In 2005, a podcast was launched by Apple, which announced it grandly as the future of radio. As usual, it takes longer for any future trend to take shape in Thailand, and now it seems podcasts are enjoying a surge here.
The format, which allows audiences to listen to programmes or download them to their devices, has formed a new media landscape harnessed by both new and existing players, as seen by the number of Thai podcast channels that have recently emerged.
GM Cast, launched in April, is a men's lifestyle podcast channel; its recent episodes touch on grooming, cars and TV. Meanwhile, there are over 800 subscribers on Omnivore, a podcast which covers a variety of topics such as dystopia and isolation -- a channel for contemporary thinkers.
A podcast that mostly discusses trendy issues, Get Talks, now numbers subscribers close to 1,000. One of the latest topics is on afforesting in Nan and global warming. Thai podcasts have also expanded to cover specific interests, such as cartoons in Radiomanga, with three hosts mainly talking about comics and graphic novels in Thailand. Travoiceler is a one-on-one travel podcast inviting guests to share their first-hand exploring experience. Meanwhile Get Talks is one of the first podcasts that widens the scene by showing how friendly a "radio show" can be through informal and intimate language.
However, in the rankings on iTunes, the most popular podcasts among Thai audiences are monks' sermons and language tutorial programmes.
A platform for myriad, sometimes niche interests, podcasts have also been harnessed as a new journalistic means, or an extension of existing media outlets, such as the podcasts from the BBC, The New York Times or Monocle. In Thailand, the rise of the podcast, which allows listeners the flexibility of listening and access, may be framed in the context of urbanisation and cheaper technology; but it can also be measured against the declining magazine industry, and how information, hosts, writers and thinkers now find the specialised audio platform as their new outlet for airing thoughts and ideas.
"Podcasts fit with urbanites' lifestyles as people in the city have to commute a lot. We might already get fed up with feeds on Facebook. Or sometimes we are in a situation where we are unable to do anything but listen. With podcasts, audiences can listen to selectable topics instantly and for a specific length of time," said Tomorn Sookprecha, a well-known writer and GM Magazine's editor-in-chief, and also a podcaster.
Tomorn finds podcasts these days more interesting in terms of content and presentation compared to the early days of the format.
"There is a big development. Some podcasts are well-scripted and well-narrated. And there is a variety of content for audiences to choose from," he explained.
Even though the radio scene is still going strong and shares similar characteristics with podcasts, Tomorn found the function of podcasts different in one major aspect. While radio listeners lack power to pick particular topics to listen to, that's what podcasts do best. Topics available on podcasts have also become very diverse, and audiences can zoom in whatever they want -- from motoring to ghost stories, from fitness to film.
Natchanon Mahaittidon, editor-in-chief of Giraffe Magazine, is also a host for Giraffe Cast, an extension of the publication. He believes that one of the reasons why podcasts have become more popular these days is simply because the younger generation are more open as to how information can be received.
"People's perception towards radio hosts is probably reserved for professionals, but for young people, a 'radio show' should be more relaxing, which is what a podcast is. It helps emphasising that anyone can do it too," he said.
"Podcasts are actually very easy to make and don't take a long time to do compared to other media like print, for example. All we need to do is create new accounts, record and upload. Then we're good to go. I think it's a good chance for people who have stories to tell but writing might not be what they are proficient in.
"It is also a flexible platform where people can talk freely. There is no specific format for it so it's easy for the host to create proximity with audiences."
Giraffe Cast, hosted by Natchanon and Giraffe Magazine's editorial staff, could be considered one of the first magazines using podcasts.
While using it as a publication tool is their minor purpose, Natchanon found that podcasts can fulfil what the magazine lacks, though it's not about replacing them.
"Due to the magazine's limited space, we always have to delete some information which is actually still interesting. That content can be continued in podcasts, which can help broaden audiences' point of view," said Natchanon.
"Also, when the content we produce has been shared to more outlets, the cost is decreased and I think the lifespan of podcasts is longer than printed magazines."
Tomorn also hosts GM Cast, an extension of his GM Magazine editorial output. The idea is to let people perceive GM not just as a magazine, but as a brand or an institution.
"GM is a brand that delivers ideas. And as many of our editorial staff have run their own podcasts, I think it is a good idea to team up and do one under GM's brand," explained Tomorn. "Even the content present in magazines and on podcasts is different, but they share the same character."
Besides GM Cast, Tomorn also hosts his personal research-based and very informative Omnivore podcast with his fellow writer Teepagorn Wuttipitayamongkol. Their podcast topics often revolve around concepts that require further reflection, such as work, isolation, hopes and fears.
Even though Omnivore was just launched earlier this year, it's now ranked 29th on podcast applications (this week). The most popular episode has reached 5,000 people.
"The podcast scene in the country is in the development stage for both audiences and podcasters. This can be seen as a good marketing opportunity. It is possible for podcasters to earn money or get sponsors," commented Natchanon.
Witcast, sponsored by the Thai Research Fund, is a podcast on science that simplifies complicated subjects into comprehensible language with a sense of humour. It is one of the very few Thai podcasts that receives official support funding.
Whether running it casually or intensively, many podcasts in the West have been supported by sponsors. As a result, there is a higher chance to create a variety of content and have better production.
"There are podcasts from every single state in the US and content is available in pretty much every field, from carpenters and gardeners to doctors," said Natchanon. "This is what I want to see here. I want to listen to podcasts from a different world and different experience.
"I believe that this media platform is truly open for everyone. It's interesting to see more of what podcasts can be in the near future. Perhaps they could go live one day. Media platforms keep changing and developing but content is fluid. At the end of the journey, it's the world of information we're living in."
