Podcast Aggregation

Musing on whether it makes sense for content companies such as CBS or NPR to throw their lot in with big podcast aggregation services run by iTunes or AOL or whoever.
Heather Green

AOL has joined iTunes and Odeo in offering a podcast aggregation service/directory. I expect other big portals and search engines to follow, which makes sense for them. But I am not sure it it makes sense for the content companies, whether it's NPR or CBS, to run to those aggregators. That one more time, helps bolster the audience of these portals or search engines and draws an audience away from the site of the companies that are creating the content. The question is how do you get around it? Ironically, maybe through podcast or RSS newsreader services. They at least put more control in the hands of consumers. (Via Steve Rubel)

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