JAKARTA - Spotify introduced a new technology that will give broadcasters or radio broadcasters the ability to convert existing audio content into podcasts as requested.
The feature, called Broadcast-to-Podcast, was obtained by Spotify thanks to the acquisition ofminshkaa in 2021, an Australian-based podcast technology platform.
Users from Megaphone, Spotify's podcasting platform for business will have access to it. Megaphone offers a complete set of tools that help them publish, measure and monetize their podcast business.
Several publishers have used Megaphones to turn radio broadcasts into podcasts, including Fox News Audio.
With Broadcast-to-Podcast it will give radio broadcasters easy access where they can take advantage of existing content to reach new or younger viewers, and expand their potential income.
Based on Pew Research data, Gen Z prefers to get their news through digital channels such as podcasts.
*We reach more than 50 percent of Gen Z and millennials in the US on Spotify, and publishers pay attention to it. With the launch of our broadcast-to-podcast technology on the podcast platform of Spotify's company, Megaphone, broadcasters will be able to connect with previously difficult-to-reach audiences," said the Global Head of Advertising Business Development & Partnerships on Spotify, Emma Marijuana.
Lively explains how this new technology can work. After a simple one-time preparation process on Megaphone, Broadcast-to-Podcast will automatically create new podcast episodes of previously broadcast content.
This is to make it easier for broadcast publishers to reach new viewers with their content, as quoted from the Spotify page, Friday, April 14.
The publisher team usually takes about 30 to 60 minutes to manually convert each broadcast episode into a podcast. This includes downloading episodes from radio platforms, removing ad spots, installing ad markers, and uploading episodes to podcast platforms.
However, Broadcast-to-Podcast helps automate this entire process for broadcast.
The tool can identify existing ad marker locations, and publishers can change or change their position before the podcast episode airs.
*Our Broadcast-to-Podcast feature allows broadcasters to reach new viewers, open up more monetization opportunities, and provide more access to their content to loyal fans from anywhere. And now available to all Megafon partners globally, "explained
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