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Lookout MTV, later this winter podcasting pioneer Adam Curry and partners plan to launch a podcasting network ...

... offering an edited selection of the web's best dispatches and tools for neophytes to create their own casts, the new issue of Fortune reports.

"Just as blogs have challenged mainstream media, Curry predicts that podcasts will take on radio and satellite. "With podcasting, people can tune out the world and listen to whatever they choose," says Curry. "In a way we're really looking at the dismantling of the monoculture," he says. Guess it's a good thing he's not at MTV anymore."

Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.