Philip Der Sahaguian, CNET country manager for France, Discusses Podcasting with WPF

Podcasting at CNET started in the US, and then expanded to France two years ago. As an Internet company, CNET knew it should not stick to written content, but rather needed to add audio and video, given the ability of the Internet to handle all types of content. This demonstrates the CNET vision. Internet is not just another media, but rather a revolution – one that changes the old media landscape. CNET believes that we will no longer talk about radio, television and publishing, but rather audio, video and text. As a result, CNET sites cover text, audio and video on each of its sites

CNET does not differentiate between podcast, video on demand or TV. It's all just content, with CNET trying to find the best way to bring content to its audience.

CNET first decided to create podcasts sensing that its audience would like it. It started with technology news in the US and the response was incredible. From day one, CNET had thousands of users subscribing every day - 20% of which new to CNET.

Internal barriers were few, as innovation is one of CNET's core values. The costs of producing podcasts was not a factor either, nor was there much consideration given to whether the acquisition costs for new users via podcasts was cheaper than other modes of communication. The focus was on delivering the best possible content. Money was secondary.

In France, CNET's podcast activity began with ZDNet and it has been a great success. ZDNet has 75 000 listeners to each episode, which focuses on news technology for companies rather than consumer electronics news.

Where will CNET be in 10 years? It will produce text content when text is most suitable. Subscription will remain a key factor as it allows getting a better qualification of the audience and people don't have problems with subscribing to things which provide them with value

The podcast business model? Clearly advertising, but today, companies, both advertisers and advertising agencies, are not there yet. Podcasting is not popular enough and the companies don't know how to position it in their media mix - is it radio money or Internet money? So today, the ZDNet weekly podcast follows the sponsorship model and the fee charged is enough for ZDNet to cover expenses and show a profit for the activity.

At CNET we think that 2008 will be the year video advertising on the Internet takes off. Video will become a traditional format with good contents and the right context.