Sara Scurfield, AIMS volunteer and blog correspondent and Online Program Manager at Advantex Marketing International brings you chapter 2 in her interviews with speakers for the 'Should Your Company Be Podcasting?' event happening this week. Here are a few pre-event questions answered by Judy McAlpine of the CBC in anticipation of her presentation that we hope you're able to attend on Thursday...
SS: Why is podcasting important to the CBC?
JM: It's important because we want to make sure that people are able to listen to CBC Radio wherever, whenever and however they want. The "on-demand" world is a growing reality and we want to make sure that when people are looking for compelling podcasts, CBC Radio programming is an option. We're also hoping to gain new listeners this way. Our feedback shows that some podcast listeners have no intention of listening to radio, but they love CBC programs as podcasts.
SS: What is the most popular show in your podcast lineup?
JM: Our Radio 3 podcast, made up of 100% independent Canadian music, is our most popular podcast. It has a very dedicated and growing fan base, not only in Canada, but around the world...people who love indie Canadian music and have found a place to discover it. But it's not just about music. Ideas and Quirks and Quarks are also incredibly popular.
SS: How does podcast consumer behavior differ from your radio programming and radio consumers?
JM: This is a new platform, and we are in a discovery stage about the audience. At this point I have many questions about this. We are learning as we go. For example, at first we thought it must be a given that the podcast audience was more mobile and this would mean shorter content. In fact, our research is showing that they are listening to podcasts on home computers more than on mobile devices and that length is not the deciding factor. People are listening to our longer podcasts because they like the content.
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