PRESS PLAY: The Rise of Podcasts

Words by Jewel Sta. Ana

Some people are predicting that FM and AM radio broadcasting would soon become obsolete. They are not entirely wrong as radio stations are striving to maintain their flow of revenue in the digital age. Back in the analog era, FM and AM radio stations were the daily companions of commuters, drivers, and even corporate employees who were stuck at their desk jobs. However, in recent years, a dramatic metamorphosis has impacted the industry of broadcast radio programs forever. For millennials and Gen Zs, the convergence of audio, MP3 players, and the Internet resulted in a disruptive medium which would be known as the podcast.

PODCAST PROS

A portmanteau of iPod—Apple’s version of MP3 player—and broadcast, podcasts can be considered the future of radio talk shows. Offering “listen on demand” access, it is changing our listening behavior. Now, with a smartphone and earphones, all we have to do is press the play button to hear our favorite podcast shows. Most podcasts adopt a structure where topics are divided in each episode and programs are released each season. The digital age makes podcast streaming more seamless through multiplatform compatibility. We can play podcasts right from our smartphones and across other devices such as laptops and smart speakers. Some streaming platforms, like Spotify, offer podcasts for free, making them more accessible.

Unlike traditional radio shows, podcasts are more mobile. You can either stream it online or download an episode and play it offline. You can also rewind the episodes anytime you want, thus breaking the time restrictions imposed by traditional radio. In terms of audience, the diversity of podcast content caters to all walks of life. The podcast library of Spotify, for example, has a wide array of genres from news and politics to art and entertainment. Unexpectedly, people can confidently discuss taboo topics on podcasts since podcasts are generally unregulated. Since the audience shares the same interests or beliefs, online communities can be created around specific podcast topics, resulting in a more progressive and inclusive audience. Podcasts serve as venues for healthy discourse about a wide range of subjects.

PODCASTING IN THE PHILIPPINES

Podcasts, like other traditional media, share the same goals. They aim to educate, entertain, and persuade people including those who may or may not be their target audience. In the Philippines, the growing podcast community is evidence of these objectives.

Millennials and Gen Zs listen to podcasts that tackle daily survival in the corporate world, different coping mechanisms, and the challenges of adulthood. Most of these shows feature subject matter experts who derive their knowledge from what they have learned and experienced in life. Adulting with Joyce Pring, Wake Up With Jim and Saab, An Open Mind with Liza Soberano, The Linya-Linya Show, and Paano Ba ‘To: The Podcast are among the educational podcasts mostfollowed on Spotify.

Another characteristic that podcasts showcase is their power to entertain people no matter where they are and what they are doing. Most entertainment podcasts feature guests who discuss almost anything under the sun. It may be about pop culture, current events, true crime and horror, films, TV series, and even comedy. Local film directors JP Habac and Antoinette Jadaone spearhead Ang Walang Kwentang Podcast which gives love advice and features pop culture through films and TV series that they recommend to their letter senders. Inka Magnaye, a local voice actor, produces Sleeping Pill with Inka for insomniacs and people who want to have a good sleep. Wag Kang Lilingon, a horror-comedy podcast, by creatives Grace Marcellana and Mimai Cabugnason presents disturbing topics such as true-crime cases, paranormal sightings, and the deep dark web.

Lastly, podcasts are here to inform their audience about current events, the latest national and local news, business and technology news, and even the weather. To maintain credibility and prevent media bias, these podcasts are either produced by news media outlets or in partnership with journalists. Podcasts that express the opinion of the hosts may have a disclaimer at the beginning of the episode to differentiate the perspective of the crew, management, and media network producing the podcast. TV networks may even tailor their news and public affairs TV programs to a podcast format for multiplatform streaming. Some examples of informative shows are Ted Failon’s Think About It, The Howie Severino Podcast, ABS-CBN News Flash, Facts First With Christian Esguerra, and GMA News Public Affairs Digital.

A PLATFORM FOR ALL

Unlike vlogs, podcasts are much easier to produce. Tools for hosting, distributing, and recording podcasts such as Anchor.fm, Discord, and Cleanfeed.net are made available to encourage more people to produce their own podcasts for free. This motivates the development of more content genres in the local podcast community. The only caveat that I see here is that disinformation machineries may explore this platform in the future. With the growing number of podcast audiences and producers in the country, the possibilities for peddling fake news through podcasts are endless. Unlike podcasts that are handled by an organization or a broadcasting network, independent podcasts that are managed by people without knowledge about ethical journalism or media production may violate the ethical standards making them accountable for their actions.

Another format that is evolving from podcasts is the video podcast which presents video footage of the hosts while recording a specific podcast episode. The audience may watch and listen simultaneously to their favorite podcasts. Spotify has rolled out this feature with its exclusive podcast titles. Just like vlogs, these video podcasts feature automatic captioning and wireless casting of media to compatible devices.

Podcast hosts can become instant online celebrities. As we can conclude, most podcast hosts have nine to five jobs or work behind the camera. Putting the cherry on top, podcasts in the entertainment category are most likely to be hosted by celebrities or influencers. Reality star and engineer Slater Young hosts Skypodcast with his wife and social media influencer Kryz Uy. Liza Soberano has her own podcast show in partnership with Podcast Asia Network, a network of local podcasts in the country. Bianca Gonzales also produces Paano Ba ‘To: The Podcast with Anima Podcasts, the podcast production arm of Globe Telecom. Macoy Averilla, commonly known as Macoy Dubs, has partnered with Summit Media for your daily dose of astrology and tarot readings.

While their podcasts are growing, their followers are also increasing through the online communities that either they or their audience built. This gives them a larger platform that can be used for attracting brands and gaining revenues through digital advertisements, promotions, and even product endorsements. However, this can be a double-edged sword. As they gain audience trust, they must always prioritize their social responsibility to be honest, fair, and transparent for sponsored content that they produce. This makes them more accountable for false advertising and disinformation.•