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The traditional broadcaster ought to be getting nervous, unless he or she has been living under a rock in the last two years.

As a veteral radio broadcaster for the past 22 years, I've always had a spcial passion for the business. At the same time, I've always been in touch with the technology of the future, and continue to envision "what will be" in the future of commercial radio. That notion is partly bourne out of laziness and partly of my innovative senses.

I've been Podcasting since 1995, but we called it something different back then (I say as if 1995 was a half century ago). We simply stuck an MP3 file out there and told people on the radio to go get it and listen to it. We even sold a small sponsorship for it and made it worth our efforts (for a while). Every broadcaster should be podcasting today because they're the ones best suited to produce the talent at the quality level needed to lure fans. No one enjoys listening to the muddy voice of Corey in Alta, Iowa ramble about his Anime DVD collection using his PC mic. People do, however, want a highly produced, commute-lengthed track of something entertaining or informative -- by professionals.

Yes, broadcasters have the tools and talent to produce Podcasts and the ability to sell their it to their audience, except for one small byte of information: they don't have a clue what Podcasting is. So we, the innovators, need to produce the tools they need to publish their poscasts.

How do we do it?

We begin by offering to take a radio station's current offerings (and a few podcast exclusives), edit them down to byte-sized chunks, and offer the 'casts to their listeners. That way they stay relevent and don't lose out to the indies vying for their marketshare.

Commercial announcements should be well place and imbedded into the content as a billboard and not a full-lengthed commercial no one will hear.

RSS / Podcast / Blog / Pings - Infrastructure Founder/CEO

Danny Bishop can be reached at Danny (the at symbol) Danny Bishop Media (dot) com or by calling five one five - seven oh seven - sixty-one fifteen.

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