By:Ajeet Singh Kharra(09BM8064)Divyan Kavdia(09BM8017)

PODCASTING

2

Presentation Outline What is Podcasting? Technology Applications of Podcasting Major Players Podcasting SWOT Legal Issues Industry Forecast Proposal Revenue Models

3

Podcasting? “iPod” + “broadcasting”= Podcasting It is the method of distributing multimedia

files, such as audio or video programs, over the Internet using syndication feeds like RSS, for playback on personal computers and mobile devices.

Unlike streaming audio/video, which requires you to listen/watch in real time, podcasting lets you control how and when you hear your favorite shows.

4

How does it work? Podcast producers upload Podcast Episodes

on websites & automatically be made available on your PC / Tablets/Portable devices.

Podcatchers or Podcast readers are used to play these downloaded podcasts.

5

Create a Podcast? A computer with a High Speed Internet

connection (DSL, Cable etc.) Equipment Designed to Record Audio &

Video. Software to record, edit and save incoming

AV as an MP3 File. An upload service that puts the recording up

on a Website and disperse the Podcast to the Web. Eg. Alesis Podcasting Kit

6

Podcasting Applications It can be used by Just about anyone who

wants to use the internet to get their ideas in spoken word, music, video or all of these to anyone willing to listen via the internet.

Public Services Publicity & Marketing Education & Academia – Mobile learning,

Professional development , Tutorials

7

Podcasting Applications Entertainment – Television commentary,

Radio series, Sports News - Newspapers, Conference & meeting

alerts Music - Replacement for live music audio

streams Politics - In the U.S., both major political

parties have various podcasts, as do numerous politicians

Health Special interest – Specific communities

8

SWOT AnalysisStrengths

Podcasts can be delivered by RSS feeds, where you receive the updates automatically on your RSS syndicator as they are uploaded.

No need to listen/watch in real time like live streaming

Human voice promote active engagement, enables a deep engagement with material.

Multi-tasking approach – listening/watching allows other tasks to be performed at the same time

9

Cont…Weaknesses

No two-way interaction or audience participation. Users must have sufficient bandwidth to download Unfamiliarity with podcast, technical problems in

publishing & subscribing podcast may act as barriers. Lack of necessary skills to make informed choices on

how to incorporate podcast in innovative ways to exploit the technology.

Poor podcast quality can refrain users.

10

Cont…Opportunities

Publicity & Marketing. Increasing access to Internet on low costs. Quest for untraditional methods of media

distribution.

Threats Increased absences when lectures are available

online as podcasts Delivery only through RSS feeds

11

Legal Issues Podcasts/Videoblogs are not regulated by the FCC

This means that podcasters can speak about anythingStill a good idea to avoid slander, threatening heads of state, inciting revolution against the government, threatening hate speech

Podcasts/Videoblogs are regulated by the RIAAAlways avoid commercial music without written permission

Videoblogs can run into other issuesShowing products/trademarks within video blogs will become an issue as it is in movies

12

Podcast PlayersTop Podcast Syndicates Are:

iTunes Blubrry Podcast Alley Podcast Ready Podbean

13

Industry Forecasts eMarketer projects that by 2013 there will

be 37.6 million people downloading podcasts on a monthly basis(22.4 million in 2010).

As a percentage of Internet users, podcast downloaders will grow from 11% in 2010 to 17% in 2013.

eMarketer forecasts that advertising spending will grow fivefold i.e. $400 million in the next five years ($3.1 mn in 2005,$80 mn in 2008 & $120 mn in 2010).

14

Proposal – ‘podFeed’ “podFeed will be a social podcasting

community that will connect podcast producers, advertisers and content consumers. It will be a host to news, entertainment and educational programs in both audio and video format.”

15

Revenue ModelsDepending on the type of content and popularity of the content category, podFeed may use following revenue models: Advertising ModelFree-mium ModelMarkup ModelProduction Model

For Media Creators For Advertisers For Users

Advertising Model

17

For Media creators/Podcast producersMedia Hosting Add their shows. Upload your audio /

video.Make Money Create an account. Tell us about their show. Get invited to join ad

campaigns. Revenue sharing Models.

Know Audience Accurate statistics. Easy to read reports. Detailed usage data.

18

For Advertisers Gain the ability to access new markets via

hundreds of available content channels that reach a worldwide audience of nearly all demographics.

A constant flow of new content provides opportunities to reach new markets.

Flexibility to select only the podcast shows that fit the needs for specific purposes.

19

For Users Find, subscribe and share content. Feedback to content producers.

20

Podcast Publishers

User Generated Podcasts

Content Posted on podFEEDWebsite

Ads

Content Downloaded to PC/ Tablets/ Portable Media

Players

User Plays Podcast with Podcatchers

(readers)Text/Audio/Video Ads

For Advertisers For Users For Content Producers

Free-mium Model

21

Description Offering a basic level of content to user for

free, with more content-rich or feature-packed versions of the products available on a tiered pricing system.

This basic level of content will contain advertisements.

The “Paid by user” content will be free of any advertisements.

22

23

For Advertisers Can put ads in the basic version of

content. Ideal for small advertisers who cant afford

the advertisement rates of Advertisement model and yet want to advertise.

24

For Content Producers Revenue share in basic content as per

guidelines of Advertisement model. Revenue share in “Paid by user” content.

25

For Content User Free basic content (Demo etc.). Could buy the content after testing the

demo/ basic version of content. Video on demand, any video not on site

could be requested.

Description For Users & Advertisers

Markup Model

27

Description Buying finished content from the content

producer and using on podFeed under Advertisement or Freemium Model.

One time payment to content producer eliminates scope for revenue sharing per usage.

podFeed will have the sole rights on revenues generated.

28

For Content User & Advertisers Terms and conditions will depend on under

what model does podFeed decides to keep the content.

Advertisement & Free-mium models could be used depending on the content category.

Description For Users & Advertisers

Production Model

30

Description podFeed will generate content depending

on the demand and profitability. New markets could be explored where the

user generated content is not prominent. Quality of content could be used as a

differentiator. No role of Content producer in revenue as

the content is owned by podFeed.

31

For Content User & Advertisers Terms and conditions will depend on under

what model does podFeed decides to keep the content.

Advertisement & Free-mium models could be used depending on the content category.

Thank You.

32

Prepared as a course work for E-Commerce at Vinod Gupta School of Management, IIT Kharagpur