The State of Podcasting Outside the U.S.
By Monte Silver
Are the best cooking-related podcasts in France or Italy? Are the British listening to them for ideas, or does the secret ingredient get lost in translation? There are jokes galore about Italian policemen, but is it true that their State police have a popular podcast? Are the Chinese forced to subscribe to “Lets Learn English” podcasts in preparation for the Olympics? Where is podcasting most developed outside the U.S.?
Technology. Culture.
Culture. Technology.
Before setting out to answer these questions, and examine the status of podcasting outside the U.S., the assumption was that the average American podcast-enthusiast (I was born and educated in the U.S.) knew little about podcasting elsewhere. However, I was certain that outside the U.S., they were well connected and informed about cross-border activity, especially in the European Union. This four part article examines podcasting outside the U.S., answers the above questions and tests my assumption.
Part one provides an overview of the key factors which frame podcasting in the countries examined. Part two explores relative podcast adoption in each country by examining factors such as big media podcasting, corporate podcasting, advertising and venture capital involvement. Part three discusses the effects of cultural on national podcasting. Part four summarizes key podcasts, podcast-related entities and recent developments in each country.
Many factors influence podcasting in any given country. Two factors, however, are of key importance. Language is one. Broadband Internet is the other.
It is easy to predict the impact of broadband internet on podcasting. Clearly, people with low-speed dial up connections will not regularly download huge podcast files. In terms of analysis, however, broadband Internet either exists or does not exist, and does not make for interesting analysis. And in the countries examined, broadband Internet is now sufficiently available.
All things being equal, the more broadband subscribers there are in a country, the more podcasting is developed. In France, UK and Germany, 11.1M, 11.6M and 12.4M subscribers have high-speed Internet, respectively. China has about 30M subscribers. On the other hand, Australia, Italy and Spain have only 3.5M, 7.7M and 5.9M broadband subscribers, respectively. Judging by local podcast creation, in France, Germany and China, podcasting is flourishing According to Bertrand Lenotre (podemus.com), France produces 2650 different French podcasts, including 490 video podcasts. China produces approximately 20,000 podcasts, few of them video, according to Chinese Jack Gu (podlook.com). Germany produces 3300 different podcasts, including 800 video podcasts, according to Fabio Bacigalupo. (podcast.de) In Italy, the largest of the second group of countries, there are only about 220 active podcasts, and podcasting is still in its infancy, according to Valerio Di Giampietro (audiocast.it).
Surprisingly, however, the UK produces only about 220 different podcasts, very few of them video. How can that be? The UK is clearly a very active podcasting hub. It is home to Podcast User Magazine (podcastusermagazine.com), the world’s only podcast magazine, according to Co-founder and Editor Paul Parkinson. UK Podcast-enthusiasts can also boast to have hosted Podcastcon, the world’s first Podcast conference. So why are so few people in England producing podcasts? The answer is language.
The impact of language is both more interesting and far-reaching than that of Broadband. Language will impact podcasting on a country -level long after broadband Internet becomes common-place.
In talking to leading podcast enthusiasts in nine countries, what became immediately clear was their near total isolation. Leading podcast figures in one country had absolutely no idea what was happening abroad. Passionate podcasters and podcast-entities were creating beautiful gardens, but they were walled gardens. The English knew nothing about podcasting in France. The French knew nothing about German podcasting. Of course, no one know anything podcasting behind the Great Wall of China.
There was one clear exception: common language. French and German podcasters know nothing of each other, although they may live within a 30 minute drive of one-another. On the other hand, the flow of podcasts and emails between Australians, South Africans, English and Americans is very common.
Common language tears down national boundaries. Here are some examples. British Telecom and U.S.-based Podshow just launched BTPodshow. 75% of Podcast User Magazine subscribers come from the U.S. Its editor is a proud Brit. Keren Flavell is a proud Australian (mobilemedia.thepodcastnetwork.com), but 70% and 50% of the podcasts they subscribe to respectively are from the U.S. According to South African Mark Taylor (podcast.co.za), it was listening to Adam Curry that inspired him to “jump right in”.
