A podcast is a series of digital media files distributed over the internet available for audience download. They can then be played on PORTABLE media players (e.g. the Ipod) and on computers. Podcasts can be distinguished from other media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added (through features such as RSS etc).
The Archers which is traditionally streamed via bbc radio 4 is now available as a weekly podcast giving the audience the ability to listen to it where they want, when they want making the whole experience much more convenient and flexible i.e. TIME SHIFT. People have claimed that podcasting is quickly replacing conventional radio shows as people now favor the ' make your own' approach and are no longer restricted to scheduling. This is an example of PERSONALISATION as people can listen to what they want as there is so much choice due to competition.
Podcasts are available for download on Apple's itunes which is one of the main podcasting clients. Podcasting also serves as an example of the concept of VERTICAL INTERGRATION as it is
downloaded from theitunes store and can can then only be played via itunes or an ipod. This encourages brand loyalty. Also, subscribing to a particular podcast also encourages loyalty.
Podcasting
via the itunes store encourages INTERACTIVITY by encouraging users to write reviews on the podcast and rate it out of five. This means that the diverse audience can be fragmented down by DIVERSIFICATION into smaller niche groups who have a shared interest in the Archers.
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