Web video has gotten much better in recent years, but two problems remain: it’s hard for providers to build an audience, and a computer doesn’t make a very good television set.

RSS — Really Simple Syndication — addresses the first problem by making video podcasting a subscription service. Once users find your program, RSS will find them every time you have a new episode.

The second problem is solved by handheld players such as the video iPod. They take web video out of the box. You can watch on the player. You can plug it into a TV or a projector. You can even still watch it on a computer.

These two differences turn web video into web television. You get the power of television without the chokehold of limited broadcast spectrum or fixed program schedules. It’s TiVo for niche audiences.

When you subscribe to a video podcast (with, for example, iTunes or on a video portal such as brightcove™ your computer downloads new programs automatically. Podcasts have a show and episode structure similar to what’s been used in broadcasting since the early days of radio. They build an audience.

What kind of shows will work with podcasting for health care audiences? Anything with on-going information, a topic that people will want to return to. Examples:

• clinical conundrums• case presentations• interviewing skills• specialty board review• and for patients, role models

Younger audiences are becoming familiar with podcasting as an educational tool. They’re part of the curriculum at Stanford, Duke, Brown, and Michigan’s School of Dentistry.