Spanish-speaking podcasters know no borders either. Jose A. Gelado is a leading Spanish podcaster and he runs a portal too (podcastellano.com). Of the nearly 500 Spanish podcasts he lists, 150 are from Spain. The others are mainly from Mexico, Brazil, Chile and Argentina. Carlos Fernandez (podsonoro.com), his fellow countryman, agrees and is very familiar with the top podcasts and portals in Latin America.
Language can also unite communities disbursed around the world. ‘Afrikaans in Sydney’ is produced by an Afrikaner who moved to Australia, says Mark Taylor. In Afrikaans language, the podcast compares life in Australia with life back in South Africa and is popular in South Africa, as well as in the many South African communities around the world.
Other than in cases of common language, however, language is a barrier. A wall that isolates people. Here is a subtle example: Nicole Simon of Germany (usefulsounds.com) started her podcast in German, then switched to English. She drastically increased her reach, but only at the cost of alienating her follow Germans, who see this as a snub and treat her with suspicion.
Language has a direct impact on local content creation. The more isolated the country is in terms of language, the greater the opportunity for local podcasters to fill the vacuum. Although France and the UK have roughly the same population and number of broadband users, France creates ten times more podcast titles. Germany creates 15 times more. Amateur and big-media podcasting is booming in France and Germany, less so in the UK. U.S. podcasters are setting a very high standard. With UK listeners selecting U.S. content 70% of the time, it is clear that content generation in the UK, both amateur and big-media, may be somewhat stifled.
Yet, while France prefers French and China Chinese, English remains the “global” language. English podcasts have a worldwide audience. In Israel, 2 of the top 10 podcasts are in English. In Italy, two of the top 16 podcasts, and a few of the most popular Chinese podcasts are “lets learn English” tutorials. Bonjour-America, a wildly popular French podcast is in what Lenotre of Podemus describes as “kitchen” English. While providing a humoristic view of America and Americans, it underlies the universal fascination with the U.S., and the desire to blend into universal English culture.
The impact of language may decline somewhat with video podcasting. Funny videos are more easily enjoyed by all. YouTube videos are very popular in China, according to Gu. Interestingly, however, the Chinese do not frequent the YouTube.com site due to the site’s English interface (language), and slow international Internet (bandwidth). Rather the Chinese prefer to cut and paste YouTube videos onto comparable Chinese sites.
To summarize, while broadband is becoming ubiquitous, language will remain the single most dominant factor influencing the evolution of domestic podcasting. Language will continue to impact many aspects of podcasting: the walled garden phenomenon, local content creation, the formation of multi-country groups, and the manner in which national brands, such as Podshow will port across borders.
Most of us love ourselves, want exposure and think we are worthy of others’ admiration. Thus the supply side of User Generated Content services (”UGC”) is clear. What is remarkable is that we (me included) actually enjoy watching amateur videos of others. And we do, as evident from YouTube’s millions of downloads a day, and its recent acquisition by Google.
But can UGC go mobile? Will people be willing to both create and consume UGC videos on the go? In my opinion, the clearest advantage Mobile UGC offers is the fact that most new phones can capture video. Thus we can all join in the UGC fun and create our content spontaneously, or capture something interesting we see happening on the street.
However, several key issues must be addressed if UGC is to go mobile. Creating a video on the handset is relatively simply, yet posting it to a YouTube-like site is complex and costly in terms of data-charges. Cost issues are addressed below, but transferring “mobile-phone video” to a website requires Bluetoothing it to a PC, then uploading it to the UGC website, a process few of us will bother with. A dedicated UGC client on the phone can resolve this and allow users to capture the video, then upload it to the UGC website virtually with a single click.
As to receiving and viewing videos on the handset, there are several ways to accomplish this. A WAP Pull model involves the UGC mobile service provider posting many videos on a WAP Portal for users to browse and pull. This model will fail, as have most WAP services, given the cumbersome click & wait, menu intense experience of mobile internet. The subscription-push model is a viable alternative, where users subscribe to a specific UGC topic (say Entertainment), then have the “Top Entertainment clip of the Day” delivered to them automatically. Push allows for the automatic delivery of large files (say, overnight), eliminating the need of users to browse-pull, then wait for the download of a large file in real-time. Customizing the service to the user’s specific area of interest is easily accomplished using a simple web-based (preferable to WAP) registration page, which allows the user to subscribe to a precise channel of interest.
