It wasn't too long ago that I was talking to a friend about one of the better podcasts I had seen. It was better because it offered more than just audio. The site that accompanied it included photos, links to things talked about in the podcast, and a ton of other relevant information. That made it more than amateur radio.
It seems that Apple's adoption of podcasting has gone beyond just making them available on iTunes. The folks over at Make:Blog have an enormous write-up on how Apple is now supporting "enhanced podcasts" that include slideshows, URLs and more. You can check out a video of what these podcasts look like here, and the post explains how to make them in full detail.
I expect we'll see more podcasts being "enhanced." This makes them exponentially more valuable to users, but it also opens up new possibilities for advertising and sponsorship.