The differences between podcasting and reach. Radio stations are mostly targeted to broad audience. Podcasts are targeted to niche audiences. There are three types of successful podcasts: Influencers, Storytelling and branded podcasts. Challenges for podcasts include the competition from the global giants – but this is where radio broadcasters can win as they are used to producing content for local markets and in local languages. It’s assumed that digital revenue will grow rapidly for the next few years “If you have a stronger growth in digital at some point it will over take your non-digital business”. In conclusion Steffan there is no business better than the radio business to work in the audio space so don’t give this opportunity away.