JBoss just announced that they are podcasting.
This makes total sense to me, and has done ever since other vendors such as Microsoft started doing it.
If you are a vendor you want to get info out there into developers hands.
Screencasts and podcasts are the new kids on the block, so if you get there first, you will get a lot of viewership. This is because there isn’t a lot of decent content right now, so get in while you have a chance to be ahead of the game!
Obviously, focus on highly technical content and NO MARKETING and you will be rewarded.