As radio becomes generic, podcasting keeps things local

Is it fair to compare podcasting with broadcast radio? In a word, no. The two are totally different animals, with broadcasting by definition attempting to reach a broad audience and the podcast designed to appeal — at least as is usually done currently — to a very narrow, specialized audience.

There are exceptions, and sometimes the lines do blur. Ben Shapiro’s radio show heard from 3-5 p.m. on KABC (790 AM)? That’s actually a rebroadcast of his podcast you can hear every morning online. And that is but one example.

But in general, as radio has abandoned much of its local focus, and with so many stations not even running public affairs programming at all anymore, podcasting has come in to fill the gap.

You can listen to podcasts produced by Trader Joe’s, talking about products the store carries. Mike Stark and I do a weekly podcast talking about radio, usually promoting this very column. There are podcasts about music, concerts, business … just about anything.

Paul Roberts saw the potential of podcasting years ago. Struck by the fact that Orange County no longer has a local mass appeal radio station, he launched OC Talk Radio in 2010, available at octalkradio.biz.

At its launch, it was basically an experiment in a new form of media. Indeed, the term “podcasting” had only been in use for about six years, and podcasts were often far from professional. Roberts wanted to change that, and he realized that he could provide — via his network — a voice for Orange County.

He calls it a community radio station, though it is not “on” the radio. Or at least regular radio. But many feel the future of radio is on the internet, and podcasting may drive the move. More on that a little later.

Unlike other podcast distributors, not only does OC Talk Radio stream on demand, but Tuesdays-Fridays the online station carries programming live from 9 a.m.-5 p.m.

Show topics range from business and religion to health and women in tech. And everything in between and around, such as “Impact OC,” hosted by Dawn Kamber, which highlights people, businesses and organizations making a positive impact on the county.

In some ways, it is like the very early days of radio, when programs were sponsored by individuals or companies trying to promote their ideas or products. You can hear the programs at the website or through such apps and services as iTunes, and you can subscribe so you’re notified when a new show you’re interested in becomes available.

Check it out and tell me what you think.