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With iTunes the Podcast becomes a struggle between David and Goliath

A sure thing: Apple, with the version 4.9 of iTunes, has made the Podcast – the hybrid radio-Internet thanks to RSS feeds – a mass phenomenon. And the results are coming under everyone's eyes.

As Businessweek notes, in fact, the opening of Podcasts to the great public – a phenomenon mainstream, as they say in English – is producing a revolution in content.

Alongside fans of the genre, who cultivate a veritable independent galaxy of transmissions, a sort of Podcast Indies, the big broadcasters are also popping up. CNN, CBS, and major US and European publishing groups. In the deafening silence of the Italian editorial system, which produces nothing relevant but some "experimental" initiatives, the autonomous producers of Podcasts also move, such as the popular Pendodeliri (everyday stories of a commuter through the streets of Rome ), for example.

The birth of so many professional Podcasts in the US is generating a phenomenon of consolidation of the supply market. Promoted by conventional media, the frontier spin-offs are able to acquire visibility and undermine the most popular independent products up until then.

And around the corner there is a new offensive: large companies (IBM in the lead, for example) are gearing up to exploit the Podcast as a form of simplified and efficient communication of commercial promotion and marketing.

An area remains, that of alternative communication, through a series of channels not yet opened that could be of interest. The University of Bergamo, for example, is claiming the possibility of creating Podcasts as a communication system that is both a useful exercise for students of Communication Sciences on the one hand and a source of communication for the activities of the other. 'University.

The potential is endless, but one detail remains decisive, as is the state for the search engines of the origins: only the first ones to appear for example in the lists of iTunes Podcasts have the possibility of being found "casually" by the general public. for others, risk is anonymity and disappearance …