But it’s only a Podcast, right?

So what began as a free-to-the-world podcast…

…turns into one of the most popular podcasts in the world (at which time, the creator of that podcast, Ricky Gervais, talks with yours truly).

Then it is produced in audiobook form for a fee.

And then that very same audio content – which is highly non-topical and thus timeless – is animated and turned into an HBO series set to debut in 2010.

This is what you can do when the content is strong enough to support leveraging that content every which way.

This is what you can do when your aspiration is greater than fulfilling the most meager expectations of your broadcast bosses.

This is what you can do when you recognize that you're in the content business, not the radio business.

Aim higher.

A sample…coming to HBO soon.