Should the Mobile UGC service provider (say Vodafone) build its own community, or partner with a YouTube-like service? The latter is the clear answer. A few years ago I was responsible for designing and selling an advanced client/server mobile Instant Messaging solution. Effort spent trying to persuade U.S. operators to buy an IM solution then build new mobile-IM communities rather than wait until AOL, AIM, ICQ and Yahoo agree to interoperate were futile. Operators had no desire to build new communities, and also realized that users would not duplicate communities – one mobile and one PC-based. Verizon Wireless finally bought our platform, brought the enemy IM communities together, and created a killer service. Thus service providers interested in offering Mobile UGC must partner with existing communities, not build their own.
Cost to the user is a critical factor in determining who will operate the Mobile UGC and how the user will be charged. Unless Mobile operators are intricately involved in the UGC service, the service will fail, primary due to cost issues. The sending and receiving of video content is data intense, and extremely costly to the user, unless a clear monthly fee is established for the service. Mobile operators control the cost of data traffic on their network. Thus, unless the Mobile operator adopts the USG service and creates clear and reasonable fee-structures for it, no one will use it.
Do Operators want to launch such services? You bet. From a revenue perspective, most operators subsidize the expensive handsets we use, only to see us load them with MP3 files from the PC, for which the operator seeing no revenue at all. Operators must find ways to get users to fill their phone with Operator-based content. From a “Branding” perspective, it would be Verizon and Vodafone’s wet dream to launch a YouTube branded service.
To summarize, UGC services appear headed for mass-market adoption. Such a service can easily port to the mobile environment. A smart, appealing client and simple registration process can offer great functionality that is easy to use. Operator involvement is crucial. Given the brand-value of a YouTube Mobile service, I assume that we will see such a service in the near future.
http://mobilemonte.wordpress.com/
reprinted with Monte’s permission !
I want to tell you a true story about a MARKETING & MONEY-MAKING
SuperConference attendee who asked to have his name kept confidential:
At last year’s SuperConference, he confided to a group of other Members
(over drinks that loosened inhibitions) that he was nearly $80,000.00 in
debt on outrageously high interest credit cards - run up by buying out
an evil business partner, had just been turned down by three banks for
re-financing his house to re-arrange this debt and get breathing room,
had a proven product and marketing campaign but was hamstrung by his
pressing debt and couldn’t exploit it, and further couldn’t figure out
how to convert web site traffic he was getting lots of into cash buyers.
One of the three Members sitting at the table with him pushed him into a
break-out session, where he got the answer to “fix” his web site.
Another directed him to yet another Member with expertise in mortgages
and bank financing. And halfway through the next day, he heard yet
another Member interviewed in a session that quite obviously had
customers ideally matched with his product.
Within 21 days after the SuperConference, he:
(1) Followed advice and got one of the banks that had previously turned
him down to re-finance his home, pay off 100% of his credit card debts,
liberating nearly $2,000.00 a month in cash flow - and gave him a
$25,000.00 business loan to boot.
(2) Re-engineered his web site, began converting 38% of his visitors to
cash buyers, added an upsell accepted by 12% of them, and went from
barely doing any internet business to earning over $10,000.00 a month.
(3) Learned to use tele-seminars effectively in selling to his
unconverted leads, averaging another $3,000.00 a week and…
(4) Connected with the speaker he heard on a joint venture that put
$67,000.00 of profit in his pocket.
Those may not be Big Numbers to you. To him, of course, they changed
everything. Almost overnight. And his story is not that unique.
And without yet giving you a single detail about the Amazing Array Of
Superhuman Marketing And Moneymaking Heroes and League Of Extraordinary
Experts we have lined up of the next Super-Conference Speakers or
discussing the Galaxy Of Experts Exhibit Hall or any other Activities, I
have just told you exactly why you MUST attend.
NOW…if you want to find out about everything that Bill Glazer and I
have planned for you, simply click onto the link below:
http://www.SuperConference.DanKennedy.com
This earth shattering event is already 43% SOLD OUT From
Pre-Registration and if you hurry you can still grab a …FREE Bonus
Renegade Millionaire Day Exclusively that I will be delivering
personally that you will not want to miss.
http://www.SuperConference.DanKennedy.com
Dedicated To Multiplying Your 1ncome,
Dan Kennedy
PS: What would a SUPER-Conference be without a SUPER-GUARANTEE?
