Helen ShawMD Athena Media,

Dublin, Irelandwww.podcastingireland.ie

DRACE Project

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Finding out about podcast use

How is that changing linear radio use?

How is radio facing the challenge?

What are the issues driving podcast use?

How is podcast production being funded?

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Rajar July 08 Podcasting+Radio/Net’ 3.7 mill download podcasts every week Spends over a hour Comedy and music top genres Most use iTunes -79% listen via PC 15% listen more to radio (10% less) 39% listen differently, to new shows Evergreen: 83% listen to old

programmes 53% open to free podcasts with adverts

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Podcasting/Listening via Internet - Jan 2008 80% listen at home 60% use podcasts ‘listen when I want’ 25% ‘listen to show I missed’ 18% listening to more radio (8% listen less) 67% listen via iTunes 65% not willing to pay Over half listen to full shows they download

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Extending life + availability of programmes

Enhancing value to users – and broadcasters

Losses in linear augmented by non linear use

Small overall growth; more selective listening

Users expect online offerings as standard

Commercial: Open to advert Opportunities to open the archives Move to create online only content

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2,000 users in database: 10% survey 30% download every day/40% weekly 50% use both audio and video Most want content flexibility 40% use iTunes to find podcasts Biggest barrier – time 70% open to advertisement in podcasts Less than 12% would pay for them 50% say they are listening to same

radio 8% say they are listening more

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BBC not permitted to make podcast only content Over 16 mill downloads since March 08 – popular

shows get 700-1 mill a month. (BBC R4 Today/The WS documentary) All traffic

publicly available online.

RTE 2006- 100+ audio/video (5%) and podcast only content. 5 BBC Network 2004 – 200 podcasts – audio only

million downloads in 2007 (News/comedy) 51% of RTE’s podcast users come via rte.ie

Radio Netherlands Worldwide 2007 – new experiment with Media Network (podcast only project).

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Download and Podcast figures - July 2008 Daily Global News (World Service) 1,223,371Best of Today (R4) 717,289Archers (R4) 588,518 Regular (1-5 a week)Documentary Archive (World S) 1,019,741 Weekly (1 a week)Friday Night Comedy (R4) 755,937Russell Brand (R2) 615,286

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DRACE book project Digital Radio Cultures in Europe Podcasting: EBU survey and interviews

We need your help Contact helen@athenamedia.ie Visit www.drace.org www.athenamedia.ie

www.podcastingireland.ie

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