Nine Looks To Grow Revenue With New Podcasts

Nine Looks To Grow Revenue With New Podcasts
SHARE
THIS



Nine has announced it will look to grow new revenue streams with a podcasting strategy built around leveraging many of its existing brands across news, sports and lifestyle in the audio realm.

Launched under the umbrella of 9Podcasts, Nine began with an initial roll-out of three weekly brands: the Sweet Spot, a relationship-based weekly podcast which started on the back of Married at First Sight; an NRL podcast, Six Tackles With Gus, hosted by Phil Gould and James Bracey; and a news and current affairs podcast, The Way It Is, hosted by journalists Leila McKinnon and Neil Breen.

Nine managing director Amanda Laing said the network’s commercial goal has been to expand and leverage its content expertise into new areas for the business.

“We see the clear potential for Nine to provide our audiences with additional reasons and opportunities to engage with us for longer and in more meaningful ways,” she said. “That has been at the heart of our podcasting strategy.

“Nine is a brand synonymous with news and sport, so we want to feature our talent and build on brands such as Nine News and Wide World of Sports in a way that is complementary to what we are already doing. 9Podcasts will leverage our television and digital reach in news, sport and entertainment and develop a new revenue stream in audio.”

9Podcasts is hosted on the nine.com.au websites (including 9Honey), and is also available on iTunes, with Nine looking to roll out other podcasts that complement and extend its key content areas, brands and talent, over the course of the year.

Helen McCabe, head of lifestyle for nine.com.au, said it was heartening to see the growth in the relationship podcast Sweet Spot,  hosted by journalist Katharine Feeney, which has seen numbers for download increase each week on the back of the success of Nine’s flagship romance reality show, Married at First Sight.

“The Sweet Spot podcast has shown us there is real potential to close the loop and have a complementary offering across all media,” McCabe said.

“With something like Married at First Sight,we have audiences who are tuning in to watch the show, reading recaps and news stories  around the participants on 9Honey, and then downloading the podcast to listen to the experts exploring the relationship issues raised in the program.”

Please login with linkedin to comment

9Podcasts brand expression Six Tackles With Gus Sweet Spot The Way It Is

Latest News

TRP Launches “The Every Day Supercar” For McLaren
  • Campaigns

TRP Launches “The Every Day Supercar” For McLaren

TRP launches “the every day supercar” for McLaren, a multichannel marketing campaign. Full-service agency TRP, positioning McLaren Automotive’s new GT as the every day supercar. Designed to energise McLaren’s offering within the Grand Tourer segment, the campaign encourages people to rethink what a supercar can be. Shot and produced locally, the campaign developed totally by […]

Greyhound Australia Gets The Show Back On The Road With Shannon Noll
  • Campaigns

Greyhound Australia Gets The Show Back On The Road With Shannon Noll

Greyhound Australia has announced its official return to service and new brand platform, ‘Feel the heart of Australia’ through an epic online campaign created by Rumble and fronted by Shannon Noll, belting out his noughties’ banger, Drive. The hero video, supported by a series of BTS pieces, sees a couple as they contemplate visiting a […]

London, UK - August 01, 2018: The buttons of Snapchat, Facebook, Instagram and WhatsApp on the screen of an iPhone.
  • Media

Snapchat Launches New Friendship Report & Time Capsule Lens With Aussie Band Sheppard

Snap Inc. the parent company of Snapchat, has released its second global Friendship Report, exploring how global issues including the COVID-19 pandemic have impacted friendship and communication in 2020. The findings showed how “social” is being inserted back into social media, with the majority of Aussies using online channels to connect with friends more than […]

“Trying To Indoctrinate Children!”: Conservatives Slammed For Oreo Proud Parent Boycott
  • Advertising

“Trying To Indoctrinate Children!”: Conservatives Slammed For Oreo Proud Parent Boycott

A conservative Christian group’s attempted boycott of Oreo over its support of the LGBTQI+ community has gloriously backfired online. Earlier this month, cookie brand Oreo, which is owned by Mendelez International, kicked off LGBTQI+ history month with a partnership with non-profit PFLAG—an organisation of parents, families and allies in support of LGBTQI+ people—to release Oreo […]

by B&T Magazine

B&T Magazine
Kerry Stokes Swoops In At Number 10 On AFR’s Rich List With Whopping $6B
  • Media

