Several people have already commented on this, but I think its important to take a look at what’s going on in detail.
First we get the warm, cosy bit for the current podcast crowd (both producers and consumers)
By the end of 2005, our goal is to have 100 shows in TPN, with an average global audience of 100,000 listeners. We are going to spend the next 12 months building a slate of great shows and making it easy as possible for people to produce, distribute and listen to great podcasts.
This sounds great - more good stuff for me to listen to, more good tools to help me make and publish ‘casts. But is it all a bright, sparkly, future?
We’ll have to sign deals with media buyers and I’ll probably move to NYC to build the advertising sales team. I see an opportunity for us to negotiate distribution deals with vendors of mobile devices who are looking for great content to stuff them with. Are you a telco who is selling mobile phones and wants to provide a content deal to your customers?
. . .
We’re going to write some back-end software to help us stick ads into our shows.
So, we’re looking at podcasts with automatically-inserted ads in and deals with telcos (who, naturally enough, would probably prefer that if they are paying for stuff, then it’s not available to competitors for free). The lovely dream of a wide river of podcasts at the start of the post bas become polluted and fenced-in.
This is a whole different world from the “make it for love and give it away for free” nature of the current podcast ecosystem. One of the major things that distinguishes podcasts from radio and TV is the lack of ads. Put simply, I listen to podcasts because I do not want ads in my media. If that means getting my podcasts from elsewhere, that’s cool. If that means developing ad-filtering software for MP3s, that’s harder, but also cool.
And guess what, if the distributor is making money from the podcast content, then the creators are going to want a slice. How much is selling out to “the man” worth, these days?
Maybe those millions of future listeners and creators will feel differently, if they enter podcast-space after the 2004/5 “season of love". But maybe they’ll be even more adamant.
Read the whole thing at cameronreilly: The vision for The Podcast Network