I’m confident that popular podcasts are probably sport, politics and movies.
In addition, I’m encouraged by the following statement:

Twenty-four-year-old advertising student Prachi Ganjedra says that the medium is “kind of cool” and has also started attracting commercials.

I would consider the term, ‘narrow’ as being a reality, for example:

The demographic is certainly focused on those who can afford access to technology, albeit that there could be a big student population (hence the Hindustan Times article possibly mentioning Orkut).

Another area to consider would be the Non-Resident Indian listeners (NRI’s – a common description by Indian’s describing those that have migrated typically to the West) – Who & how many also applies.

One way to consider this question is to consider what kind of organisations are taking up new ways of communicating.

From a market segmentation perspective let us look at a few:

Education – Already pioneering educators are providing ipod based learning materials, e.g: lecture notes, full audio versions of lectures and selective course pointers. Blackboard Learning Management systems have already incorporated a feature to store educational podcasts. In terms of standards and content formulation self-driven initiatives appear to be the driving force.

Traditional Media -Someone mentioned to me that the BBC TV are increasingly saying , ‘Download the programme / highlights for free’ – I’m not sure that I have noticed this. Interestingly their i-players has been phenomenally successful. This will obviously make the Director General and their governors happy that their direction is on the right path – especially with their recent announcement of building a multi-media portal.

Marketing and Public Relations – I noticed the term, ‘Digital Marketing’ being used instead of Corporate Podcasting.
It could be that this term is wider, incorporating on-line digital mailing campaigns supported by audio content.

The good news is that although new names are being adopted,there appears to be a general acceptance that content in the form of video and audio is increasingly being accepted as useful for organisations to communicate key facts.