Already a formidable trend in the online world, podcasting is storming into the mainstream now that Apple has added podcast subscription capabilities to its iTunes application. Some of the major television networks are even dipping their toes into the podcasting waters for their entertainment divisions, with mixed results, and only CBS so far has made a bit of a splash about their efforts in anticipation of the new TV season.
CBS
CBS is using this new medium to supplement one of the oldest shows around – Guiding Light – and will have more information on upcoming podcasts once it launches CBS Netcast next week. The Guiding Light podcasts will feature audio-only versions of the show, including shorter versions devoted to a particular storyline. Other shows will get a similar audio version treatment, and new content is promised as well. (See Information Week and Media Week for more information.)
NBC
NBC's experiments in podcasting already indicate some imagination at work, with audio files that add value to the shows. While only a few of their series offer a podcast, those that do use them for different but effective purposes. Las Vegas, for example, offers episode-specific commentaries with cast members, writers, and producers of the show. I Want to Be a Hilton has spawned "Kathy's Hip Tips to the High Life Podcast," with Mrs. Hilton's advice on such topics as pets, publicity, and manners. The point is not whether you could pay me enough money to listen to her, it's that people who are watching the show are likely to be interested in learning how to emulate Paris and Nicky - without their genetic gifts of money and beauty. And, presumably, people who like the podcast are likely to enjoy the show.
Fox
Last season, the Fox network launched Foxcasting (“aka podcasting,” they helpfully tell us) to present audio recaps of selected shows, including Arrested Development, Hell's Kitchen, House, M.D., and Family Guy. Oooh, so close, Fox. Good idea, wrong content for the medium. Narrated by Michael Krogmann (who it seems I should have heard of, but haven't), the recaps are very similar to the text recaps that appear on the show-specific sites. There is no compelling reason to bother with audio when the content is as dry as this. There's no banter, no cast or crew participation, just a straight narrative of what happened on the episode. Including clips of memorable moments seems like a no-brainer, but very few so far contain actual audio from the show. If you've seen the episode, there is no added value here. If you haven't and want to catch up, the text summaries are the less-hassle way, and Television Without Pity recaps are the entertaining way.
Article comments
1 - Eric Berlin
Amazing job on covering this important story, deekay! Podcasting was on the brink for a while, and now I think we're seeing majoy media cross- and spill-over.
And if no one else has done it... welcome!
2 - Warren
Sci-Fi has also been podcasting the director's commentary for Battlestar Galactica since almost the beginning.
I think that cable TV is probably going to be quicker to make use of podcasting than the networks are. They seem to be more willing to change and innovate.
3 - deekay
Thanks Eric! It's good to be here. Warren, I don't know that any network is really on the cutting edge of TV podcasts, cable or not, though most are starting to make use of them. It'll be exciting to see what happens.
4 - Hopesome
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5 - Sebastien Chorney
A very interesting discussion.
Our company has produced 13 music-themed podcasts to coincide with the premiere of season 1 of the TV series ReGenesis on Global Televison in Canada.
Front-of-mind for us was creating something entertaining and of value to both fans and casual viewers of the show, incorporating more than plot summaries and short soundbites.
You can listen to the podcasts at www.regenesispodcast.com and feel free to drop me a line with your comments at info at podzapper dot com.
6 - deekay
That's pretty cool, Sebastian. Quite different from what some of the other networks are going for. It's very subtle in terms of marketing - purely a focus on the music, so you don't even have to know the show to appreciate them (and I'm apparently a bad Canadian, since I'd never heard of it). It does seem like a no-brainer, to use podcasts to highlight the music from an episode.