Podcasting 101What it Means for Your Organization
Richard Harrington & Mark Weiser – RHED Pixelwww.RHEDPixel.com
Purpose
Explore Uses for Podcasting
Analyze the Podcast Audience
Review Technical Requirements
Explore Budgeting Process
Discuss Delivery
Authors of Several Books on Design and Video
Resource Websites
www.FinalCutHelp.comwww.RasterVector.com www.RHEDPixel.tv
www.PhotoshopforVideo.com www.VidPodcaster.com
UnderstandingAdobe Photoshop
Digital Imaging Essentials
Photoshop for VideoEssentials for Digital Video
Photoshop CS4 Sneak PeekA Close Look at the New Features of CS4
Final Cut HelpTraining for Apple’s Final Cut Studio
Aperture 2 Quick TipUsing Aperture for Professional Results
Producing Video PodcastsThe Podcast for Video Podcasters
Podcasts
About You
Association
Government
Private Sector
Education
RHED PixelPodcasting Experience
Podcasting Experience
Understanding Adobe Photoshop
Final Cut Help
Photoshop for Video
Aperture 2 Quick Tip
Photoshop CS3 Sneak Peak
Photoshop CS4 Sneak Peak
Podcasting Experience
Secrets of Style with Kim Foley
Peachpit Press Author Tips
The Moment it Clicks
Inside the Digital Media Classroom
SXSW for Peachpit Press
College Now
Podcasting Experience
OnMicrosoft
OnNetworking
OnOpenSource
OnSecurity
OnSoftware
Google Web Toolkit
Podcasting Experience
Layers TV (guest)
Inside Mac TV (consult)
Photoshop User TV (guest & consult)
Mommycast (production)
Snap – The Digital Photography Show for Parents
History
Blogging refers to the writing of a text-based web log or journal entry.
RSS coding made the syndication of these text entries possible.
Users could now “subscribe” to weblogs.
From Blogging to Podcasting
RSS code was updated with the possibility to enclose rich media files like audio MP3 files, video MP4.
Podcasting is born.
From Blogging to Podcasting
Term invented in August 2004.
Podcasts are one of the fastest-growing media channels in history.
While radio audience is declining, podcast circulation is consistently growing nearly 20% per month.
Podcasting Highlights
In October 2005, Apple introduces video capable iPods and Front Row Media Center with full support for video podcasting.
Podcasting Highlights
iPod supports downloadable video podcasts through iTunes RSS subscription and syncing features.
iPhone expected to have over-the-air downloads with next software update.
Podcasting Highlights
In December 2005, TiVo adds ability to browse and view podcasts (both audio and video).
Podcasting Highlights
What is Podcasting?
Podcasting is distributing highly targeted, syndicated programs (shows) over the Internet in an audio or video format that interested audiences can subscribe to.
What is Podcasting?
Multiple Occurrences/Serialized
Ability to Subscribe
Uses RSS Feed
Can be Joined/Left at End User’s Discretion
In Order to be a Podcast...
RSS (Real simple syndication) is the feed that provides subscription based content using XML code.
Subscribers can set their software (such as iTunes) to automatically download a new episode when available.
Subscribers can build their own index of shows and episodes on their computer as well as their portable media devices to watch whenever and wherever they want.
What is Podcasting?
Subscribers can watch or listen at their convenience not just when program is broadcast.
Offers ability to browse and subscribe.
Like TiVo or a Magazine
Audiences can select individual episodes to download without subscribing if they wish. Similar to purchasing a single magazine at a news stand with the possibility of subscribing at a later date.
Like TiVo or a Magazine
What’s Holding Podcasting Back
What’s Holding Podcasting Back?
One of podcasting's limiting factors is the inertia new technology experience in adoption.
The mainstream population needs time to learn how new technology work and what it is good for.
For example, TiVo style DVR devices debuted in 1997… and the media is only now reporting that the product is expected to be “mainstream” by 2010 (when it is estimated to be in 50% of all homes). For those of you counting… that’s a 13-year journey.
What’s Holding Podcasting Back?
Many people are stuck on the word podcast, believing that the have to have an iPod if they want to consume podcasts.
What is important is to emphasize the features of podcasting, rather than its name. Many consumers are interested in accessing video that is highly portable and easy to get.
Podcasting means content that speaks to special interests, that can be subscribed to for convenience, and delivered with little or no effort.
Who Uses Podcasts?
National Public Radio
Public Broadcasting Service
ABC – CBS – NBC
BBC – CNN – Associated Press
MTV – ESPN – VH1 – HGTV
New York Times
Wall Street Journal
Washington Post
Who’s Podcasting?
National Geographic
Discovery Channel
White House
The Pentagon
National Park Service
US Treasury Department
Political Candidates
Who’s Podcasting?
Who Views Podcasts?
Internet for the Masses
0%
20%
40%
60%
80%
100%
50%55%
62%
72% 75%81% 81% 82% 83%
1999 2001 2002 2003 2004 2005 2006 2007 2008Arbitron/Edison Research Media
Residential Broadband
0%
20%
40%
60%
80%78%
68%
60%
48%
38%
28%
20%
21%28%
37%
48%58%
69%76%
2002 2003 2004 2005 2006 2007 2008
Dial-Up BroadbandArbitron/Edison Research Media
Many people are still confused about what podcasts are.
Podcasting attracts a relatively youthful audience. Half of listeners are under 35.
Who’s Viewing/Listening?
