After signing up to the service and downloading free software, listeners will get the latest package every time they synchronise their iPod or MP3 player with their computer. The podcasts will be free thanks to sponsorship that has been dubbed "podvertising". Virgin Radio sales director Lee Roberts said: "Radio stations have to adapt to the changing market and new platforms in order to create new revenue channels. We're proud to be the first with podvertising." The popularity of podcasting has exploded since it was launched last year and thousands of shows are now available from around the world, many made by amateurs about niche subjects.