know | Future

A study by Bridge Ratings, a radio ratings specialist, published last month is predicting that podcasting will achieve critical mass by 2010. The key projection in the study is that by not so far away as you may think date 60 million people will have listened to at least one podcast and 18 million will be lstening on a weekly basis. As per usual whenever you have somebody that has a stake in a particular media format analize the consequences of an assault from a changing technology, they reach the conclusion that the new tech will increase penetration of the old media. The TV networks and the media buying services that are their direct clients have reached that conclusion when confronted by TiVo and the rest of the DVR world.

So in a classic case of ostrich-head-in-the-sand syndrome, a company intimately connected to the Radio industry has concluded that podcasts are good because they will drive people to tune in to the radio station where the broadcast originates. They obviously are not aware of the skip button.