by Janna Adkins
The television and movie industries are no strangers to the Podcasting trends hitting the Internet. Most of the major networks are now using audio and video Podcasting to promote their network. They give snippets of what will be on and when that are hits. Many will give small newscasts and entertainment listing for what is coming up on their network as well. The Podcasting method allows these networks to publish audio and/or video programs using the Internet. This allows those who watch that channel to subscribe to a feed with files to be downloaded, usually mp3s. The networks ABC and CBS both use Podcasting as a way of promotion. They are pioneering to integrate online audio distribution of entertainment to have a personal connection that is automatic with their viewers and listeners. This will allow them to promote all their new shows in every conceivable media possible.
Films are seen in large, silent, darkened theaters, where intense light beams are projected from behind toward luminous surfaces in front. There is an enforced and anonymous collectivity of the audience because, for any screening, all viewers are physically present at the same time in the relatively enclosed space of the theater. In contrast to this cocoon-like, enveloping situation is the fragmentary, dispersed, and varied nature of television reception. The darkness is dissolved, the anonymity removed.... While the aura of cinema spectatorship produces hypnotic fascination, the atmosphere of television enables just the opposite—because the lights are more likely to be on, one can get up and return, do several things at once, watch casually, talk to other people, or even decide to turn the television off.
—Sandy Flitterman-Lewis, U. S. educator, critic. “Psychoanalysis, Film, and Television,” Channels of Discourse: Television and Contemporary Criticism, ed. Robert C. Allen, University of North Carolina Press (1987)
In fact, CBS is the first major network to truly enter the Podcasting domain. It uses Netcasting as its way to promote and generate business around its television shows. Using Netcasting instead of simply Podcasting lets viewers know that this is a television network and the Podcast is about what they have to offer. They publicly announced that they were looking for a Podcaster to help with their fall line up of new shows. As you can well imagine the responses were overwhelming. Dana Greenlee from Web Talk Radio got the job. He was flown to Los Angeles in early September to take part in CBS's fall premier event in their studios. There were numerous interviews to many of the television shows cast everyday. The interviews were absolutely perfect for 5-10 minute Podcasts. These Podcasts were also aired by the state's radio affiliates as well. Podcasting allowed many of the interviews to be heard by those who never would have had the chance. This kept more viewers of CBS interested in what was coming for the fall line up.
The President of CBS's digital media department, Larry Kramer, is the one who has gotten the ball rolling on the entertainment promoting that networks can do through Podcasting. This is the man who truly knows how to utilize the Internet successfully. He was also the founder of MarketWatch.com, a financial news site. CBS liked what he was doing so much that they invested in him and his company. The site is now called CBSMarketWatch.com now. There is no doubt that Podcasting is the hottest programming and promotional tool available today. For mass media this is a fabulous way to get into the niche market of promotion. For CBS this is a great way to keep their viewers informed and updated regularly using the Internet and iPod capabilities that are available. CBS has realized that Podcasting is a great way to allow their viewers to be able to see shows when they want and at their convenience. Podcasts once downloaded can be watched over and over again whenever the heart desires.
television is an excellent system when one has nothing to lose, as is the case with a nomadic and rootless country like the United States, but in Europe the affect of television is that of a bulldozer which reduces culture to the lowest possible denominator.
—Marc Fumaroli (b. 1932)
CBS launched their first Podcast with one of their longest running shows they have ever had, Guiding Light. This show was in its 70th broadcast years. In fact, Guiding Light was first aired on radio until it went to television in 1952. With the wonders of Podcasting it is now back to its original audio availability and come full circle. This allows fans to listen to their favorite characters and follow the stories like those in the past did. This allows the Guiding Light fans to not have to always rely on their VCRs or TiVo when they have to miss their soap. They will be able to use their computer or iPod to get the Podcast of that missed episode and download it right at work to listen to on the lunch break. Getting a CBS Podcast is very simple and easy to do. This will allow you to pick the feed in which you want to subscribe and watch anything that is on it or gets posted on it in the future. It is only a matter of time before all television networks start their own Podcasts for the public to watch and/or listen to. Podcasting and television are about to become best friends.