Linked Media for real

Published by neil on June 4th, 2006

Finally. I cannot honestly say it’s been the greatest struggle ever, but it has been a time of great deliberation about what Linked Media will offer podcasters.

The company works to bridge the gulf between podcasters and content providers (i.e. mobile networks, mobile content channels (both referred to as ‘distributor’ from now on), etc. - note the use of the word mobile more than once).

From face to face discussions I have already had, the mobile space is looking for more content and looking at podcasting as a potential source of that content. One big plus for podcasting is the ease with which it can be licensed in contrast to repurposed mainstream media.

The downside is that large distributors are not able to negotiate individual content supply deals with hundreds, even thousands of podcasters - it would simply cost them far too much in manpower and legal costs to get that all agreed. The alternative is they approach a podcast network, but very few of the current podcast networks have the broadly categorised content they feel their customers are looking for.

Linked Media hopes to ease that difficulty by enabling individual podcasters to tap into this emerging - it’s not here yet - new means of distribution through the mobile networks. Note I say through the networks; this is not about some gadget or software utility that will get podcasts onto mobiles, this is about creating ongoing relationships between producers and distributors. It is certainly forward thinking, way forward in fact because right now the broad take-up of podcasts over mobile networks is severely stifled by the cost of mobile bandwidth.

When the cost does come down - and it will, whether it be in a month, two months or a year - we hope Linked Media will be in a strong enough position, with perhaps some content supply deals already in place, to help get the podcasters out there. And, very importantly, feed an income stream back through to the podcasters themselves.

That’s a very attractive proposition but one which is very embryonic at this time. The aim is certainly to generate podcaster revenue, but exactly how that might happen is down to a bucket-load of factors which may be entirely different with each network/distributor we are talking to. A logistical nightmare? Possibly… likely… but it is the removal of that nightmare that is attractive to all concerned. Basically, we have very little idea of how this aspect will work until far more meetings, discussions and idea sessions are gone through with the distributors.

What about an advertising revenue model like (almost) everyone else in podcasting? Well that’s not to be discounted of course, and we are brainstorming possibilities. But for now our main focus is about hewing out water channels in readiness for the time when the flood gates are opened by cheap mobile bandwidth.

More updates on the Linked Media story here as and when.
Read on for the official Linked Media press release.

Technorati Tags: business, linked media, podcasting

Press Release
1 June 2006

FOR IMMEDIATE RELEASE

Linked Media Launch To Bring Podcasts To The Mobile Masses

Despite the phenomenal growth of podcasting with 8 million people expected to listen to a podcast during the next 6 months according to BMRB, this new medium has yet to reach its tipping point in the UK. The launch today of Linked Media is set to spur the growth of podcast listeners by opening up accessible channels for independent podcasters to reach a wider audience.

Neil Dixon, rich media professional, podcaster and director of Linked Media Ltd says:

“Independent podcasters cannot compete with big business branding and marketing campaigns, but we believe we can help them to use emerging channels such as mobile to reach new listeners. This puts them on a more level playing field with the bigger commercial producers.”

Podcasts are a very attractive proposition for companies providing content for mobiles and mobile networks in particular. They are thirsty for new, original content which is straightforward to license. Licensing is one of the key issues in obtaining distribution rights for programmes produced by the traditional broadcasters.

Linked Media has therefore been established to help mobile networks and other providers build relationships with, and acquire content from, potentially thousands of independent podcast producers worldwide, not through a simple gadget or software solution, but by providing a bridge between them.

The UK podcasting community alone is currently generating around seventy hours of easily licenced fresh, original and entertaining content every week. This represents a very attractive source for anyone needing to satisfy the demands of content-hungry customers, and it is produced by independent podcasters equally hungry to find a wider audience.

Adrian Pegg, media professional and Linked Media’s co-founder added:

“The single largest stumbling block to podcasters exploiting the full potential of mobile downloading is the current cost of network bandwidth. But this looks set to change with increasing consumer demand for original, entertaining content on the move and rapid developments in mobile and wifi technology offering faster downloads.”

Linked Media is already engaged in discussions with a number of major networks, both in the UK and abroad.

Web: www.linkedmedia.co.uk
Email: info@linkedmedia.co.uk

Neil Dixon is a rich media and social media creative professional who has been developing traditional and online media solutions for almost 20 years. A podcaster himself since early 2005, he created what evolved into a central hub for UK podcasting: Britcaster.com and was part of the team responsible for PodcastconUK: Europe’s first dedicated podcasting conference in September 2005 in London. Neil is also a founding member of the unique collaboration which is social media PR consultancy Audacious Communications.

Adrian Pegg has been working in television and new media for more than 20 years, making programmes for all UK major broadcasters. An enthusiastic advocate of podcasting, he was also part of the team responsible for PodcastconUK. For 6 years Adrian was involved in developing the BBC’s commercial web presence beeb.com, which preceded BBC Online.

Tags: Business, Linked-Media, Podcasting
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