Podcasts are Set to Change the Media Landscape – Here’s How!

Evolving technology is changing the way we consume information. One of the most compelling mediums that is on a meteoric rise is Podcasts. A podcast is essentially an on-demand radio show that features audio recordings of a person or a group of people conversing on a specific topic. In recent times, podcasts have emerged as the preferred way of distributing and consuming audio content that is particularly popular among younger audiences. Podcasts have already become a key part of the media landscape globally and its adoption in India is significantly on the rise as well.

The rise of podcasts can be primarily attributed to its versatility. In this fast-paced world, people are accustomed to consuming content at their convenience and prefer media that is easily accessible across devices. As such, podcasts are designed to be heard at the whim of the listener. It keeps the audience engaged without being intrusive, while they carry on with their usual chores or activities.

Globally, the impact of podcasts is evident across the media industry. There is a wave of news podcasts which includes up and coming players as well as prominent names such as BBC and The New York Times. Through engaging storytelling, in-depth commentary and personal stories, podcasts have given voice to a new type of journalism – one that goes beyond traditional methods. With its distinctive style and tonality, podcasts are reaching out not just to the masses but also a niche audience. By offering the opportunity to get insights into the journalistic process and workings of a newsroom, podcasts have the potential to form an intimate connection with the listeners. Another fascinating aspect of podcasts is its community, especially if it centers on a specific interest. It is a common thing for listeners to build an online community, create discussion groups or even plan meet-ups to talk about episodes of their favourite podcasts.

As more podcasts penetrate our media space, more formats have also emerged. Some of the popular formats being-

• Solo commentary: Involves one person talking about a topic. Logistically, it is the easiest format to pull off, however the speaker has to be interesting and spontaneous to engage the audience.
• One-on-one and panel discussions: Simply put, it features a conversation between 2 or more people on a specific topic.
• Fictional and nonfictional storytelling: Fictional podcasts are essentially like a fiction book, however the plot of it is not published and is delivered verbal storytelling. Nonfiction podcasts include real-life experiences and observations. Journalism podcasts also fall under this category. Nonfiction podcasts have performed exceptionally well, especially ‘Serial’ which is an investigative journalism podcast has been downloaded over 340 million times, and making it the most downloaded podcast of all time.
• Repurposed: Stories told in front of an audience are then repurposed as a podcast that one can listen to any time.

Podcasts have created a unique space that other content formats can’t fill. Not only does it provide a voice to everyone but also acts as a source of in-depth knowledge and entertainment. The ability to tell incredible stories without relying on visuals and its seamless integration into our busy ‘on-the-go’ lifestyle makes it a promising media format. And as it gets better, it might be possible that people listen to it over other content formats. The media landscape is as dynamic as it is diverse and to make media aspirants future-ready, UPES launched the School of Modern Media. With undergraduate and postgraduate programs in Journalism & Mass Communication, Digital & Mass Media, Advertising & Digital Marketing, Events, PR & Corporate Communications, UPES aims to prepare students for a career in mass media and communications with a special focus on digital and new media technologies. Focused on holistic learning on the media space, the School of Modern Media will provide students with technical expertise, theoretical knowledge as well as practical and industrial exposure. To know more about the courses, visit www.upes.ac.in/schools/school-of-modern-media