Never one to miss a trick (or a little publicity), Jamie Oliver A.K.A. 'The Naked Chef' is adding his voice to the Podcasting phenomenon.

In between running his restaurants, selling his books and doing his charitable works, the ever energetic Oliver will be answering 'the very best and funniest' questions from his loyal fans. Questions are sent in by leaving a 30-second message on the 'Podcast' hotline and Oliver will answer them via the Podcast in a 'cross-media' phone-in show.

Quite whether this is the right medium for him is another question. Given the myriad specific challenges facing the amateur chef, a Q&A style session may well be better handled via the messageboard format that he already has on the site. Also it would prove somewhat impractical to be scribbling down any recipes while listening to the Podcasts themselves.

This smacks more of a 'bit of fun' and the chance for those that like the sound of his voice to enjoy his unique cockney charm than the new pillar of the Oliver empire.

I'd be surprised if this one goes the distance.