By Megan Jardine, Shauna-Lee Konrad, Susan Shepley, Katharine Thompson
PODCASTING
I. Definition of Podcasting
According to Wikipedia, a podcast is “a multimedia file distributed over the Internet using syndication feeds, for playback on mobile devices and personal computers.” Online literature on the subject of podcasting does not provide a definitive answer regarding when the technology first became available for use. Whether in 2001 (as stated by Wikipedia) or 2004 (as noted by many others), the increasing popularity of this new web 2.0 application cannot be contested. Indeed, in 2005 the New Oxford American Dictionary declared “podcasting” the word of the year.
Podcast Terminology
Like many web 2.0 terms, the etymology of the word podcast is interesting. Podcast is a portmanteau of the words iPod and broadcasting. From the term one might wrongly assume that an Apple iPod player is necessary to utilize this new technology. To the contrary, podcasts can be downloaded and played on most PC and MP3 players. While alternative terms (such as netcast, audioblog and blogcast) have been suggested for the technology, podcast is the term that has maintained the greatest popularity.
The RSS Aspect of Podcasting
One area of confusion surrounding podcasts is how they differ from regular MP3 files, which have existed—and been downloadable from the Internet—for quite some time. Once downloaded, a podcast is simply an MP3. Therefore, it is “the subscription model, with new content automatically delivered to the consumer [that] distinguishes a podcast from a normal download” (Ohio State University). Through the use of RSS technology, podcasts can be downloaded automatically onto a personal computer or mobile device.
Mechanics of Podcasting
The mechanics of podcasting works in a similar way to RSS. The podcaster begins by making a multimedia file available on the Internet. Each of these files is commonly known as an episode. The podcaster acknowledges the existence of that file by referencing it in another file known as the feed. The feed is usually published in XML using RSS or Atom format, and may include information such as dates, titles, descriptions and series names. The podcaster posts the feed on the webserver. The user subscribes to a particular podcast by including its feed in a podcast aggregator (sometimes referred to as a podcatcher). The aggregator automatically downloads the latest updates of the feed to the users’ personal computer or mobile device. In this way, the user receives new episodes of the podcast without any additional effort.
Benefits of Podcasting
Because of its syndication characteristics, there are many benefits to podcasts. Crosby notes three main advantages to podcasting: First, podcasts are convenient since the user does not need to continually search content and download individual podcasts. Once the user determines that the content of a particular podcast suits his/her needs, he/she can subscribe to the feed for automatic downloads of new material through syndication. Another benefit of podcasts is portability. Because podcasts can be downloaded to mobile devices, users are no longer tied to their computer for the consumption of the audio information. Finally, podcasting allows for timeshifting. Because podcasts are downloaded automatically and to the device of one’s choice, the user can choose to listen when it is most convenient. Another important characteristic of podcasts are their seriality. Podcasts are generally more than a one-time occurrence. Users subscribe to podcasts with the expectation that they will receive regular MP3 updates.
II. Technologies for Podcasting
Since the name podcast includes the term “pod”, there is a common misconception that podcasts are only available for listening on Apple iPod devices. While iPods can be used for listening to podcasts, there are a variety of other technologies which help users find, download and listen to audio podcasts. The Wikipedia entry on podcasts suggests that only an estimated “20% of podcasts are actually consumed on portable media players; 80% are consumed on the PC onto which they are downloaded”. This means that users are employing an assortment of technologies to access podcasts. Some of these technologies include streaming, podcatchers, podcast search engines and directories.
Podcast Search Engines and Directories
In order for users to listen to podcasts, they must have an effective means of finding podcasts that match their preferences. To meet this need, search engines and online directories which focus specifically on finding podcasts are available. One of the most innovative podcast directories on the Web is Odeo, which purports to be an all-in-one podcasting station where users can search for and download or stream podcasts, create playlists, and even create their own podcasts. Started by two ex-Google employees, this podcasting technology plans to make use of audio advertising, which means that podcasting will not be free of the advertising that is commonplace in most other media outlets. Podcast.net is a podcast directory which is organized by subjects and has an interface which looks much like major online retailers, giving the site a commercial feel. Podcast.net also allows users to search by keyword, title, location, host and even episode. The subject categorization of podcasts on this directory, from a library standpoint, is one of the most well organized and easy to navigate. And although the website is plagued with Google advertising, it still provides a comprehensive list of podcasts and available podcast software. The Pod Lounge also organizes available podcasts in a directory format; however, this site has more of a community feel with forums and the ability for users to add podcasts of their own.
