Jan 2020 RadioWorks Blog
MTV UK has entered the podcasting arena for the very first time following its recent partnership with Global. The two team up to create five new podcast shows based around MTV’s top UK programmes.
As part of the deal, MTV will produce five podcasts based around its smash hit linear titles including Celebrity Ex on the Beach and Geordie Shore and will be distributed across Global Player, Spotify, Apple Podcasts, Google Podcasts and TuneIn. Celebrity Ex on the Beach: The Podcast is the first to launch, with episodes now available for listeners to access. The remaining four podcasts are set to launch during the course of 2020.
Additionally, this partnership will create exciting new podcast advertising opportunities for brands. Television series Ex on the Beach has reached 4.1 million 16-34s since its inception and last year alone, Geordie Shore attracted over 1 million people in this age group – so advertisers looking target this particular age bracket can certainly benefit from the latest MTV/Global collaboration.
Arran Tindall, CCO, EVP, Commercial and Content Distribution for ViacomCBS International Media Networks said: “We’re always looking for new ways to reach audiences and with the growing popularity of podcasts, it’s a natural move to build out some of our biggest and best loved MTV titles for an audio format. By partnering with Global, through their digital ad exchange DAX, we’re able to tap into their international network of audio publisher brands and advanced advertising capabilities in this space, enabling us to reach listeners across the globe, on all relevant platforms.”
Ollie Deane, Director of Commercial Digital at Global, said: “This latest move into audio from MTV will not only be welcomed by podcast and TV fans but brands and advertisers too. Podcasts create context for brands to connect with hard to reach audiences, one to one. With demand for spoken word content at an all-time high, MTV’s first steps into podcasts represent an exciting proposition for advertisers. Using Global’s reach on-air, online and through DAX, we’re looking forward to working in partnership with MTV to make their slate of new podcasts a huge success.”