How Branded Podcasts Can Enter New Ears Through Licensing

A conversation with Chirag Desai about our new radio partnership.

How Branded Podcasts Can Enter New Ears Through Licensing
Photo by Siddharth Bhogra

Communicate spoke to CEO Chirag Desai about our partnership with Talk 100.3:

We believe podcasts and radio are natural partners; both mediums celebrate audio and provide interesting content in places where audio is the best form of distribution, such as commuting. And yet they’re different in their delivery; radio being live and current while podcasts are on-demand. So many film and TV creators are licensing out their content to streaming platforms, radio and podcasts can work hand in hand to grow together.

As you may recall, in answer to Communicate’s question about the most important development for the industry in 2021, I’d mentioned this diversification: “the omni—building on top of your existing foundation channels but growing horizontally, not just vertically [...] The ones that explore alternatives will succeed as users’ attention and adoption of new platforms continue faster than ever before.”