CONFIRMED: Nova inks podcasting partnership

Staff Writer

In her address to VIP’s just prior to this week’s Red Room with Ed Sheeran, NOVA Entertainment CEO Cathy O’Connor announced a new partnership with Stockholm-based podcasting company Acast.

Radio Today can now reveal that NE has just released details on the deal, that the network said is “designed to leverage the growing popularity of podcasts in Australia”.

Given that podcast downloads and streams topped 10 billion in 2016 (according to figures released by Apple), a more commercial foray into on-demand audio is a smart play for radio.

Nova will be Acast’s first content partner in Australia with a portfolio of podcasts that includes show content as well as original productions in non-radio categories currently in development.

O’Connor said, “Australia is increasingly becoming a nation of podcasters and the podcasting medium provides new opportunities for advertisers to connect with defined audiences.

“Acast is a global best practice provider of podcasting tech and together we aim to educate the Australian market on the unique opportunities podcasting provides to advertisers.”

Related: Podcasting: A Year in Review

Nova confirmed it would also launch Podquest, offering opportunities for new and emerging audio content creators through grants of financial assistance and access to Nova’s production facilities.

Acast is the world’s leading technology platform for on-demand podcasting. The company is developing top innovations in audio ad tech including pre and mid-roll content and analytics. Nova will also provide advertisers with the opportunity to commission native tailored content within podcasts.

Acast CEO and co-founder Mans Ulvestam said his company is very excited to be partnering with NE to launch Acast Australia and the Nova podcast network.

“Expanding to Australia is a natural fit for Acast. It’s a really exciting time for the audio and podcast market here and we will bring our expertise and data to help accelerate that growth,” said Ulvestam.

O’Connor added, “The partnership with Acast is a good demonstration of NOVA Entertainment’s multi-platform strategy, leveraging our skill in audio production beyond broadcast radio to new platforms and audiences.”

Nova Podcast is available now with podcasts accessible through NE’s digital and mobile platforms and Acast.

NE will release more details about Podquest in the coming weeks.

Back in November, SCA inked a similar joint venture agreement with US-based PodcastOne to launch its podcasting platform in Australia.

That deal made existing PodcastOne content available locally, as well as Australian podcasts developed by SCA talent and content from outside talent available to overseas audiences.

Back in November, SCA veteran Grant Tothill was appointed to the newly created head of podcasting position at SCA to run the new business.

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