Pioneering online audiobook distributor Audible, has recently announced that it will soon make podcasts available to its users. Comparing podcasting technology to radio, Audible chairman Donald Katz suggests that “when I started Audible and we started signing up radio partners, people would ask me, ‘where does your technology leave radio?, … now it’s clear that the creative capacity that is out there greatly outstrips the capacity of the radio pipeline” (http://www.nytimes.com/2005/02/25/technology/25podcast.html?ex=1267419600&en=b80f1d3808f556cc&ei=5088). This connection between podcasting and radio extends well into podcasting technologies. For example, Radio Shark is a small device which allows Macintosh users to record over-the-air radio broadcasts to MP3. With technologies like Radio Shark becoming increasingly available, traditional radio broadcasts are also being redefined.
Podcatchers
Podcatchers function in much the same way as RSS aggregators except they collect and manage podcasts for users instead of RSS feeds. Podcast specific aggregators, or podcatchers, operate on an ongoing basis with a users computer, constantly updating and downloading podcasts subscribed to by the user. Yahoo Podcasts operates both as a podcast directory and search engine and also as a podcatcher. Yahoo Podcasts allows users to search or browse podcasts and to listen to podcasts streamed through the Yahoo website. This option allows user to listen to a podcast before deciding to subscribe to it, a feature which prevents users from later having to sift through unwanted or useless podcasts due to mislabeling by podcasters. Yahoo Podcasts can also be used as a podcatcher so that if users decide to subscribe to specific podcast feeds, they can use this website to download and organize their collection of podcasts.
Another example of an online podcaster is Juice, which calls itself a media aggregator. Juice is available for download from its website and operates on Mac, PC and Linux operating systems. Juice advocates itself as a way for users to listen to podcasts at times other than when the podcast is originally aired. This time shifting feature is a popular reason why many users choose to use podcatchers.
Newest Developments in podcasting technology
Apple’s iTunes released iTunes 7 in September of 2006. This version of iTunes aggregates podcasts and allows users to download them to the iPod. Apple does, however, have competitors who are developing new and innovative products which will improve access to and ensure demand for podcasts. Some of the most recent products to hit the market are as follows. On October 28, 2006, Handheld Entertainment released Zapp media management software (version 1.0). Zapp works with Zvue devices and allows users to find and download podcasts on PCs as well as other media files.1 On October 19, 2006, Sony released an updated version of Media Manager which allows users to subscribe to podcasts for download to the Memory Stick Duo .2 On September 26, 2006, Podcast Ready signed an agreement with COWON America which supplies iAudio portable multimedia devices to have its software, myPodder, preloaded on COWAN’s devices allowing users to easily find, manage and download podcasts.3
III. How Podcasting Is Being Used In Libraries
All types of libraries are increasingly using podcasting as a way to connect with current and potential library users. Podcasts can give a library organization the opportunity to present their library through different voices, highlight areas and services of particular interest, and enable library staff to learn more about a new technology. Library podcasts can be, in the words of Kris Kretz, the creator of Omnibus (http://www.dowling.edu/library/newsblog/podcasts.asp) “a continuing conversation between the library and its community.” Library podcasts can highlight programs as well as the people who use the library. For instance, a local artist could be interviewed about their display at the library, or patrons could be asked to give book reviews.
Kretz notes that another major advantage of creating a library podcast is that it can showcase the talents of staff members. For instance, the reference librarian might be involved in local theatre and could help with a podcast poetry reading. The library’s archivist could interview a researcher who has used the library’s archives extensively. A student library page might talk about balancing work and school. Developing a library podcast means that one can offer fresh perspectives and content that is not just a reproduction of what is already available on the library’s website.
Public Libraries
The Hennepin County Public Library hosts the International Teen Club Podcast. This podcast features reviews by teens of books and movies, as well as their thoughts on other aspects of popular culture. The Chesire Public Library (http://www.chesirelib.org) also hosts a podcast (http://www.cheshirelib.org/teens/cplpodcast.htm) which acts as “teen driven cultural magazine” with music reviews, political commentaries, and interviews all contributed by local teens, along with words from young adult authors and information about library programs and local events.
