A local Seattle newspaper reports that Microsoft employees now refuse to use the term podcasting.

In a slice of doublespeak, it appears employees at that company now call it "blogcasting", because its internationally-recognised real name also carries within it a reference to an Apple product that has been causing Microsoft anxiety in recent years, the iPod.

Doublespeak blogcast

"That slightly awkward name (blogcast), apparently derived from the words weblog and broadcast, is being used by several Microsoft employees to offer their own audio programs over the Internet," the report explains.

The giant technology company is in pain, it appears. Wired News in February published a report which claimed: "About 80 percent of Microsoft employees who have a portable music player have an iPod."

While Microsoft moved to refute these claims, one fact is clear: Apple's iPod is the world's leading music player.