Guarantee: If, at the dinner break of Day#1, you do NOT agree that you
are participating in a Life-Altering Event and Experience of SUPER
Importance and Value to you, you may advise us of your disappointment,
exit the Conference (and the Hotel), with a FULL, 100% REFUND OF YOUR
FEE plus up to $500.00 REIMBURSEMENT of documented Air Travel and Hotel
Costs.
Be sure to visit the internet’s ONLY OFFICIAL
SOURCE for the latest news, information and marketing systems/events from Dan Kennedy and Glazer-Kennedy Inner Circle at:
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JoomlaJabber.com - The first podcast devoted to the Joomla user community.
Tuesday, 07 November 2006
Joomljabber.com is proud to present a new podcast show for the Joomla Community!
Joomlajabber is a the first podcast show devoted to the Joomla user community. Hosts Kathy Strickland (aka PixelBunIp) from www.raptorservices.com.au and Tom Canavan - author of the forthcoming book “Dodging the bullets” - A disaster preparation guide for Joomla based websites bring you weekly, guests, insights news and more.
Guests on the show include Joomla developers, Joomla website users and occasionally a surprise special guest or two!
The show is free to subscribe (rss) at http://www.joomlajabber.com.
The blog that accompanies the show can be found at http://joomlajabber.wordpress.com.
JoomlaJabber is looking for guests for upcoming podcasts! Are you a Joomla extension developer, Joomla Website developer? Does your business use Joomla for their website? Give us a shout at joomlajabber@gmail.com and let us know!
Visit us today at www.joomlajabber.com and subscribe to our podcast feed.
Happy Listening!
///////////////////////////////////////////
Podcast User Magazine Issue #11
Posted: 30 Nov 2006 06:01 PM CST
http://www.podcastusermagazine.com/2006/12/podcast-user-magazine-issue-11.html
Eleven months old, 100,000 downloads, received in over 103 countries and still free. This months features include :
Podcasting a la francaise Behringer podcastudio kit Belkin TuneTalk Inside the podcasters’ studio with Dr Floyd Friends In Tech Monster in the podcast Sweepers, ramps and stingers explained Podcasting the past Video podcasting The quirky podcast list Aural pleasureand much more
Be sure to subscribe to the feed to receive each issue as it is released or download now, by clicking on the download link above.
This posting includes a media file: http://www.podcastusermagazine.com/files/podusermag-issue11.pdf
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So What Now, How Do I Subscribe?
Posted: 31 Jan 2006 11:13 PM CST
http://www.podcastusermagazine.com/2006/02/so-what-now-how-do-i-subscribe.html
So it’s all very well describing the magazine, but how do I subscribe to it? The easiest way is to look for the subscribe link on the relevant podcast. This most popular graphic to look for is this one . When you click on it, you may very well end up with a text full of what looks like techy gobbledygook. This is in fact the subscription information your aggregator software needs. There are many different podcast listening solutions and some enable you to have one click subscription, i.e. you just click on the correct link and your podcast aggregator will automatically add the link to your subscribe list. This is all very well, but what happens when you want to remove it? For this reason I prefer the manual method as that way I know I can subscribe to any podcast, no matter what links it offers.
I’ll assume you are using Juice as your podcast aggregator as this is the one I use. Although there are lots of different software solutions, they all essentially handle things the same way, so once you know one, you can pretty much find your way around any one.
You’ll notice on the top right of the page is the familiar icon. Right click on this and select either “Copy Link Location” if using Firefox, or “Copy Shortcut” if using Internet Explorer, from the menu that appears. This makes a copy of the information we need for our aggregator software. We now need to open our podcast aggregator, which for this example is Juice.
Once Juice is run you will be presented with the opening screen. Click on the Subscriptions tab and then click on the “Add New Feed” button. You will see a screen like this.
Our final step is to paste the feed information into the blank box. We can do this by pressing the [CRTL] key and while holding this key down press the [V] key. Our feed information will now appear in the text box and should read something like this http://feeds.feedburner.com/podcastusermag. Now we just click on the [Save] button and we are now subscribed. Now whenever you click on the “Check for New Podcasts” menu option or button, The Podcast User Magazine will be checked to see if any new magazines are available.
