12, 21. 2005
Podcasting, or distribution of audio programming over the internet, is gaining in popularity in Japan. The number of users has shot up since the beginning of this year, and all the radio stations have seized on it as an advertising tool. But will it last?
Podcasting-the word is a blend of iPod, the digital music player produced by Apple Computer Inc. of the United States, and broadcasting-is also a means of distributing radio and other audio programming on the internet. Users can download content and listen to it on an iPod or other portable music player.
Podcasting developed in the United States about one year ago. Today, not only radio stations but also the general public 'podcast'; users now total over 7 million people, and content exceeds 15,000 items, a number that is increasing by 1,000 each week. A U.S. market research company predicts that 11% of American families will be using the system in 2010.
J-Wave Offers Podcasting of Unaired Interviews with Major Artists
Podcasting is a word-formation of digital music player iPod and broadcasting. (Picture: Head office of Laox in Akihabara, Tokyo (Oct. 6))
In Japan, AM radio stations such as Nippon Broadcasting System (Nippon Hoso) and Nippon Cultural Broadcasting (Bunka Hoso) started podcasting this autumn. Nippon Hoso created the 'Podcasting Station' website, airing eight programs, while Bunka Hoso is airs seven entertainment information programs focusing on East Asia.
Asahi Broadcasting Corp. (ABC), which broadcasts in the Osaka area, has noted the growing popularity among American businesspeople of downloading audiobooks (novels and business books) onto digital players for listening. It has revived previously broadcast radio dramas as regular programming, and begun airing them on the radio and for podcasting.
The FM radio station J-Wave has started distributing shows with Ryuichi Sakamoto and Motoharu Sano; content will include unaired talk shows featuring both major musical artists. Early next year J-Wave reportedly aims to launch commercials using podcasting, to develop it as a new advertising medium.
This is also why other radio stations are piling into podcasting-they too see in it a new medium for advertising. Research by the advertising company Dentsu Inc. shows that radio broadcasting ranked fifth in the list of advertising revenue vehicles in Japan in 2004, having been overtaken by the internet. Television came first, followed by newspapers and then magazines.
Copyright Issues Need to be Resolved
Although radio stations are getting into podcasting to raise advertising revenues, they are still debating whether to charge advertisers per download, or by prior contract, or by some other formula.
Radio stations are not alone in venturing into podcasting. Animation company Bandai Visual Co. Ltd., for example, aims to air radio programs featuring its own content. It reportedly aims to generate more viewers for its TV animation shows by podcasting them in advance to stir up interest.
Podcasting opens up new worlds of possibility, but it is not without problems. Since podcasting content can be stored in personal computers and portable players, copyright hurdles take a long time to clear. This and other issues must be resolved, but it does seem that podcasting has great potential as a new medium.
