Podcast, a melding of ‘broadcasting’ and ‘iPod’, was the word of the year in 2005, according to Oxford University. Yet when podcaster Paul Lin, host of RTHK’s video podcast programme Hong Kong 300, did a two-hour vox pop in front of a computer mall six months ago, he could only find one person who knew what a podcast was.

“Podcasting isn’t well developed in Hong Kong,” Lin comments, adding that Hong Kongers are quite slow in catching up on trends. “It’s just like YouTube. Without Bus Uncle, Hong Kongers may still not know what YouTube is.” Having said that, Lin is still satisfied with reactions to his own weekly podcast show (http://cmmblog.mysinablog.com), with its average hit rate of 1,500 per week. Though it may not be as popular as a blog, it’s still well known in the Cantonese online broadcasting community.

Podcasts, which people can automatically download and transfer to playback programs through RSS (see sidebar), aren’t really new to Hong Kong. Open Radio and Hi Radio, both launched in 2005, are two of the largest, most well-established podcast stations in the SAR. Vita Au, co-founder of Hi Radio (www.hiradio.net), is grateful to RSS technology, which allows listeners to access programmes whenever they want, instead of having to wait for their favourite radio shows as in the past.

And creating your own show could not be easier. All you need is a computer, microphone and a bunch of ideas to get it going. And the cost is minimal. While some podcast stations or podcasters like Lin may record their shows in studios,
others only use a little recorder at home, in the office, or even in a café. The costs of storage and bandwidth are still inexpensive according to Nelson Tam from Open Radio (www.openradiohk.com). Paul Lin considers time the biggest cost in creating podcasts – and it is difficult to create something extensive when everyone is busy doing their own thing. “It’s like when you don’t have the budget to hire a reporter, it’s difficult to develop the show on a large scale,” he explains. “And if someone is willing to work for your programme for free, why don’t they make their own shows?”

Lin believes podcasters need to find a way to make revenue not only to sustain their shows, but also to develop them. He suggests selling airtime for commercials, or merchandising a show when it gets a solid fan base. He cites Rocketboom, a three-minute daily videoblog based in New York as an example. While the videoblog is free of charge, it sold time for five days of ads for US$40,000 on an e-bay auction at the beginning of 2006, and has a range of T-shirts for sale to its fans. But not every podcaster agrees. Nelson Tam believes podcasting is “grass root media” and wants to keep it as open as possible for everyone who loves broadcasting to share.

When iTunes supported podcasting with a comprehensive and easily searched directory of podcasts in its music store in mid-2005, it considerably widened the boundaries of podcast culture, as suddenly listeners discovered they had programmes from all over the world at their fingertips. Now well-established media organisations like the BBC, ABC or RTHK put their shows online and some universities in the US and UK actually use podcasts to assist their teaching. Students can automatically download lectures after class – in a way podcasting has become their new class.

In Hong Kong, the explosion of online radio stations has created a more open forum for speech – stations like the CP Web Radio by the Civil Party (www.cpwebradio.hk), Radio 71 (www.radio71.hk) and People’s Radio Hong Kong (www.prhk.org) are the most recognised web stations focusing on political issues in the city. However, Hi Radio has been blocked on the mainland since devoting a special to the 15th anniversary of the June 4 incident. Vita says there are opinions or messages people want to speak or hear about, but the airwaves are monopolised by big media organisations. That’s why podcasts have become such a powerful tool to spread people’s messages.

Not everybody, however, is so concerned with politics. Paul Lin observed a lack of high-quality podcasts on lifestyle and leisure topics which he set out to address when he started podcasting in July last year. His podcasts are mainly talk shows in which he interviews people from all walks of life. “I remember I [interviewed] a friend who is on the administrative staff at a model agency last year,” he recalls of one of his most popular sessions. “And weirdly enough, [that interview] still has a hit rate of like 2,000 a month. That show has been downloaded almost 30,000 times already.”

Nelson Tam, an IT professional, has a similar aim. There are more than 30 shows at Open Radio and the number may still grow as the channel welcomes collaboration with other individual podcasters. Women’s Secrets – the name says it all – is the station’s most popular programme since launching in November last year.
So if I wanted to start my own podcast, what should I be aware of? Sound quality, says Paul Lin, is a priority. “I once listened to a local podcast and the sound quality was just horrible. It almost left me deaf.” He realises not everyone has the budget to record in a studio, but the cost of making a listenable show is still affordable. “Try to make it comparable to professionals,” he suggests. “I just don’t want people to listen to Hong Kong’s podcasts and think ‘Oh, is that the best this city can offer?’”

Nelson Tam, on the other hand, advises it is best to choose a topic you are most familiar with, and not to worry too much if you get a little tongue-tied on air. Vita Au simply says, “Don’t have any scruples at all. Just act when you decide to create your podcast. Once you ask yourself too many questions, you will give up.”