The broadcaster will invest in the companion format, which brings narratives derived from the universe of series, TV programs and books to audio.
The original series Globoplay, Globo’s streaming platform, “Os Outro”, won a podcast version, launched this Monday (26). The project is part of the evolution of the station’s podcast strategy.
Now, the broadcaster will invest in the format known in the American market as companionwhich brings to audio narratives derived and extended from the universe of series, TV programs and books.
“The companion projects deliver behind the scenes, extra content, conversations that deepen and/or broaden the understanding of a certain character and situation in a story. They capture the attention of audiences already highly engaged with a theme, organize communities around discussions and feed the desire of those who want to consume more of the universe of a content that, many times, already had its season ended or that will not have a sequel. It gives life to the content beyond what was originally produced and published”, explained Eliseu Barreira Junior, Head of Management of Globo’s Digital Product Portfolio & Paid Channels.
The program ‘The Others O Podcast’ was announced after the good audience and engagement achieved by Globo with the case ‘Rita Lee: Another Autobiography O Podcast’, derived from the literary version of the singer’s autobiography, which became the most listened to podcast in Brazil on Spotify throughout the month of June.
“Rita Lee’s podcast project, which became the most listened to in Brazil after just one week of launch, demonstrates that there is a huge consumer audience for this type of narrative. We have countless opportunities to explore the format linked to original Globoplay productions. , as well as programs on our channels. We also want to be increasingly associated with the Brazilian book publishing industry, following the example of this happy partnership with Globo Livros”, said Eliseu.
Opportunities for projects combined with other works are in line with the evolution of the strategy for the podcast market, which focuses on integrating more and more podcasts and social networks. At Globo, podcasts are seen as a platform for influence, generating opportunities for advertisers and content creators around engaged communities.
“Globo has a multiplatform media ecosystem that allows the creation of complementary products for our stories, expanding their reach and reverberation. By creating companion podcasts, we are leveraging this differential and bringing benefits to the business as a whole. Brands that are already associated or sponsors of an original TV product, for example, can extend their messages and reach highly engaged communities. They are yet another window for brand building”, added Renata Fernandes, Digital Advertising Product Director at the station.
