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Podcast As The Secret Weapon

And the final piece in the New Media Realities series is below. In this one I examine the Podcast As The Secret Weapon:

Let me give you the 50,000 foot overview: You can create content fast with the New Media Content Creation Model. Leverage Web 2.0 and you can achieve the ISYOT Effect. Let your content escape the computer and the Internet by leveraging the power of Podcasting.

Want more specifics? Join us for the Podcast Secrets 2009 Preview Call on Thursday night.

Would love your thoughts here – or at

You Can’t Handle The Truth About Podcasting

First, please watch this embedded clip from YouTube to put you in the proper mindset.

You can’t handle the truth!

Son, we work on an Internet that has limits. And these limits can’t be changed with men with vc funding – no matter how much you’ve got.

Who’s gonna stream to millions at once? You? You, Hulu?

I have a greater responsibility than you can possibly fathom. You praise streaming and you curse the Podcast. You have that luxury. You have the luxury of not admitting what I know: that streaming, while sexy, simply can’t scale.

And my existence, while grotesque and incomprehensible to you, is the future of media online…

You don’t want the truth. Because deep down, in places you don’t talk about at parties, you want portable time-shifted media. You need portable time-shifted media – without the restrictions that simply won’t scale.

We use words like streaming, drm, walls … we curse these words as the backbone to a life spent defending something. You use ’em as a punchline. I have neither the time nor the inclination to explain myself to a man who rises and sleeps under tens of millions of dollars in funding without ever facing the truth, and then questions the manner in which I provide it!

I’d rather you just said thank you and went on your way. Otherwise, I suggest you tell me how your plan on streaming to millions of users at the same time. Either way, I don’t give a damn what you think our future is!

As much as I just enjoyed watching 30 Rock on Hulu a few minutes ago, …

Streaming won’t scale.

DRM won’t scale.

Devices that dial home with my watching habits won’t scale.

Oprah tried, and fell flat on her face, and then released everything she had via Podcast.

Did her impact change? Did she make any less money? Did they sell less copies of that “New Earth” book?

Do we have something to learn from Oprah?

Yes, we can track everything – but at some point it all falls apart. I point to the USSR and East Germany as recent examples.

Yes, we can stream video right now but it is simply nothing compared to a few million people watching American Idol on a Wednesday night. If you want the numbers television provides on our glorious Interweb then, dear friends, you’re going to have to find something that scales – something that “works.”

Podcasting can scale.

Without the need to call back home, without the need to worry about where every 1 and 0 is located, without the need to own it all, this can work. Podcasting can scale.

Streaming can’t.

DRM can’t.

You can’t handle the truth about Podcasting.


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Thoughts On The Assocation For Downloadable Media

If you haven’t heard, there’s another attempt to bring a standards group to our little world. This time they’re called the “Association for Downloadable Media” and this time, I think I’m interested.

But I’d love your thoughts.

Mission Statement:

To provide leadership in and organization of advertising and audience measurement standards, research, education and advocacy to all those involved in portable media (Podcasts/ATOM/RSS media enclosures) across the Internet, iPods, MP3 players, mobile devices, P2P and other upcoming platforms.

So far so good. I am a little nervous that they seem to have some terms confused. If they’re the Association for Downloadable Media, than elements like YouTube fit into the mix. The focus in the Mission Statement is portable – not so YouTubeish in nature.

Not to be nit-picky but let’s face it – the streaming world is extremely viable and needs to be part of our mix and standards. A huge chunk of my shows are still downloaded from the Podcast sites (often in the form of a click to play button) and consumed on computers – hardly portable. Any serious new media strategy needs to understand that portable is important, but so is the accessibility of an Internet connected device. If Internet Radio has shown us anything, it is that people are willing to consume on crappy speakers (attached to a very expensive “radio”) just to get the content they want – when they want it.

The attendees of previous meetings have been impressive. I do hope that their goal “To support and provide a network through which the industry can share knowledge …” is shared by Pete Alcorn at Apple. Just having some real information regarding what is happening at my shows in Cupertino would be well worth the price of admission alone. I’d also love some details from NPR, Podshow and some others over there.

We’re going to hit the topic on Today in Podcasting this week and unless I hear anything really strongly against, they’re certainly get my personal membership check.

Would love to hear some thoughts from you, the dear reader.

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Maybe Google did know what they were getting into with YouTube. Anybody else out there notice the very quiet cleanup of YouTube going on right now? Consider the following:

  • They’re cleaning up the interface for the viewing pages. It’s looking less and less like YouTube and more and more like Google.
  • They’re gonna be on Apple TV. Don’t underestimate this one. I’ve been living digitally for a year now and the problem has not been the content online, the problem has been the way to get online content to something other than my laptop screen.
  • YouTube Mobile. It works, as promised, out of the box.

So now, I can have subscription content that I can watch on my computer, on my television and on my phone.

They got it before anyone else did.

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