To create an innovative audio content offering for the launch of a new consumer advice portal – including a topical podcast library and a series of weekly talk radio programmes, designed for both on-demand deployment online and broadcast syndication.

Liaising closely with the portal’s executive launch team, the initial requirement was to develop a unique strategy for creating informative and engaging speech content for distribution across a variety of different platforms and channels. In particular, the brief required all audio material to be produced with both on-demand and traditional linear broadcast audiences in mind. Furthermore, since listeners would eventually be able to access material via any number of media channels, it was crucial that audio output drove listeners back to the portal where audiences could be monetized.

It soon became evident that the scale of the challenge demanded the creation of an entire radio production unit from the ground up.  This included recruiting and engaging presenters, studio production teams, scriptwriters, sound designers and voiceover talent.  Due to the often complex nature of the subject matter, it was critical that audio content should be made as accessible and ‘user-friendly’ as possible. Therefore the casting of familiar presenters with a solid background in consumer affairs broadcasting was key to the credibility and overall success of the project.

With a first-class presentation team identified, contracted and assembled, a bespoke sonic branding package was then commissioned and produced to allow maximum flexibility for any alterations to sponsorship messages and other branding variables. Finally, specialist studio facilities were procured at preferential rates, allowing a weekly content production cycle to begin.

Following the launch of the portal, there was then an ongoing requirement to monitor output and maintain an advisory role on all audio-related matters within the executive team. This included steps towards securing national radio syndication of the portal’s weekly programming – in itself, a landmark achievement for an independent online content provider.