GCap launches podcast business
12 May 2006 15:16
Orange signs up as sponsor of its first podcastsGCap Media is hoping to tap advertisers' emerging enthusiasm for the newest new media platform by launching a series of podcasts and hosting them on a dedicated website.
The radio giant has set up a podcasting division called Creation Podcasts, which sits within the radio group's existing external content division, Creation. Its first podcasts are available from today, and include Soap Addict, a review of the latest gossip from the UK's main soaps; The Rodcast, a fishing show; Movie-Cast, a review of the latest cinema releases; and some Kenny Everett sketches originally broadcast on Capital Radio in the late 1970s.
The podcasts are also available on iTunes and other MP3 download sites.
Mobile phone giant Orange has signed up to sponsor the podcasts and the creationpodcasts.com website for a three-month period.
GCap hopes the initiative will enable it to diversify its revenue streams.
John Hirst, head of creation, said: "Creation Podcasts are all about offering fresh compelling content which cover topics of particular interest to people in the UK. We hope podders and those new to podcasting enjoy this initial batch of new podcasts. Sponsorship of podcasts is a new revenue stream for GCap, utilising fresh creative and reaching new audiences via emerging platforms."
Jonathan Barrowman, head of radio, Initiative, said: "Creation Podcasts is another illustration of how commercial radio can compete with other media and the BBC. GCap have tapped into their existing portfolio, creativity and technical expertise to deliver a new platform for brands to connect with audiences."
Matt Deegan, group strategy executive, GCap Media, said: "Growing our total audience is a key part of GCap's development strategy. Creation Podcasts will allow the company to build one-to-one relationships with both new and existing listeners. These podcasts will additionally sit well alongside our existing station-branded activity and provide a great new listening and advertising opportunity."
brad intelligence subscribers can read an in-depth analysis of podcasting and what it offers advertisers here - and a health warning to anyone blindly jumping on the latest bandwagon here.
By Graham Hayday
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