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Recent figures from UK show the extent of the digital transformation in content consumption. Podcasting is now a regular habit embedding in people’s lives - and it doesnt necessarily mean people listen to less radio - they just listen differently. 8 million people now use web based radio and podcasting products regularly and nearly 5 millon have downloaded podcasts with 2 million doing it regularly. This compares with the recent rajar figure which showed 3 million regular podcast users in UK - who were shifting content to MP3 players. The different seems to be in the definition of regular between daily, weekly and monthly - but it shows a solid and mass audience take-up of podcasting and online content. Here is Ireland things are still slow - but changing month by month as our broadband story plays catch up with the rest of Europe. RTE is experiencing significant downloads on its show - particularly the news shows like Morning Ireland - and other non broadcasters are beginning to see the merits of having an online and portable content life. Here in Athena Media we’re happy to announce we’ll be doing a new podcast series for the Cadburys GAA Heroes. We did a launch podcast for the event - which rewards young GAA stars - and this year we’ll be producing a series of podcasts across the event. Our producer Sarah Mulkerrins, newly returned from Oz, will be handling the shows and with her keen sports interest is bound to bring a lively edge to them. For anyone interested in a podcasting quote from Athena Media call Vicky at 01 4885851 and check out our podcasting portal - www.podcastingireland.ie and our weekly channel 02 Making Waves which is coming up to its second birthday soon and has to be one of the longest running podcasting channels in Ireland (after all we started podcasting long before RTE !:)

Anyone who thinks the whole podcasting thing is a flash in the pan needs to look at what is happening outside of Ireland. In Uk for example over 3 million people regularly use podcasts as mobile downloads to their MP3 players according to the last Rajar figures. In the US its about 27 million. The big difference here, (and we’ve said it before) is broadband penetration in homes - and speed. Until we get to at least 50% of penetration we wont see the kind of changeover that has been seen in most other western European countries. While our broadband figure is getting better - we’re still in the bottom 4 of the OECD chart and our speeds are slow. Its also interesting to see that at least 10% of our broadband figures are mobile (ie using their mobile carrier) and hence getting slower speeds for moving content around. Have a look at any of the big websites in the US - not just media - but business, NGOS and universities - and they are all multimedia to the highest level offering video and audio content as well as extensive archive tools. Things are changing here - but we’re still at least 4 years behind the UK in terms of its experience of digital media impact and real convergence. The key thing is for us to know we’re heading that direction and get ready.

Our 8 part TV series Winning Women is entering its edit phase this week with Kirsty McGarry - our olympian skier. The series for Setanta Sports will be broadcast later this year and features Katie Taylor (boxing) Joanne Cuddihy (track and field) Stephanie Meadow (golf) as well as the Irish women’s international rugby, cricket and football teams. The Cork Ladies GAA Football team, who won their third all-ireland this year make up the eight in this lively and inspiring collection of passion and achievement.