Interesting BBC article on podcasting

BBC News Website Article

"The technology has got traditional broadcasters excited and worried at the same time. The technology gives them a new opportunity to distribute their programmes and potentially a whole new audience.

But podcasting is cheap. All you need is a laptop, a microphone and a bit of a flair for technology and you can create your own programmes.

As a result broadcasters are worried that their market share will be washed away over night by a torrent of amateur broadcasters and companies that look on podcasts as a useful way to get their message out.

Hence, broadcasters, advertising companies and financial institutions are all clamouring to work out who is online, where they're downloading and what they're listening to."