Podcasting To Have Measurement System Soon

ABC Electronic could have a podcasting measurement system in place by the end of the year, provided the Joint Committee for Web Standards in the UK and Ireland (JICWEBS) approves the plans.

The Internet Technical Group (ITG) is working with ABC Electronic to define what constitutes a “podcast” and what could be the medium’s most effective trading currency.

The findings will be reported in September and provided they are accepted the new metric could be in place by the end of 2006.

There is currently no universal trading currency in existence for podcasting. As more media owners are offering content that can be downloaded and later used offline, either on a computer or on a separate device such as an MP3 player, a measurement system is vital for the medium.

Richard Foan, managing director of ABC Electronic, said: “The ITG and JICWEBS continue to refine existing measurement metrics and create new solutions to enable ABC Electronic to audit and verify electronic media, to support accountability, transparency and trust in the industry.

“The upcoming measurement metrics for downloads including podcasting will be invaluable to media owners and advertisers trading on these channels.”

Radio audience measurement body RAJAR said it is looking at whether it is feasible to include a podcast measure in its next contract, but it is too early to say what form that might take.

Currently, it is possible to insert electronic codes on podcasts themselves, which is expensive, and would therefore be restricted to podcasters who wished to pay for inclusion.

The body said it will consider alternatives alongside an assessment of interest and commitment.

ABC Electronic: 01442 870 800 www.abce.org.uk

RAJAR: 0207 903 5350 www.rajar.co.uk