UK-based Podcast Radio has confirmed it is coming to the US.
Speaking at the NAB Show New York this week, Podcast Radio CEO Gerry Edwards (above) said the 24-hour format will be syndicated to AM/FM stations and HD channels on a barter and cash licensing basis.
New ‘vertical’ channels for Business, Comedy and Crime were also announced which are now available on Podcast Radio’s newly designed app for both Apple and Android.
At the station’s Podcast Futures conference at NAB, director Paul Chantler said: “We think Podcast Radio provides a powerful way to drive audiences to entertaining speech radio that isn’t news or sports.
“To many people, radio is a medium they’ve known and used all their lives whatever age they are. Both in the US and UK, radio is listened to by nine out of ten people each week – and is consistently named in research as being the most trusted medium ahead of TV, print and online.
“Our aim is to use the familiarity and trust people have in radio to help them discover and choose podcasts from the millions available.”
The station started more than two years ago on digital stations in the UK. To link podcasts it plays, it uses what it calls “podjocks” – a cross between an announcer and DJ. Among its line-up of podjock talent is Gene Baxter, who co-hosted the morning show on KROQ in Los Angeles, and is a Radio Hall of Famer.
Podcast Radio has recruited network radio veteran Gary Krantz to head up its push into the US.
Podcast Radio is currently based around playing full length sample podcast episodes to hook listeners and encourage them to download the entire series.
However, Chantler revealed that its format will evolve to sound more like music radio with podcast audio clips played and rotated like hits, currents, recurrent and gold linked by the podjocks.
“Imagine your favourite music station but instead of the music, you’ll hear podcast clips instead. Think of it as speech radio in the style of music radio. We plan to apply to podcasts established music radio techniques to create an engaging and entertaining speech station.”
No launch date is yet set as this will depend on the response from American broadcasters.