NPR has selected Melodeo's Mobilcast platform to deliver a set of 45 of its podcasts to cell
phones. NPR will get a branded, dedicated channel in the Mobilcast application. Mobilcast allows podcasters to easily
add their feed to the Mobilcast directory, and users of the service can search, stream, and download podcasts to their
phones. Mobilcast is installed by handset manufacturers, carriers, or users and is available on Cingular, Rogers
Wireless, and T-Mobile (no Verizon or Sprint yet, dammit). This seems like a perfect place to try to do dynamic
advertising - I mean narrowcast ads, one listener gets one ad. A podcast aggregator, a closed system, copious user
information, limited playback controls... seems like fertile ground. It's also great to see NPR pushing podcasting to
new heights; they are, after all, one of the more fervent purveyors of multicast HD Radio.[via SymbianOne]