The Thomas Ford Library (http://www.fordlibrary.org) offers a Click-A-Story (http://www.fordlibrary.org/clickastory/) service composed of audio recordings of stories read by staff from the library’s Youth Services Department. Kids Ink! a library program for children has also created podcasts which feature young library patrons performing their own stories. You can also listen to the whole group read Sarah Stout (http://www.fordlibrary.org/audio/kidsink/SarahStout.mp3) by Shel Silverstein!
In 2006, Waterloo Public Library (http://www.wpl.ca) developed a local history podcast. Patrons are encouraged to visit the library to borrow an IPod and a local map which they can then use as they walk around the city to explore its past. Librarian Christine will be a presenter at this year’s OLA SuperConference (http://www.accessola.com/site/showPage.cgi?page=education/superconference/index.html) to discuss how and why WPL developed the podcast.
Academic Libraries
TheBRAINcast (http://braincast.libsyn.com/) is an initiative of the Mohawk College Library (http://www.mohawkcollege.ca/dept/library/brain/index.html). Their podcasts are hosted by library staff, and feature students as guests. Currently Mohawk has 5 podcasts covering such topics as a library tour, reference services, e-books, and tutorials for the library’s website and catalogue. Ohio University (http://www.library.ohiou.edu) also offers podcast library tours, (http://www.library.ohiou.edu/vtour/podcast/) increasingly in multiple languages to serve their large international student population.
Mann Library at Cornell University offers video and audio podcasts (http://mannlib.cornell.edu/podcasts/) concerning library events, particularly talks given by faculty members. These podcasts are excellent because they encourage student involvement, such as the Haiku Group poetry reading, and a talk featuring the personal writings (http://podcasts.mannlib.cornell.edu/audio/BookTalk-09-21-2006.mp3) of Cornell students, past and present.
This year, Mount Allison University (http://www.mta.ca) began offering library instruction through podcasts (http://www.mta.ca/library/libcasts.html). Topics include a whirlwind tour of the library, an in-depth tour, finding books, beginning research, and developing a research strategy. The podcasts were recorded early in the year and do not reflect recent layout changes at the library, which is something to be aware of when designing “tour” podcasts.
The George C. Gordon Library offers “Audio To Go” (http://www.wpi.edu/Academics/Library/Borrowing/Podcasts/podcasts) which they refer to as “library wisdom for the MP3 masses.” Podcasts include topics like, “anatomy of a reference book,” e-journals, citation management tools, and Pirate Day @ Gordon Library. (http://www.wpi.edu/Academics/Library/Borrowing/Podcasts/pirateday.mp3).
Special Libraries
The Lunar and Planetary Institute Library “What’s New” Podcast keeps users up to date on this NASA funded library’s activities.
The Pritzker Military Library (http://www.pritzkermilitarylibrary.org/) focuses its podcasts (http://www.pritzkermilitarylibrary.org/podcasts/index.jsp) around library events like panel discussions and guest speakers from the fields of politics, journalism, and the military.
Other cool stuff
LISRadio (http://lisradio.missouri.edu) is a series of podcasts from the School of Information Science and Learning Technologies at the University of Missouri-Columbia, featuring course discussions and current information from the world of LIS.
IV. Future uses of Podcasting by Libraries
Emerging Trends in Podcast Software and Devices:
On November 10, 2006, Microsoft entered the digital audio device market with the Zune .4 The Zune lacks many of the ipod’s features and requires owners of the devices to install a windows program “the Zune store” (not Windows Media Player) in order to load music files on the Zune. The Zune does not yet allow users to download podcasts, but it could add this feature in the future. The only unique and innovative feature of the Zune is that it has wireless capabilities which allows Zune users to communicate with each other and share files.