–
You are subscribed to email updates from “Podcast User Magazine.”
To stop receiving these emails, you may unsubcribe now http://www.feedburner.com/fb/a/emailunsub?id=278887&key=BCSpi6x%2Fa8G8xgxIHYEacQ%3D%3D
If you prefer to unsubscribe via postal mail, write to: Podcast User Magazine, c/o FeedBurner, 549 W Randolph, Chicago IL USA 60661
Are the Chinese forced to subscribe to “Lets Learn English” podcasts in
preparation for the Olympics? Where is podcasting most developed outside
the U.S.? Are the best cooking-related podcasts in France or Italy? Are the
British listening to them for ideas, or does the secret ingredient get lost
in translation? Do German corporations podcast?
There is a world outside the U.S.
Honest.
And if you are interested in reading a good summary about podcasting out
there, here is a great overview.
In your previous Success Marketing Strategy I wrote about creating two different types of checklists in order to keep you on tract to being an innovative thinker.
There’s also a third type of checklist that I use, which is a collection of what I call ‘Classic Marketing Wisdom.’ This is made up of key quotations from the books, articles and other writings of advertising and marketing experts past and present, grouped by category.
When I sit down to create a direct mail piece for example, I would view my wisdom checklist of all the experts, key quotes about direct mail. To build this list you need to do some serious reading about advertising and marketing. I’d certainly suggest reading the works of David Ogilvy, Leo Burnett, Claude Hopkins and Bob Stone. Many of their books are available at your public library. You can borrow and review them without spending a penny.
The important message behind the development and use of these checklists is that creativity and innovation can be learned, can be developed, it can be approached in a pragmatic, systematic manner. It is not a product of ingenious; although I’m willing admit that that helps too.
The person who believes and says that he is not creative, is not innovative, is not good at marketing, is most likely to fail in business. If you feel that you have to give away responsibility for these functions to others, such as ad agencies, copywriters, artists and consultants you’ll create a mammoth economic drain on your business
Big business, multi-million dollar corporations do it this way and I guess they can afford it but small and medium size businesses need to be their own marketing innovators. . I go into great detail about these topics in the MAGNETIC MARKETING SYSTEM.
You’ve got to determine for yourself what marketing functions belong inside your business versus those that should be delegated to outside vendors. My philosophy is that the business of a business is marketing and that the principles of the business should be intimately and directly involved in the marketing strategies.
Best Internet marketing newsletter yet !✓ November 8, 2006 8:06 AM Perry Marshall must read
All the marketers of the world have been arguing about this for… oh, about a hundred years now: Is it better to write big long sales pages and spend 10 or 20 or 30 pages telling your story, or is it better to be brief and to the point?
Guys who charge fifteen grand to write 46 page direct mail packages say their results undoubtedly prove long copy is better. Madison Avenue people who work for (obviously successful) Fortune 500 companies would remind you that Coke’s “The Real Thing” and Alka-Seltzer’s “Plop plop fizz fizz” slogans stuck in hundreds of millions of peoples’ heads.
They would also remind you that even Apple’s iPod was sold not with long copy, but with U2 and shots of hip dancers wearing those white headphones on buses and trains and billboards.
Well they’re both right. And I know the answer to this ‘long copy-short copy’ question, because I’ve seen enough things and tested enough things to know what the real answer is.
The real answer is:
*The right amount of copy is just the amount that gets a person to take the next step that you want them to take.*
No more, no less.
If all you’re asking is for the person to try a no-cost 30 day software demo, then all you need is enough copy to convince them to sign up, install it and try it out. That might only be a couple hundred words.
Or, to twist around an example John Carlton likes to use, if you were giving away Marilyn Monroe’s phone number, all the copy you’d need is:
To get Marilyn Monroe’s phone number, please fill in the form below:
Name ________
Email Address _________
Checking Account Routing Number ______
Button: “Access to Marilyn Monroe’s Phone Number”
On the other hand if you’re selling a $5,000 workshop and the readers don’t even know who you are, you might need 60 pages of copy.
