Radio to the MP3 degree: Podcasting
USA Today - USA

SEATTLE — Big tech and media companies could not have foreseen this potentially disruptive hitch to their grand strategies.

But consider how easily a 20-year-old Briton, Michael Rundle, tapped into the raw power of podcasting.

The Cambridge University history student on Jan. 24 began hosting a 40-minute audio program — a podcast, or online radio program — in which he introduces original songs performed by British musicians, including himself. Rundle didn't need the BBC or any PR firm to help him reach an audience. He simply posted his show on the Internet.

Like the blogging phenomenon, podcasts have come out of nowhere to attract an enthusiastic grassroots following. They're being generated by a wide cast of characters — from professional broadcasters to rank amateurs. Listeners can download shows to their computers, or, with a bit of know-how, automatically export shows to an Apple iPod — hence the term "podcast" — or any MP3 player.

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