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Having a look at the "PLOS" paper, there are too many variables in order to find meaning. Sure many of those variables were statistically significant but too many variables in a study leads to not being able to see the "trees from the forest".
Anyone can make a podcast with a suitable microphone, camera (optional), audio software, video software (optional). Podcasts are not limited to existing media providers and particular social media providers including YouTube(.
The important ingredient in the "PLOS" study is engagement of the presenter with the audience. Adding the advice of Mr John Brennan (RIP), he advised in addition to engagment of the listener informing and entertaining the listener.
It is not necessarily that the needs of the listener to a podcast are any different to the needs of a listener to a broadcast. Other factors in the "PLOS" study such as "....social engagement..." being "...associated with listening for longer and to a greater number of different podcasts....." and "...parasocial relationships ,,," being "...associated with listening for longer and listening to podcasts by known hosts..." could well apply to listening to a broadcast.
That is the need to belong and listening to known hosts and their talent (guests) apply to podcasts and radio broadcasting.
Broadcasting networks already provide podcasts of their on-air programs. RN and the commercial networks provide downloadable podcasts of their on-air programs.
Podcasts from broadcasters and other podcast providers are listened onmobile phones and computers because that is the only way of accessing such programs.
It follows that if people listen to other kinds of podcasts that are not offered on traditional broadcasting platforms, could it be an 'opportunity' to have another kind of talk format on broadcasting radio.
Further research would be needed if the topics discussed on podcasts have a large enough audience on terrestrial radio in order to be a sustainable operation.
Many of the podcasters are "lone" operators and the key to producing and monetizing podcasts is to have engaging content and to have a presence for a while. Many a podcast provider fall by the wayside after a few episodes.
One former broadcaster, motoring journalist, John Cadogan has a channel on YouTube. He will have several hundred viewers within an hour of the release of his podcast. Over several hours, the number of viewers incresaes in the thousands.
Associated with the podcaster's engagement with the audience is being succinct. A podcast can be "boring" where what is podcast in 30 minutes could well be said in five minutes. A podcast can be chatty without going on and on and on like an FM breakfast team. Get to the point.
The takeaway for a podcast is have engaging, informative and entertaining content which is what Mr Brennan(RIP) has been advising. Podcasts must sound professional.
Thank you,
Anthony of assimilating and synthesising Belfield in the land of the Wangal and Darug Peoples of the Eora Nation