On October 13, 2006, UpSnap, introduced a new multimedia search and entertainment offering for podcasts which will work on any mobile phone in the US.5 Users search and download podcasts using a text messaging interface. Podcasts are available at no charge.5 In September, PodLounge, an Australian company, launched a mobile phone-compatible podcasting directory which can be accessed by any mobile phone that is web-enabled.6
What does all this mean for libraries? Apple and other corporations producing software to access and download podcasts, unlike Libraries, expect to make a profit from podcasting. In the future expect to see advertising on the sites like iTunes which have podcast directories and within a podcast itself (like radio advertising).7 The listing of a podcast on a mainstream podcast directory like iTunes means business for the podcaster. Major multimedia corporations like Disney are likely to pay Apple for the right to feature prominently in the list of podcasts. Libraries can offer less biased directories to quality and/or not-for-profit podcasts which are of value and interest to users in their community, but are not found in mainstream directories. Wireless podcasting, which can be downloaded to the future Zune or a mobile phone, means that the audience for podcasts just got a lot larger. Sharing media files and podcasts is a new kind of social netwoking which libraries should watch. As podcasting becomes more popular people could communicate via podcast as they do via blog and through social networking sites.
Software for creating and recording podcasts
WildVoice referred to below under “Uses” has two versions of its software WildVoice Studio and WildVoice Shout. The former is a more sophisticated windows application which creates professional quality sound recording while the latter allows users to directly record a podcast from the WildVoice site without having to download the software.8 Audion Laboratories, Inc. released Podcast Station version 2.0 which it demonstrated at the Podcast Portable Media Expo 2006 held in Ontario on September 29-30, 2006. This software allows users to record and edit podcasts. One notable feature of the software is that it works with Skype, an internet phone service, and allows Skype calls to be recorded on the Skype answering machine downloadable from KishKish.com. Users can then listen to their phone messages via podcast.8
Because podcasts can be produced at no cost and anyone can put a podcast online, this technology is being embraced by independent musicians who wish to make a name for themselves online. Much in the same way that websites such as www.MP3.com operated in years past, websites such as Podsafe Musical Network allow musicians to post their own music for download. Podsafe also gives users access to music and other tools so that they may create royalty-free podcasts.
Again, what does this mean for libraries? Libraries may be interested in creating podcasts. The easier it is to create a podcast, the better. Being able to record phone messages could allow future libraries to record feedback from users on its services or book reviews by users left on a Skype answering machine which it can podcast on its website. Podcasting opens up the world of communication on the internet in audio and/or visual format as opposed to text which is static, sometimes boring and often slow. Podcasts allow users to convey emotions and feeling. Libraries of the future can use podcasts as a medium to communicate with members of the community who prefer to receive information in an oral or visual format. With an aging population, delivery of information through audio podcasts may become necessary. Storytelling is an art that has been lost in modern culture. Libraries, especially public libraries that serve a function as the preservers of community history can add to their archives the stories and words of the people of the community as told by them in their own voices. Even in a corporate library, podcasting can be used to harness the knowledge of leaders and strategists in the c-suite to pass on wisdom and insights that come out in interviews or discussions between these people that young future leaders in the organization might never otherwise hear. Flash files which demonstrate how to use computer applications could be replaced by a video podcast. Video podcasts also provide a record of life that cannot be told in written or spoken words. With innovative uses for podcasting such as Podsafe, libraries may take a cue and allow patrons access to these technologies so that they may too be able to create an maintain their own podcasts.
Content:
Podcasting is being touted as the newest addition to Web 2.0. Now that Web 2.0 is a term common to the mainstream media, lots of players want a piece of the action. Anxious not to miss out on this emerging new medium, as they did with blogs, in the spring of 2005, NBC, ABC, BusinessWeek, The Washington Post and Forbes had either published or were about to publish podcasts.8 Radio stations that have seen a decline in value and fear losing more listeners to major multimedia companies producing podcasts are starting to develop podcasts themselves. One radio station in San Fransisco, KYCY-AM 1550 is the first radio station in the US to use an all podcast format.9
Television shows are also developing podcasts. HGTV, Victory Garden and CRAFT magazine all produce podcasts on home design, gardening and crafts respectively. These podcasts provide tips and inspiration to listeners and viewers.
For libraries of the future, more varied podcast content means more podcasts which users need to have organized and catalogued so they can be accessed meaningfully.
