Some Things Should Be Free!

a) Content providers want to (and incorrectly think they can) monetize the actual media they are distributing over the Internet.
This is a flawed belief system. In the past the internet existed as a means for information gathering, evolved into a means for communicating and evolved further as a means to enjoy media such as movies, music, tv, etc. The current state of the internet is a complete integration of all three: Information, Communication and Media. All three concepts boil down to content. And with so much content available to satisfy those three main aspects, instantaneously, for free, ask yourself, why would anyone PAY for yours? The answer is they wouldn't.

While it is possible to monetize certain digital PRODUCTS, it's nearly impossible to monetize CONTENT. However, without CONTENT you won't sell PRODUCT.

It's Growing, It's Growing!

b) Content providers falsely believe that podcasts are limited to iTunes and generally not a popular form of media consumption.
This is incorrect. As seen in the graph below, the U.S. podcast audience has been steadily increasing since 2008 and by 2011 will reach over 30 million people:

Because of this steady increase in audience, the sooner you get into the game the better.
Podcasting is an amazing way to engage in all three areas (Information, Communication, Media), while simultaneously: Increasing the value of your brand, positioning you/your brand as a thought leader, providing a medium for engagement in social media and most of all making your presence MOBILE! Chart below demonstrates the increase in the increase of mobile's share of internet usage:

The mobile web grew 110% since 2008. This means that more people are on the go while on the internet. Podcasting is a perfect companion to this phenomena. Predominantly because almost all mobile web devices can receive, play and store podcasts, making your valuable media available to consumers while driving in their car, jogging, etc.

Add to the above statistic the fact that iPhones/iPods, devices that are designed specifically for easy access to podcasts, make up 65% of mobile internet usage and you've got a recipe for success.

A rapidly expanding audience + growing ease of access + great content + free = Marketing Machine that will only bring you good fortune.