Podcasting businesses by the dozen
Published by on March 8th, 2007
If I was going into business within the UK podcasting space right now (note I don’t refer to it as an industry), what would I do?
Set up a network? No.
To make this work commercially takes money, real money. There are already a small number of players here and the set-up time curve is way too long to get up there and compete. PodShow is right in building a delivery platform (podshow.com) and I believe that no commercial network is viable without one. That takes an often underestimated commitment of resources, time, and funding.
Set up a podcast production agency? No.
This space is another which is increasingly crowded as more an more new agencies pop up almost weekly. Not only do these agencies have to compete with each other, but also with established, traditional audio and video production houses, all with established client portfolios and appropriate credentials. Admittedly there is an awful lot of work around right now and an awful lot more on the horizon, but this area is, in my opinion, a very thinly skinned bubble.
Create one or more niche subject podcasts aimed specifically at sponsors? Yes.
This is of particular value in the UK where there are currently huge gaps in genre content. Where elsewhere we are seeing established and successful shows - not merely the early adopters who have had 18 months to two years to build brand and audience - covering specific yet broadly attractive niche, in the UK we frequently lack the non-repurposed, quality content. The content needs to target a specific audience demographic which advertisers and sponsors are ready to invest in. Broad audience appeal would not be as lucritive unless there was an extremely large audience - something that would take far too long to build. Audience building in focused niche subjects can be more easily achieved because the podcast promotional activity can also be suitably focused and targeted.
To be honest though, if it came down to it at this time, I would likely not create a business within podcasting at all. I would work up at least one my dormant commercially viable online projects which is very much not within the podcasting space. Right now though, I’m having far too much fun with the growing network guys.
4 Responses to “Podcasting businesses by the dozen”
Hi,
I don’t really agree. I think there is a need to set up podcast prod houses by those who know how to make informative, interesting, entertaining radio. I am in Australia but I know in the UK some of the best podcasts are from former BBC producers - that is people who know about telling a story with audio. I think good producers will help bring up the standard of podcasting and separate the indies from the pros and develop a real industry. Ad agencies and existing studios might know how to record some voice and stick an RSS on it but so what!
The existing broadcasters podcasts - BBC, ABC in Australia - are very popular for a reason.. they make good listening.
Gus, Sydney Australia
Welcome Gus.
>> record some voice and stick an RSS on it
When you boil it down, isn’t the process of creating and publishing a podcast just that?
What about setting up a podcast production agency with a view to creating niche subject podcasts aimed at sponsors?
Re. creating delivery platforms I still believe that it’s difficult to compete with iTunes especially when it’s usually one click to subscribe to a podcast and the podcasts are for the most part 100% up to date. By comparison, on Podshow one of my podcasts hasn’t been updated since October 2006!
>>What about setting up a podcast production agency with a view to creating niche subject podcasts aimed at sponsors?
erm… that’s what I said. I didn’t call it an agency because agencies tend to be structured to work commissions from clients, which is different to prospecting with products.
>> Re. creating delivery platforms I still believe that it’s difficult to compete with iTunes especially
Firstly, iTunes isn’t a delivery platform, it’s a directory - albeit with, allegedly, cached media content.
Secondly, the way to deal with iTunes is not to compete against them, but to work with them.