Talk radio stations get into branded podcasting Camille Alarcon
Southern Cross Broadcasting's 2UE radio station is finally getting in on the podcasting bandwagon, launching Atom Radio which will allow advertisers to create long-form advertising, while Macquarie Radio Network has launched a similar branded podcast service.
2UE has already signed up Waterbrook Lifestyle Resorts, Sydney Extension and Designs, and a large financial company—yet to be named—as its first advertisers, and 2UE general manger, Ian Sheppard expects that within the next couple of weeks it will be rolling out its first podcast.
"We are constantly being asked by clients for an interview to allow them to explain their products services further but generally the answer is no because we're not that kind of business. So we've created this product to satisfy this need," Sheppard said.
He said it will charge clients around $3,000 for a podcast which includes production costs and use of a professional broadcaster.
Meantime, Macquarie Radio Network’s (MRN) 2GB has today launched a similar service offering advertiser-customised podcasting.
Well-known Sydney restaurant, Flying Fish, will be the first to take up this commercial sponsorship with its customised podcast called “Conversations from the Kitchen”.
MRN CEO, Angela Clark said, “It is about offering our advertisers the best of both worlds, utilising the combined strength of Sydney’s top rating radio station and the depth offered by 2GB.com and www.freedigitalcontent.com. These shows demonstrate the potential of podcasting. Here you have one of Sydney’s leading chefs offering you private lessons, anytime, anywhere and completely free of charge.”
See this week’s issue of B&T (May 26) for more on this story.
