Making Format Choices | Podcast

Because this is a technical manual that includes business advice concerning podcasting, you might expect that we would tell you which format is best for your podcast. Unfortunately, that's not something we can do. Things were much simpler when a podcast meant an MP3 file that was automatically downloaded to a desktop and transferred to an iPod. Now that the term podcasting has expanded to include a variety of portable media players and video, the podcasting format wars have begun.

The territory that is being fought over is very valuable. As podcasting continues to grow in popularity and people continue to time-shift their media consumption habits, the large media conglomerates are scrambling to catch up to the thousands of already-successful podcast brands that have been established. Similarly, the portable media player manufacturers are fighting tooth and nail for control of the player market. Control the player, and you control access to the millions of people who are discovering podcasting.

To some extent, we can learn from streaming media. The industry that RealNetworks pioneered quickly became a three-horse race when QuickTime and Windows Media entered the field. Flash was a late entry to the field and is making a dent in everyone's market share numbers. Experts have talked about the imminent demise of MPEG4 or RealNetworks, but the reality is that there seems to be room for all the streaming formats, and none of them is going away anytime soon.

The same probably holds true for podcasting. The iPod has a massive share of the portable media player market, but with Microsoft coming out with a portable media player as this book is being written, that is sure to change. As the term podcasting has broadened, so has the way people listen to and watch podcasts. Studies have shown that half of all podcasts are actually watched on a desktop or laptop computer, not a portable media player.

Because the podcasting industry is still in its infancy, the situation is likely to continue to change. There is no easy answer to the format question, nor one likely in the short term. However, in the interest of helping you make a decision, we can point out a few things to help you cut through the media hype:

If you're producing an audio podcast, MP3 gets you the widest compatibility.

If you're producing a video podcast, QuickTime is a good choice because it's compatible with the iPod and anyone who has iTunes installed.

If you don't care about portable media players and are offering video playback via your site, Flash is a good option because it has good cross-platform support.

Windows Media has better video quality than QuickTime and Flash, and there are a heck of a lot of PCs out there.

RealNetworks are making huge inroads into the mobile market, particularly in Europe.

The best way to figure out what format is best for your podcast is to start off simple, possibly offering only a single stream option. Monitor your e-mail and your blog comments. After you've developed a bit of an audience, ask them what they prefer. Podcasting is still a relatively intimate broadcast medium, and the way to make loyal audience members is to give them what they want.