In either case you can test whatever you want to test and you’ll eventually get an answer. Having said that, you can’t test everything, if you could do that you wouldn’t need any marketing advice, only a big testing machine. But on the web, this isn’t something people need to sit around and argue about. What I’ve found from using live chat to watch visitors come into my website and look around, you need two paths:
-One that conveys the highlights quickly
-One that tells the whole story
Traditional copywriters (myself included) accomplish this partly by building a “dual readership path” with headlines, sub-heads and font changes, so a skimmer quickly gets what he wants. And more than any other media, the web gives you unlimited ability to build multiple paths so a person can stick around and look as long as they want and keep learning more.
Stay tuned, more to come later this week.
Perry Marshall
P.S. Get over $500 of stuff for $29.95, just for taking my Renaissance Club for a test drive:
http://perrymarshall.com/club
Occasionally I post about real charities ! I just received this email from a retired Nurse ! Below is her e mail and also a letter I wrote to the producer of the Imus In The Morning Show ! I hope someone will forward this mail to: Mr and Mrs Imus !
This is an enquiry e-mail via http://www.all-podcast-secrets.com from: joannemcrgrathx1@netzero.net
joanne mcgrath joannemcgrathx1@netzero.net
Dear Imus and Mrs. Imus,
I’ve been a big fan of your TV/radio show for the last couple of years now. I have Parkinson’s disease and I don’t sleep well at night, so your show has been a godsend. I live in Whitefish Montana, so I’m up by 4am to catch the whole show.
I’m very interested in your ranch in New Mexico and would love to join the staff if you have any openings. I have my own horse and I still enjoy galloping him, so the Parkinson’s hasn’t slowed me down to much. If I take a short nap in the middle of the day, then I can do most anything. I was a nurse (LVN) for almost 30 yrs, so I can be of some help in that department too. I want to be a part of something good and positive with the kids that come to the ranch. I think it’s wonderful what you are doing and I feel that working with these kids would be probably the most rewarding thing I can do in my life. I hope you’ll consider me, I love children, all animals and I feel I’d be an asset to your staff. I have many references if you need to check my history and I’m sure you do that with everyone. Thank you for your time and I will
anxiously wait for your reply. Thank you,
sincerely, Joanne Mcgrath
Imus Ranch
Naomi & Marshal Sandler
606 S Williams Apt 607
Royal Oak Mi 48067
Msandler1@comcast.net
Attention: Mr Bernard Mc Guirk
Producer “ Imus in the Morning!’
MSNBC Studios
MSNBC Plaza
Secaucus NJ 04941
Subject: Imus Ranch
Enclosed is an e mail sent from one of my web sites www.all-podcast-secrets.com
From Joanne McGrath, requesting work at the Imus Ranch! From time to time I post about the show and the Ranch on my site. It seems a legitimate E Mail you might want to forward it to Mr. And Mrs. Imus!
Respectfully
Marshal Sandler The 70-year-old Blogger
✓ Podcast Adoption through Mobilecasting [podcast] [john c haven] [mobile podcasting]
From John C. Havens,
Your Guide to Podcasting.
FREE Newsletter. Sign Up Now!
MobiPod encourages Podcast Adoption
I interviewed Monte Silver about his MobiPod mobilecasting service and was intrigued to learn he can offer 30-45 minute audio and video clips to people’s phones. This has special impact, in my opinion, to the idea of adoption of pod/videocasting technology. The easier it is for people to get content they want, the faster they’ll adopt.
Mobil Podcasting Review by John C. Havens
As a professional actor and writer for over twenty years, John understands the nature of quality content and top-notch delivery. He’s also an accomplished blues musician (guitar and harmonica) and understands the nuances of editing and mixing podcasts for maximum effectiveness. Podcasting blends his skills and talents in one exciting medium and he’s thrilled to be one voice in a Cast of thousands.
Posted with Permission 2006
On the family side, John is the father of two young children and lives with his wife in suburban New Jersey. He founded and chairs a father’s group called, “Pop Culture” that meets monthly to discuss issues pertinent to dads.
Review By John C Havens http://podcasting.about.com/od/mobilecasting/a/mobipod.htm
http://www.apple-of-my-i.com/index.php
Posted by Marshal Sandler ✓ October 16, 2006 7:17 PM
