Some interesting new figures have been released by eMarketer today that shows that podcasts are taking off in both traffic and revenue, and the outlook is even better again.

The general view on podcasting is that it had been passed by as video became the hot vertical, particularly as earlier iPod’s gave way to new players that supported video as well as audio. These figures would suggest that there’s a lot of growth still to be had in the podcasting sector.

According to eMarketer, the total podcast audience in the United States was 18.5 million in 2007 and will rise to 65 million in 2012. “Active listeners” (defined as people who download more than one podcast) were 6.5 million in 2007 and expected to be 25 million in 2012.

The revenue figures will bring a smile to any VC firm with investments in the sector. Advertising in 2007 hit $165 million and is expected to grow to $435 million in 2012.

One interesting aside was eMarketer attributing the growth to podcasts being promoted by the mainstream media. What they didn’t add is that many of the top lists globally on iTunes today also have a strong presence from those very sources; while greater awareness of podcasting is growing the overall market for podcasts, the mainstream media is taking a big slice of the pie.

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The FCC may move to open up access to cable television on the basis that the big cable companies are too dominant, according to the NY Times.

The move would lower the cost of entry to new content providers and forcibly provide access where this has been denied previously. There is also the possibility that the FCC may force cable providers to unbundle channels, allowing consumers to pick and choose which channels they want as opposed to the current bundled channel practice.

Without knowing exactly what the final ruling will look like, anything that provides improved choice to consumers is a good thing; it’s also a good thing for Google and content focused startups.

In Google’s case, its TV advertising product, currently being trialled by Sky in the United Kingdom, could well have a range of new potential customers looking for innovative advertising solutions. Many of the existing players have rebuffed Google’s overtures, new players may not.

A long shot, depending on the extent of the FCC ruling, is Google taking part in the content provision side itself. Consider that a site like YouTube is a conduit to the provision of content in the same way that a cable station is, and Google is already well versed in negotiating content distribution deals with major providers. Google has the time, money, and growing technical experience to provide a cable television station or two, all naturally supported by Google TV ads. It’s a stretch, and perhaps a more likely scenario is that we might see Google partner with someone else (be it in a full partnership or minority investment) but either way it’s an opportunity someone in Google will at least look at. Consider this: Google is trying to buy mobile spectrum to increase the reach of their mobile advertising product, a couple of cable channels is a much cheaper and more manageable proposition then being a mobile operator.

Lower access costs to cable networks also provide opportunities for content creating startups. We’ve already seen Podshow on TiVo; any similar content creator, either alone or in conjunction with others, will always look at ways to broaden their distribution in an attempt to maximize viewing numbers. The internet may be the first choice for many when it comes to accessing content, but there is still a very sizable cable audience in the United States, one that may be receptive to innovative channels run by startups that have previously been net only players.

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Former Six Apart Europe head and well known French Web 2.0 entrepreneur Loic Lemeur relocated to San Francisco recently to build a new startup, and thanks to Robert Scoble we now know what it is: “video Twitter.”

Lemeur himself is documenting his startup every day on YouTube here. It’s not riveting content but listening to a non-American view on building a startup is refreshing at times.

Scoble also notes in the same post that Podtech has some big news coming up; one rumor doing the rounds is that Podtech video’s will be syndicated on some form of television station, presumably a cable one. Podtech competitor Podshow recently started distributing shows via TiVo.

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