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Silicon Valley is getting ready to welcome the newest addition to the neighborhood-Adam Curry and Ron Bloom's Pod Show, which, after an $8.5 million injection of venture capital, has set up shop in San Francisco. It's also just acquired PodCast Alley, the organically grown Web site that has amassed 7,000 podcasts and 120,000 podcast episodes. Pod Show's goal? Commercialize podcasting and help the burgeoning medium take a bite out of the $60 billion U.S. ad industry. By Bloom's estimate, podcasting could eventually turn into a "several-billion-dollar industry."

He and Curry, who's splitting time between the States and his home in the U.K., have begun making the rounds to agencies and advertisers. The company's already signed deals with Warner Bros., Microsoft, Absolut and Durex and is going after both interactive and radio ad budgets.

"[Podcast listeners] are disenfranchised, people who quit listening to radio because it sucked," says Bloom, a former music-industry exec. And, he says, they're hyper-targeted, using an example close to home: "Why not target the top 2,000 IT decision makers on the planet though a podcast instead of doing it on the Super Bowl when people aren't thinking about IT anyway?"

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