BBC Radio 1's breakfast show hosted by Chris Moyles has emerged as the number one podcast in the UK, according to Apple's charts.
The transmission sits in pole position on the iTunes "Today's Top Podcasts" rating, which measures the number of subscriptions taken to a channel on a daily basis.
BBC podcasts occupy ten of the soon-to-be coveted top twenty slots. Mark Kermode's Radio Five Live show holds second place, while news-hungry iPod owners are tuning to BBC Radio 4's 'Today. show, which sits in third place.
Big brands eclipse self-publishers
In a sense, Apple's chart captures the moment in which traditional broadcasting brands moving into the relatively-new podcasting phenomenon eclipse the self-publishers who built the movement.
Such is the power of the brands represented in Apple's top twenty that just six of the listed channels are independently-produced, including Violet Blue's controversial 'Open Source Sex' show, which is the fifth most popular channel. (Indicating that some commuters have found their own way to stay entertained when traveling to work).
However, while recognising that Apple has helped propel the phenomenon into the mainstream, critics point out that major media brands may eventually drive independently-produced podcasts into the hinterland.
Some suggest Apple's podcast chart should make a distinction between major brand and independently-produced shows, perhaps with two charts.
Consumers are evidently flocking to big-name brands.
Paen for the independents
"It kind of ruins the whole independent feel of it," said Sorcha, who co-runs the Wicked podcast.
The Charlotte Observer claims Sorcha: "Sees Apple's new podcast directory as a double-edged sword. Apple's involvement squashed the underground flavor, but it also made it easier for people to find the podcast."
Some space remains.
The Scotsman reports local Scottish Reverend Leonard Payne's surprise when thousands chose to download his podcasted sermons after they debuted on iTunes.