Called RSS (Really Simple Syndication), it is a format designed for sharing web content such as news and features. An RSS service (also known as an RSS channel or feed) consists of a list of items, each of which contains a headline, description, and a link to a web page. RSS can also include links to multimedia files, such as MP3 “radio” programmes.

To use RSS, you need a special RSS news reader or “aggregator” that will allow you to collect and display RSS services. The news reader allows you to view services you want, all together in same place. By automatically retrieving updates it makes sure your content is always up to date.

For example, using Awasu newsreader program on your PC you could subscribe to feeds from Reuters, BBC, CNN, FT and many others. Then, instead of surfing from one site to another you just click on service within newsreader to get latest headlines. The sites can be scanned in seconds rather than having to be laboriously loaded individually, saving you having to surf around.

In an interview for BBC, James Crabtree of The Work Foundation, said that there's growing belief in technology community that e-mail is a system close to breakdown, thanks in part to spam, unread newsletters, and sheer weight of messages.

"At moment, not many people really know about using RSS. But if more people knew what it was, I think they would use it. It's just a really handy way of getting information you want without having to surf around for it," he said.

There are many different newsreaders available, many for free. Most are applications that you download and install. Others are web-based services that you can sign-up for and view using your browser.

Once installed, you have to find newsfeeds you are interested in. This can be tricky as there are literally thousands. One good source is http://w.moreover.com/categories/category_list_rss.html that has industry specific feeds available. Another is http://www.feed24.com/ that will let you search for all manner of information.

Adam Curry, a former VJ for MTV, developed concept of podcasting. He became intrigued with idea of freeing internet radio and audio blogs from his computer and putting them on hard drive of his Apple iPod.

He called result podcasting, named after Apple iPod that is often at centre of system.

Instead of listening to radio over airwaves, you download radio shows you want from internet onto your iPod or MP3 player and listen to them at your leisure.

Thousands of amateur bloggers have launched podcasts and even companies like Heineken and Playboy have got in on act. Virgin Radio recently became first major radio station to offer content for podcasting.

Podcasting is growing fast. There were just 17 Google results for podcasting in September 2003. In early April 2005 there were nearly two million.

Talking about podcasting in a recent interview, Mark Curry said: "It is totally going to kill business model of radio.

"[Radio stations] are scared to death of next generation - like my daughter who is 14 - who don't listen to radio. They are on MSN, they've got their iPod, their MP3 player, they've got their Xbox - they are not listening to radio. So how are they going to reach these audiences?"

Opportunity

But what could be a threat to commercial radio stations could easily be turned into an opportunity for business communicators.