Kerry Stokes Swoops In At Number 10 On AFR’s Rich List With Whopping $6B

Media and mining magnate Kerry Stokes has risen to number 10 on the AFR Rich List, increasing his wealth by $570m to $6.26b in 2020. Stokes’ owns 60 per cent of Seven Group Holdings, although it’s fair to say most of his wealth would derive from investments outside media, considering Seven West Media’s poor market capital. […]

by B&T Magazine

B&T Magazine
WPP Q3 Revenues Fall 7.6% YOY
  • Advertising
  • Marketing
  • Media

WPP Q3 Revenues Fall 7.6% YOY

WPP are claiming better than expected third quarter numbers, despite revenues being down 7.6 per cent like-for-like on 2019. Putting today’s results in perspective, the world’s biggest media company had its numbers smashed in Q2, they were down 15.1 per cent at the peak of COVID. Revenues were down across every territory, with China suffering […]

by B&T Magazine

B&T Magazine
Magnifying glass icon in flat style. Search loupe on color background. Business analytic charts illustration. Vector design object for you project
  • Technology

Forrester 2021 Advertising Predictions: Prepare For A “Data-Deprived” Future

The advertising industry needs to start preparing for a “data-deprived” future, according to research company Forrester. In its 2021 predictions, Forrester points to the upcoming deprecation of third-party cookies as one of the most important upcoming trends for the industry. “The future of advertising will be one of significant upheaval,” the firm said. “Impending privacy […]

Thursday TV Wrap: The Block Loses Out To Gogglebox On A Quiet Night
  • Media

Thursday TV Wrap: The Block Loses Out To Gogglebox On A Quiet Night

Nine’s The Block narrowly missed out on taking out the number one entertainment spot for the night with 10’s Gogglebox once again earning the honours. Gogglebox managed 700,000 eyeballs, while The Block did 679,000, according to OzTAM metro data. Meanwhile, 10 had a soft night, with its best entertainment show being The Project with 465,000. […]

by B&T Magazine

B&T Magazine
AKQA Report: “In 2021 The Difference Between Surviving & Thriving Will Be Great & Memorable Digital Experiences”
  • Partner Content

AKQA Report: “In 2021 The Difference Between Surviving & Thriving Will Be Great & Memorable Digital Experiences”

Digital experiences are more necessary than ever. Social distancing, remote working and local or national shutdowns have forced customers online and employees apart, requiring businesses and government agencies across the Asia Pacific to accelerate and refocus their digital transformations to satisfy changing customer needs. To understand the maturity of digital experiences (DX), leading experience design […]

Partner Content

by B&T Magazine

B&T Magazine
Mitre 10 Launches New Campaign To Celebrate The Real Stories & People Behind Its Stores
  • Campaigns

Mitre 10 Launches New Campaign To Celebrate The Real Stories & People Behind Its Stores

Mitre 10 has launched a new grassroots marketing campaign to celebrate the real stories and people behind its stores. The ‘Built by Families’ series uses documentary-style videos to bring to life the legacy of local family-run businesses and the unique connection each has to its local community. Karen Fahey, IHG’s General Manager of Marketing, said […]

Integral Ad Science Appoints Tom Sharma As Chief Product Officer
  • Advertising

Integral Ad Science Appoints Tom Sharma As Chief Product Officer

Digital ad verification platform Integral Ad Science (IAS) has announced Tom Sharma will join the company as Chief Product Officer, effective November 2, 2020. This new hire will accelerate IAS’s global product expansion, including plans to enhance its industry-leading Connected TV (CTV) solution. Sharma will be based in New York and report directly to IAS […]

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R
  • Media

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R

Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week.  Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment.  VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]

Special Group Launches In The US Market
  • Advertising

Special Group Launches In The US Market

Independent creative company Special Group has entered the U.S market with William Gelner leading the LA-based agency as Chief Creative Officer, and Uber Eats as its founding client. The launch of the international office follows the profound success of Special Group’s global work for Uber Eats, including its launch of the internationally recognised ‘Tonight I’ll […]

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]

  • Technology

Why Apple Is Building Up Its Search Engine

Forget the shiny gadgets & skivvies, evidence is mounting that Apple could possibly be the Fourth Order Of The Sith.

by B&T Magazine

B&T Magazine
The Two Murrays Return To Weekends On 2GB And 4BC
  • Media

The Two Murrays Return To Weekends On 2GB And 4BC

Two of Australia’s favourite broadcasters are returning to radio with Murray Wilton and Murray Olds (aka The Two Murrays) set to deliver five hours of news, sport, entertainment, lifestyle and plenty of frivolity over summer weekends on 2GB and 4BC. Their new show launches this Saturday, October 31, and continues on weekends right through until the […]