I suspected something was up when my mum started downloading podcasts to listen to while she cooks the Sunday roast rather than just turning on Radio 4 (she lives in Wales). Apparently over 16 million podcasts are downloaded from the BBC (by an international audience) every month. Whilst the BBC is a large player undoubtedly, if you consider every one else producing podcasts from media outlets like The Mail & Guardian through to the long tail of individuals (from the wine industry to people that want to talk about shoes) its clear podcasting is fast becoming a mainstream media. By the way if you haven’t figured it out yet you can use itunes to search and download podcasts for free (even though you can’t buy stuff in SA yet).