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