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Podcasting.final, RSS FEED is scanned by RSS AGGREGATOR (PODCATCHER), SOCIETAL CHANGE generated by "HOT MEDIUM" (MCLUHAN), SOCIETAL CHANGE avoids REGULATED, EXPENSIVE BIG MEDIA MARKETPLACE, 'ON THE GO' AUDIO PROGRAMMING enables VALUE-ADDED CHANNEL, CONVERSATIONS with EMPLOYEES, MARKETING & SALES can publish SALES PRESENTATIONS, MARKETING & SALES can expand CONVERSATIONS, MARKETPLACE as shown by WSJ, INDIVIDUALS can consume 'ON THE GO' AUDIO PROGRAMMING, TECHNOLOGY SET generates INTERNET AUDIO FILES