Podcasters have already inspired conventional radio stations to evolve.
But their podcasts will increasingly be on the radar of traditional radio broadcasters as fertile grounds to feed the desire for new talent, and ideas.
Both the BBC and Virgin will watch what podcasters do, learning from them, just as podcasters learned from radio.
"It won't be too long before this [podcasting] becomes the normal route to discover new talent," says Chris Kimber, head of BBC Radio Interactive.
He was just one of more than 100 podcasters at Europe's inaugural podcasting conference, in London - PodcastConUK. READ ON