While listening to the Gilmour Gang podcast the discussion, about content and generating revenue in podcasting, seemed to boil down to what is valuable enough to drive production and listeners.

New content is already generated free of the old school preconceptions.

How do existing content producers repurpose their content for this medium?

Today, content from the old school producers seems to fall into two categories, simple copies or abridged versions.

The value for old schoolers will only come when they add to the repurposed content.

The news story which ran 3 minutes on television or radio, might be 7 minutes in the podcast. The relevant but perhaps peripheral elements restored to the edited version.

They might add comments or a debriefing session with the reporter to the end of the content. Expose the process to the listeners, or perhaps the biases which influenced the content.

Elements of value which were not appropriate for the old rigid formats.

The element old school producers seems to be missing the lack of time restrictions in podcasting.

Consumers of old school media crave freeform content. This is part of what has lead to Tivo’s popularity, and why they are abandoning television and radio.

They want meat, not fat. Don’t bloat content with interspersed commercials or meaningless babble, give them meat.

If you do, they will flock to your brand.