Radio giant innovates with slew of magazine-style podcasts

LONDON – GCap is branching out from broadcast radio with the launch of a number of free standalone podcasts covering subjects such as fishing, movies and soaps, which are exclusively backed by Orange for a trial period.

There are special interest magazine-style podcasts such as 'UK Polish', which offers news and information for the UK's Polish community, and 'Fishing Rodcast', catering for anglers.

Others feature the more mainstream "what's on" guides typically heard on broadcast radio, from 'What's on London' to 'MovieCast', and also 'Literature Podcast'.

GCap has an initial three-month deal with Orange as the exclusive advertiser in all the podcasts and on the special site.

GCap said it was keen to link the initiative to recent BBC criticism of commercial radio's willingness to innovate.

Mark Thompson, the BBC director-general, last week told commercial broadcasters to look at their own business strategies rather than blaming the BBC when they lose audience share or revenue.

A GCap spokeswoman said the move "responds very effectively" to those comments.

GCap has also made use of existing radio material, raiding the Capital Radio archives for Kenny Everett's 1970s and 1980s sketches featuring his space hero character Captain Kremmen. Another comedy podcast features current material from stand-up Sean James.

The podcasts are produced by GCap's content division Creation, which already produces GCap station-branded podcasts and bespoke podcasts for other companies including the Digital Radio Development Bureau and Haymarket.

John Hirst, head of Creation, said: "Creation podcasts are all about offering fresh compelling content which covers topics of particular interest to people in the UK."

Creation has produced bespoke ads within each podcast linked to Orange's current "Animals" campaign.

The podcasts can also be found on the iTunes Music Store and other download sites.

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