Experts and Practitioners' Evaluation for the Podcast Impact on Traditional radio production

The problem of the study is identifying the impact of podcasting as one of the outputs of digitization on traditional radio production, as well as determining the possibility of achieving media convergence and integration between on-demand listening applications such as podcasts and traditional radio production, This is done through a qualitative study on a sample of experts in the field of podcast content industry, practitioners of radio who work in a number of Egyptian radio stations, as well as experts in the field of media studies; The study use in-depth interviews tool, The results of the study indicated that the emergence of a new era since the beginning of the Industrial Revolution added challenges to the traditional media production, and that the application of digitization, media convergence and media integration needs policies capable of helping mass media to maintain its status and function. ; Convergence is not just a technological transformation and the adoption of technological developments, but convergence and integration requires change and integration between all parties involved in media production; such as: technology - the audience- the industry of media. The study also put a proposed vision that shows how media convergence and integration can be achieved between traditional radio production and digital podcast content.