Sometime in 2004, Podcasting emerged as a new medium for communications for people on the go and people who crave variety and creativity in their listening programmes. In the early days of Podcasting, all one needed to be part of the 'Podcasting' craze was a listening device like an MP3 player, a PDA or even a cell-phone which can play audio files. Podcasts stream audio-programs directly to a personal listening device via the Internet. Think of 'blogging', but for the ear. One can choose between various 'channels' opening the possibilities to learn, be amused or share their views and opinions. The subjects being podcast range from live comedy shows, gardening tips to fan-based collectives on music and movies.

By late-2005, Podcasting evolved to include video. And, not just any video, but MPEG-4, H.264 encoded video that looks great and can be seen online or on iPod®/video, PSP® or any other MPEG-4 compatible device.

There's even a quirky little format called an "enhanced podcast" that emerged which can include simple animation and chaptering navigation. Distance learning and training information becomes instantly accessible for mobile viewing museums and field training applications yet to be imagined.

Imagine:

Podcasts meet the demands of many media providers who can avoid the regulatory pressures of media laws and red-tape. Podcasts work best to achieve the following: Bring people together over common interests and goals; and provide specific, current and reliable information to targeted audiences. It's not only fun and games. If an organization requires coordination in an unfamiliar situation, podcasts speedily condense and clarify important information. The political field has discovered Podcasting as a method to deliver their message, from day-and-date radio addresses being concurrently delivered via Podcasting, to campaigns. Just wait .til they discover viral video Podcasting!

Endless Options:

Although podcasting only gained momentum in 2005 and is relatively new, its future is exciting and limitless. This technology brings together audiences, communities and content providers in a medium which gives users greater "tuning in" freedom, creativity and control.

And, in the deluge of paid subscription content or paid downloads, Podcasting is either free or can be delivered in an ad-supported environment.

The opportunities for creative advertising campaigns are enormous for creative directors who consider the unique aspects to podcast delivery and viewing.