by , 6:00 AM EDT, May 27th, 2005

Apple's announcement earlier this week that it will add built-in podcast support to the next version of its iTunes software could be just what the world of downloadable-and-go audio programs needs to move from a quick fad to an every day occurance, one online columnist believes.

Writing for Technology Review.com, Eric Hellweg believes last Sunday's announcement by Apple CEO Steve Jobs that a new version of iTunes software will debut in the next 60 days with full support to download and play a variety of podcast "will be a signal event for the technology, propelling it from a hobbyist's pursuit to a medium that less tech-savvy people might explore and enjoy.

"The podcasting movement, for all its headlines, is in dire need of the "Apple treatment," he wrote. "More than anything else, Apple has succeeded in the last 10 years because it has made technology easy for people to understand and commodity hardware stylish. Apple's iPod is the leading digital music player, with 80% market share. What's more, the company's online music store, iTunes, owns upward of 70% of the legal online music market."

Mr. Hellweg wrote some in the podcast community are hoping Apple's entry will help clear up the murky legal water surrounding music on podcasts and possibly set up a new licensing arrangement with ASCAP and BMI -- the two music licensing services -- to offer cheaper, reasonable pricing for small time podcasters.

"Still, it's clear that Apple's podcast announcement will raise the activity up a couple rungs on the popularity ladder," Mr. Hellweg concluded.