Have Heard of Podcasting
22%
78%
Yes No
37%
63%
2006 2008
Arbitron/Edison Research Media
Have Tried Podcasting
0
4.5
9.0
13.5
18.0
200820072006
11% 13%18%
Arbitron/Edison Research Media
Have a SocialNetworking Profile
Arbitron/Edison Research Media
24%
76%
Yes No
2008
Arbitron/Edison Research Media
22% of Americans have heard of podcasting, and 11% have tried podcasts. (Arbitron)
That translates into 27 million Americans that have tried podcasts.
Who’s Viewing/Listening?
73% of all teens own an iPod or other portable media player.
20% of users that had downloaded a podcast do so weekly, 6 podcasts per week, and listen four hours a month.
Who’s Viewing/Listening?
18-to-24 olds are twice as likely to download audio podcasts than the average online adult.
25-to-34 olds download the most video podcasts, and are second for audio.
Who’s Viewing/Listening?
21%
12%
20%
22%
17%
8%
12-1719-2425-3435-4445-5455+
Demographics – Age
Arbitron/Edison Research Media
48%52%
WomenMen
Demographics – Sex
Arbitron/Edison Research Media
0 10 20 30 40 50 60 70
1
5
9
21
32
41
63
2004
2005
2006
2007
2008
2009
2010
Have Downloaded a Podcast
Nielsen
“We can expect to see (podcast downloading) become increasingly popular as portable content media players proliferate.”
Michael LanzNielsen/NetRatings
The Future is Downloads
User Technology
User must have web access
Broadband preferred, but not mandatory
Available to Mac, Windows, and Linux users
Ideally end-user will utilize an aggregator to capture feeds
NOT required to be listed in iTunes
Subscribing to Podcasts
Software that retrieves syndicated Web content that is supplied in the form of a web feed usually RSS.
There are many “News Aggregators” that allow a user to build custom, personal “Newspapers.”
Apple’s cross platform, free software “iTunes” is the leading aggregator for both audio and video podcasts.
What is an Aggregator?
Automates the process of checking for new user-defined content.
Downloads new content when discovered.
Sorts and indexes downloaded content.
What Does an Aggregator Do?
iTunes – 72%Web Browsers – 22%Internet Explorer ~ 12%Firefox ~ 4.5%Windows Media Player Plugin – 3%QuickTime Plugin – 2%Safari – 1%Juice / iPodder – 2.5%Everything else – 3.5%
Technology of Choice
54%
46%
Portable PlayerComputer
Where do you most often listen to MP3s or other Digital Audio you have purchased?
Podcast Consumption
PodcasterTechnology
Podcasters can develop original or repurposed content for distribution from their website using an RSS feed with multimedia enclosures.
Content is developed, compressed into MP3 for audio, PDFs or MP4 for video.
Content is indexed by title, description, file type etc. and tagged using ID3 tags.
Podcast is uploaded to podcaster’s website and made available to subscribers.
RSS and Enclosures
Podcasters need to be prepared for the success of their Podcast.
Website hosting usually has a bandwidth limit.
If there is a sudden spike in subscribers due to word of mouth or media coverage, what will your host charge for exceeded bandwidth?
Servers and Hosts
Budgeting Podcasts
Budgeting GuidelinesTreat more like ENG style shoot
Consider spending money to save money
Proper Crew Size & Multi-Cam
Hard Disk Recorders
Look to pack day/schedule
Try to piggyback
Maximize locations
Podcasting Benefits
Opt-in audience.
Subscribers can watch or listen at their convenience not just when program is broadcast.
Emerging technology with little competition.
Can target and track niche markets.
Provides “walk away” brand extension.
Viral communications medium... Good content is shared freely.
Podcasting Benefits
It is Not a Secure Medium
Developing Content
Analyze the Market
Who is your competition?
What makes your show different?
What can you do better?
Who do you want to attract?
What weaknesses does your competition show?
How can you take advantage of these?
Video based content should add to the broadcast by delivering information that cannot be relayed in an audio only format.
Relevant Visuals
Shooting and editing must be designed appropriately for intended purpose.
Superior audio for small speakers, content designed for smaller window with lower frame rates.
Develop for Portability
Content must be kept brief, engaging and to the point.
If content is not intended to be viewed on a portable device, larger frame sizes can be used.
Develop for Portability
Existing content must be evaluated for web delivery.
Can also be used as B-roll for newly developed content.
Existing content can be re-edited into an episodic format for Podcast delivery.
Leveraging Content
Decide what the content is, and why should subscribers look forward to the next episode?
What is the roll out plan? weekly, monthly, as new content is developed? Subscribers like consistency.
What is the production plan to meet schedule, content and budget goals?
Map the Production
Hosting
Podcast Hosting
Several choices
Bandwidth and total storage biggest factors to impact cost
Weigh all factors
Podcast Hosting
MobileMe
Podango
PodHoster
mDialog
Libsyn
HipCast
Archive.org (CC)
GoDaddy
CacheFly
SwitchPod
Questions &Answers
Resources
Resourceswww.RHEDPixel.com
www. RHEDPixel.tv
www.PhotoshopForVideo.com
www.FinalCutHelp.com
www.RasterVector.com
www.VidPodcaster.com
www.KelbyTraining.com
www.CreativeCow.net
www.FocalPress.com
www.Peachpit.com
www.LayersMagazine.com
www.FMCtraining.com
www.ProVideoCoalition.com
www.CSFour.com
Authors of Several Books on Design and Video
Producing Video PodcastsPodcast Series & Book
www.VidPodcaster.com
Podcasting 101What it Means for Your Organization
Richard Harrington - RHED Pixelwww.RHEDPixel.com