PODCASTING IMPLEMENTATION IN PUBLIC RADIO A thesis presented to the faculty of the Scripps College of Communication of Ohio University In partial fulfillment of the requirements for the degree Master of Arts Rachel M. Ward March 2007 This thesis entitled PODCASTING IMPLEMENTATION IN PUBLIC RADIO by RACHEL M. WARD has been approved for the School of Telecommunications and the Scripps College of Communication by Gregory D. Newton Assistant Professor of School of Telecommunications Gregory J. Shepherd Dean, Scripps College of Communication Abstract WARD, RACHEL M., M.A., March 2007, Telecommunications PODCASTING IMPLEMENTATION IN PUBLIC RADIO (86 pp.) Director of Thesis: Gregory D. Newton New technologies present both opportunities and challenges to public broadcasters. This thesis examines how one such technology, podcasting, is being broached by public radio broadcasters in the United States. An overview of public broadcasting and podcasting is provided. A survey was conducted to measure the perception of podcasting among public radio broadcasters, in keeping with diffusion of innovations theory. Three factors from diffusion theory, complexity, compatibility, and relative advantage were found to shape broadcasters' perceptions of podcasting. Two other attributes, social approval/communicability and cost are proposed for future research. A positive relationship between membership in the National Public Radio network and adoption of podcasting is found. Recommendations for implementing a pilot system of paid podcasting are shared. Approved: Gregory D. Newton Assistant Professor of School of Telecommunications Acknowledgments Many thanks are due to the members of my thesis committee, Dr. Duncan Brown, Dr. Don Flournoy, for their advice and encouragement in pursuing this work, and to Dr. Greg Newton, my thesis chair, who dedicated considerable time and energy to this project. Thanks also go to my other professors in the Department of Telecommunications, Dr. Roger Cooper, Dr. Norma Pecora, Dr. Mia Consalvo and Dr. Charles “Buzz” Clift, for their enrichment of my program of study. Robert Spier of NPR Digital Media offered valuable assistance in approaching respondents. Debbie Nogrady, Paula Carpenter and Travis Funk offered logistical support that kept this project on track. I would also like to thank the housemates at 240 East State Street, and my fellow public broadcasting students, Nancy Cole, Melissa Hendricks and Erin Doppes O’Brien for making my graduate experience so rich. Thanks go to Rusty Smith, Bryan Gibson, Sara Magee and the staff and students of the newsroom at WOUB, and to Meegan White at APTS, for their support of my career in public broadcasting. Dr. Bruce Lytle, Dr. Eric Roselli, Father Young, and the doctors and nurses of the Cleveland Clinic cardiac ICU unknowingly contributed to this project. Personal thanks go to my parents, Rita Mendl and David Ward, my sisters, Becky and Sarah Ward, and my grandparents, Mildred Morgan Ward, Bob Ward, Cecilia Hirsch Mendl and John Mendl. Finally I would like to thank the Benson-Ganze-Smith family for opening their family and their home to me in generous support of this project. The completion of this thesis is owed to them. 5 Table of Contents Page Abstract...........................................................................................................................3 Acknowledgments...........................................................................................................4 List of Tables ..................................................................................................................8 List of Figures.................................................................................................................9 Chapter 1: Introduction.................................................................................................10 Overview...................................................................................................................10 Funding public radio..................................................................................................11 Public broadcasting institutions .................................................................................14 Public radio’s mission ...............................................................................................15 Public broadcasting and digital technologies..............................................................16 Podcasting.................................................................................................................17 Creating podcasts ......................................................................................................18 Distributing podcasts…………………..……………..……………………………….19 Accessing podcasts…………………………………………………………………....19 Video podcasting.......................................................................................................20 The public podcasting model.....................................................................................21 Challenges associated with podcasting.......................................................................23 Chapter 2: Review of the Literature...............................................................................27 Research questions and hypotheses............................................................................27 Overview: Diffusion of innovation ...........................................................................27 6 Attributes of innovations ...........................................................................................31 Relative advantage ....................................................................................................32 Compatibility ............................................................................................................32 Trialability.................................................................................................................33 Observability.............................................................................................................34 Complexity................................................................................................................35 Other perceived attributes..........................................................................................36 Chapter 3: Methodology and Results ............................................................................ 38 Methodology .............................................................................................................38 Survey design............................................................................................................39 Recruiting participants...............................................................................................40 Results: RQ1 .............................................................................................................41 Results: RQ2 and RQ3 ..............................................................................................44 Discussion: RQ1........................................................................................................45 Discussion: RQ2 and RQ3.........................................................................................50 Factor 1: Compatibility.............................................................................................50 Factor 2: Complexity and trialability ........................................................................52 Factor 3: Relative advantage.....................................................................................54 Suggestions for future study ......................................................................................55 Hypotheses................................................................................................................57 Limitations ................................................................................................................58 Summary...................................................................................................................61 Chapter 4: Conclusions and Recommendations ............................................................. 62 7 Conclusions...............................................................................................................62 Podcasting and the future of public radio...................................................................63 Membership ..............................................................................................................65 Providing content ......................................................................................................67 Protecting content......................................................................................................68 Disseminating funds ..................................................................................................69 References.....................................................................................................................73 Appendices....................................................................................................................80 Appendix A: Podcasting at public radio stations survey.............................................80 Appendix B: Rotated component matrix....................................................................85 Appendix C: IRB approval form………………………………………………………86 8 List of Tables Table Page 3.1: Cross