Google plans to acquire popular RSS feed management company, Feedburner in a $100 million deal, reports claim.

Podcasters who emply free blog services such as the already-Google-owned Blogger will likely already be familiar with Feedburner. That service can automatically create code to wrap around media files that transforms them into usable podcasts, for example. The service also offers tracking, advertising and promotional tools.

Website TechCrunch is making the claim that Google has plans to buy the smaller firm, and also claims the all-cash deal to have been confirmed.

If the tale is true, the deal will close in 2-3 weeks.