Who's Listening?
Yesterday, a friend of mine who works as a DJ in radio asked me a good question. Who’s listening to your Podcast? Who would listen to any Podcast?It’s important to understand that to radio guys Podcasting is a joke without much merit. They can’t understand why anybody would want to listen to amateurs ramble on about nothing. To those that have heard a Podcast, these “amateurs” usually deliver their shows with the same bad habits that weekend rookie DJ’s exhibit. Unfortunately, in many cases they are correct.
In radio, as with television, shows or programs that have bad announcers, and poor production, usually rank very low in the ratings and are eventually cancelled. Radio personalities are trained to not make these mistakes because over the years they have learned what works and what fails. Poor show planning, aimless vamping, and mindless banter, all fall under the category of what does not work. DJ’s that use crutch phrases, have poor annunciation, exhibit odd vocal habits while talking, such as smacking their tongue against the roof of their mouth, eventually annoy their listeners to the point that they receive horrible ratings and are subsequently fired.
On the other hand, DJ’s that plan out what they are going to talk about, execute their conversations correctly, and refrain from bad habits, are rewarded with higher ratings, more listeners, and notable careers. Experienced DJ’s exhibit charisma and enthusiasm that can be considered contagious and often draw listeners into the conversation. There is much than can be said about delivery and style and its’ ultimate effect on cumulative listeners. As my boss use to say, “The proof is in the numbers”.
As of the time of this post, there are over 2000 Podcasts listed at Ipodder.org and the number grows every day. It’s honest to say that 99% of those Podcasts are performed by amateurs with very little, to none, broadcasting experience. It’s also true that more and more professional broadcasters and radio shows have responded to the Podcast movement by adapting versions of their show especially for Podcast. What we have is a huge eclectic mix of amateur and professionals providing unique audio available for Free download.
So then, who would listen to these amateur Podcasters?
The answer is anyone and everyone. I know that one of my shows has been downloaded almost 15,000 times, with new people downloading it everyday. I have received emails from all over the world complimenting me on the Podcast with requests for future shows. I’ve heard that some of the older and more popular Podcasts have 10’s of thousands of subscribers. There is little doubt that anyone with an IPOD or other portable MP3 players is a prime candidate for listening to Podcasts, however anyone with a PC and speakers is fair game. People are always looking for something new and entertaining, especially if it’s free. Add the fact that Podcasts are uncensored and free of government influence and you have a ripe media ready for the picking.
The future of Podcasting looks good; however the landscape will certainly change. With 2000 plus Podcasts already to choose from, new listeners will find that many of the feeds will contain boring content delivered by amateur personalities over low quality equipment. I’m sure many newbies to the media could quickly become disenchanted with the whole process and quit, especially after waiting forever to download 40 minutes worth of audio only to find out that the Podcast totally sucks.
New Podcasters will find that the initial rush of doing a Podcast will fade, especially after they realize how much work it takes to do an entertaining show on a regular basis. I’ve known many a new radio personality to come to the same realization. Doing a quality show is hard work, it takes time, and thought, and planning. It requires a commitment that many people just can’t make, especially when there is no money in it.
The real Podcasting talent will survive this over saturation and eventually rise to the top, while the less talented and trite shows will undoubtedly fade away. This is the nature of all media. New listeners will enjoy browsing through the listings of unusual shows and eventually find favorites that they will patronize. This is the same thing that happens with cable T.V., hundreds of channels, but you really only end up watching a couple of your favorites. It’s the same with Satellite radio, the variety is nice, but you always go back to your favorites.
I believe that due in part to the vast amounts of portable MP3 players sold around the world that a huge number of technologically savvy people will find that Podcasting is a viable solution to providing unique and quality entertainment to compliment their ongoing mobile music library. Eventually, a business model will arise and pollute, as well as, propel Podcasting into the future. Some of the early pioneers will grow with it; most will fade away into obscurity. This is the way all media grows and the way talent grows with it.
Who’s listening? I am. Better yet.. Who’s Podcasting?
posted by Bob Narley @ 10:50 PM
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