Why Aren’t You Podcasting? - Business: Because You’re Smarter Than That.

I've posted a lot of stories about podcasting, mostly positive, and I think they're the harbinger of something important for broadcasters, if not necessarily in their current form.  But I also think it's good to post contrarian views on occasion and here's one on podcasting from Michael Silbergleid, editor and assoc. publisher of Television Broadcast magazine.  --Dennis.   "What’s the latest and the greatest technology? Podcasting. Unfortunately, it really shouldn’t be the latest and the greatest for the television broadcasting community.  Broadcast station and regional cable news podcasts are starting to pop up. What I want to know is why? ...¶... Now let’s look at the podcast business model from the perspective of a TV or cable station.   Sure, podcasting is technically easy (heck, we even do it—our Two-Minute Drill is available as both an mp3 download and podcast).  Podcasting is cool, hip, savvy. But where’s the money?  ¶  If you’re looking at podcasting as anything more than a promotional tool for your newscast or public affairs programs, keep looking. There’s no business here. Podcasting is just a trend... the technology flavor of the month. ..."  Link:  Television Broadcast.