Innovative Use:
Podcasting allows people to feel connected in a way that text communications do not. The television and radio industries are poised to use podcasts in ways which will enhance the entertainment they already provide. Traditional broadcasting is one-way and non-interactive. Podcasts are similar to the comment feature in a blog only they are audio and sometimes visual. Popular TV shows are using podcasts on their websites to allow fans to interact with the shows’ cast and producers. A TV show called Nip/Tuck allows fans to submit personal information and questions about plastic surgery online. The fans then receive a fictitious phone call with a podcast of the show’s doctors answering fans questions. The podcast is also available on FX and iTunes.10
Also popular is the use of podcasts to allow fans and audiences to voice opinions and comments on a show or film. Nip/Tuck uses podcasts to hear what its audience has to say. Yamji hosts a web community for movie fans. The content of the site is movie reviews and discussions between site visitors. On November 11, 2006, Yamji teamed up with WildVoice, a producer of software available on the web for creating and sharing podcasts. Yamji now allows visitors to leave podcasts of their movie reviews which other users can access on the site and download.11
These creative uses for podcasting, highlight that podcasting is entertaining and can be used to draw users to a show, a website, or even a library. Where books have to compete with movies, the internet, television, and video games, how can a library appeal to younger users? Part of the appeal of blogs is that they have personality. Podcasts have the potential to have real personality. What if libraries teamed up with authors like Robert Munch to promote kids books? or created a fun character? What about getting community heros like Matts Sundin to help promote literacy? Libraries could set up podcast reviews for books like the Yamji/WildVoice site that reviews movies.
Conclusions:
Podcasting is the newest form of social communication on the internet. Libraries are using podcasts to provide more content to users. Fewer libraries are creating directories of podcasts relevant to users or creating interactive podcasts which allow users to interact and respond to each other in an audio or video format. I expect to see more innovative uses of podcasting by libraries in the future especially as the producers of podcast directories and digital audio devices and podcasting software continue to improve their products. There is definitely a place for podcasts and podcasting in libraries of the future.
Notes:
1. “Hand held Entertainment launches Zapp beta: Zapp Media Manager 1.0 file sharing software,” Online Reporter, 28 October 2006, Onesource, 11 November 2006 http://www.onesource.com/
2. “Sony Bolters Media Manager for PSP System,” Wireless News, 19 October 2006, Onesource, 11 November 2006 http://www.onesource.com/
3. “Podcast Ready’s myPodder to be pre-loaded on iAudio players from COWON,” Telecomworldwire, 26 September 2006, Onesource, 11 November 2006 http://www.onesource.com/.
4. “Trying out the Zune: Ipod its not,” New York Times (National Edition), 9 November 2006, Onesource, 11 November 2006 http://www.onesource.com/.
5. “UpSnap rolls out Moble Multimedia Content and Entertainment Offering,” Wireless News, 13 October 2006,Onesource, 11 November 2006 http://www.onesource.com/
6. “The PodLounge launches mobile-compatible podcasting directory,” DM Asia, 21 September 2006, Factiva, 11 November 2006 http://www.factiva.com/
7. Su Li Walker, “Podcasts offer choice to the mass market; Apple leads the way,” Yankee Group Decision Note Technology Analysis, June 22, 2005, Yankee Group, 12 November 2006 http://www.yankeegroup.com
8. “Audion(R) Laboratories Releases Podcast Station v2.0 at 2006 Podcast and Portable Media Expo,” Market Wire, 29 September 2006, Factiva, 11 November 2006 http://www.factiva.com/
9. Michael Goodman, “Leverage podcasts for new content delivery model,” Yankee Group Decision Note Technology Analysis, June 27, 2005, Yankee Group, 12 November 2006 http://www.yankeegroup.com
10. “Fast Track: FX has launched some off-beat features on its website,” Broadcasting & Cable, 1 October, 2006, Onesource, 11 November 2006 http://www.onesource.com/.
11. “Yamji and WildVoice team to bing podcasts to movie review site,” Business Wire, 11:24 (2006), Factiva, 11 November 2006 http://www.factiva.com/
References (not linked in text)
What is a Podcast by Jason Vanorden
Abram, S. (2006). Podcasting: The short course. Information Outlook, 10(3), 34-5.
7 Things You Should Know About Podcasting by Educause Learning Initiative