BBC World Service: Beyond the hype - shaping a global podcasting strategy

BBC World Service English (WSE) gained insights into using podcasting to connect with younger digital audiences in various markets by using a multi-stage global methodology.

Campaign details

The challenge: Delivering depth alongside unprecedented breadth

The brief was focused on three key questions: 'Where exactly on the technology hype cycle are podcasts? How does a global media organization develop a podcast strategy that works across continents and cultures? How can WSE get first mover advantage on podcasts in emerging economies?'

BBC WS identified 12 markets (spanning 5 continents) that were key to their understanding, with 4 being representative lead markets (USA, Netherlands, Nigeria & India). However, in most of these markets almost no prior intelligence existed and, even for the more developed (e.g. USA, Australia), existing...

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