Another aspect that I have noticed that was changing the value chain was the merging pod casting marketplace.

Podcasting is growing extremely fast and will drive large markets in many parts of the value chain.

There will be now a clear content from the raw content to the listeners emerging. The podcasting value chain is

made up of nine steps which are quite interesting. They are shown as follows

Value Chian Step

Original content of podcasting show

Advertising to be included as part of the show

Pre-production setup, recording and post production editing

Developing show notes and publishing via RSS

Website hosting and bandwidth to transmit podcast

Search tools such as directories and user communities to
help listeners find podcasts

Client side software to catch podcasts

End user listening devices such as mp3 players

Podcasts are growing rapidly and as you can see are affecting the value chain, and will

continue to change the value chain over the next few years. Since the original value chain as described

by Porter (1985) has changed dramatically over the last 7 or 8 years.