After getting into some trouble for its early marketing practices in the blogosphere, Warner Brothers Records is dipping its toes in the blog waters once again. The company will sponsor podcasts of the Eric Rice Show and provide exclusive audio content from one of its bands.

The Eric Rice Show, which is produced by Rice and three of his colleagues, features audio musings on entertainment, technology, and culture. Podcasting, the practice of publishing extended audio recordings in a Web feed format, still reaches a very small audience, but many expect it to take off as digital music players proliferate. Financial terms of the deal with Warner Brothers weren't disclosed.