Virgin Radio has become the first UK station to start podcasting.
The station made its Pete and Geoff breakfast show available to download earlier this week. The Virgin Radio podcast is an half-hour edition of the four-hour breakfast show with all the music, news, weather, traffic and travel cut out, writes the BBC.
Fans of the show can subscribe to the service so that every time they synchronize their iPod (or MP3 player) with their computer the show is updated. The show is free to download a Virgin Radio has gained sponsorship in the form of "podvertising".
Virgin Radio sales director Lee Roberts said: "Radio stations have to adapt to the changing market and new platforms in order to create new revenue channels. We're proud to be the first with podvertising."
There have been concerns that the advent of the iPod could spell the end for radio because people are listening to iPods rather than tuning in.