasts and in person for the last few months – particularly during the last week.
There are a number of issues at play here. In this post, I will map some of them out and highlight some points for consideration.
PODCASTERS CAN LEARN FROM RADIO
The spirit of Podcasting is that it is not (or at least does not have to be) bound by traditional rules of radio production. In fact, many independent Podcasts enjoy significant subscribership due to the very fact that they are not radio (no theme song, no seasoned host, no pacing, and so on) and Podcasters that are “anti-radio” celebrate their decision. Whether the traditional programming devices become central to a Podcast or treated as an electric fence to be avoided, they exist and can be considered based on the individual’s own taste.
RADIO CAN LEARN FROM PODCASTERS
During PAB2006, Shelagh Rogers and Tod Maffin evangelized that one of Podcasting’s greatest qualities is that hosts are allowed to incorporate themselves into their programs. In radio, there is no room for the emotions and thoughts of the host; in Podcasting, it is the genuine delivery of the message that establishes a singular connection between the listener and the host, even though they do not exist in the same time or space. The attention is shifted from the content and technical presentation, to the interest and passion of the host.
PUBLIC VS. COMMERCIAL RADIO
When I talk about terrestrial radio experimenting with or adopting Podcast technology, I typically talk about Public radio. Perhaps because they dislike or feel threatened by Public radio, this has raised the hackles of some Podcasters. Why do I use the Public radio example? Because it has at least two advantages over commercial radio where Podcasting is concerned:
- Public radio generally creates its own content, or contracts for it, and therefore owns the rights for broadcast and distribution. Corporate radio tends to use a lot of “licensed” content (such as music). Where Internet licensing is available, it is prohibitively expensive at this time.
- Public radio is typically not driven by a formulaic programming model that is designed by a central body to appeal to a very specific niche in a local market. Public radio programming is created by people with the authority to develop and produce their own content as long as it fits the spirit of a larger vision. They have the freedom to reuse content from the airwaves, as well as the freedom to create Podcast-specific content.
RADIO RETHINKING ITSELF
Radio stations face a lot of challenges in the age of Web 2.0 with of its built-in social media capabilities. Producers and hosts will have to work hard to remain competitive, keep existing listeners and attract new ones. They know this. That is why these people are experimenting with the possibilities of Podcasting, and becoming part of the culture as well.
The technology that threatens radio, could be the technology that reinvents it.
