CNet and TechWeb both reported stories last week regarding a report that Forrester Research published regarding how businesses should tred lightly when it comes to venturing into podcasting. I haven’t had a chance to read the actual report, but the stories I have read regarding it tends to make me very skeptical on their findings.
Essentially, Forrester feels that companies should create podcasts consisting of already existing content. This further promotes the “TiVo for your radio” idea, simulcasting radio content into the podcasting medium. They go on to say that investing in original content for podcasting should be a low priority as podcasting lacks in audience at this time.
I don’t disagree in the lack of audience debate, but holding off on creating original content paves the way for others to take advantage of podcasting right now. Businesses unsure or uninformed about podcasting will buy into this report and wait. Those with the desire to create programming will have more opportunity for getting in while the getting is good.
At the same time, podcasting will only become a stronger media method through promotion. Creating original content that you can only get through podcasts will drive people towards being a listener or viewer, depending on what it is that you are publishing. It’s like having a party where anyone can come and not telling people where or when. There is also truth in saying you never know until you try.
I will admit that something needs to be done to make finding and listening to podcasts easier. There are a lot of ways to find them, download them, listen to podcasts, and tons of MP3 players for you to take them with you. Just because there isn’t one, simple way does not make podcasting a poor medium to attract people to it. Not all radios and TV’s are built and work the same. Time will tell, but it will become more common place to have podcasts fit into the realm of things.