Rounding out the schedule this morning at the BlogOn 2005 Social Media Summit was a panel on podcasting. Cameron Reilly, CEO of The Podcast Network, was the moderator, with Michael Geoghegan, of Willnick Productions Inc., Randy Silver, producer/interactive Sirius Satellite Radio, and Cydni Tetro, V.P. product and corporate marketing of NextPage, sitting on the panel. Silver was clearly the outsider on the dais, being from a "mainstream media" company (if you consider satellite radio MSM, but I guess he was close enough for Reilly et al). As the group discussed podcasts and podcasting from several different perspectives they gradually narrowed the focus to revenue from podcasting.

Geoghegan talked about wine podcasts he's produced which carry advertising and the model his company employs to derive revenue from the new technology. For Tetro, podcasts are a tool which allow NextPage to provide information in a different way to its customers, "Instead of sending a brochure, we send a podcast." Silver talked about using podcasts to provide a free glimpse into Sirius' satellite offerings, and possibly drum up subscriptions. Reilly talked about little more than the impending doom of the MSM due to the proliferation of podcasts and the "flood of content" which is sure to reduce the MSM to a shell of its former self.

While Geoghegan's story about creating the podcast for Disney's 50th anniversary bash was entertaining, I think the most interesting aspect of the discussion how Sirius has, maybe will and probably should use podcasts to enhance their business. When I asked Silver if the No. 2 satellite was planning on offering individual podcasts of their broadcasts for sale, much like iTunes has done, he said the company has thought about it, and continues to do so. He then mentioned that Lance Armstrong has been podcasting for Sirius and recorded a podcast after every leg of this year's Tour de France. The company was then able to make the podcast available 24-48 hours later. So, technologically, it's possible for them, but they're still researching the economic feasibility of offering content on a per-podcast-for-pay basis. Reilly pointedly asked Silver if podcasts weren't like kryptonite to his business model because so much content is out there for free, and also contributed a diatribe about how "media personalities" will soon become a thing of the past (Sirius has signed Howard Stern to start on their network in January). Silver maintained that the new technology could be used to raise awareness of Sirius, and spread the word to possible subscribers. — Brian Ward

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Tags: blogon, BlogOn2005