‘Lines between audio and video are blurring’ amid video podcast push, says Global CEO

Global CEO Simon Pitts

London-based media and entertainment group Global has launched video-first podcast brand Global Studios and sports-skewing branded entertainment division Sport by Global.

The announcements were made by group CEO Simon Pitts at Global’s inaugural Audio & Entertainment Upfronts presentation. Addressing a room of advertisers, Pitts said that the new launches marked the start of a major online focus for the previously radio-focused company.

Global Studios will bring creator-led video together with Global’s existing audio brands to give advertisers access to multi-platform campaigns across the company’s radio, digital and outdoor networks.

The upfronts saw Global reveal details of a new narrative podcast series, in which former BBC newsreader Emily Maitlis will report on the UK’s infected blood scandal during the 1970s to early 1990s.

“Expanding into video in a major way is a natural next step for Global,” Pitts said. “We all know the lines between audio and video are blurring rapidly, with audiences and brands increasingly expecting integrated experiences. And that’s what you’re going to get from Global.”

Sport by Global, meanwhile, is described as a sports entertainment label bringing brands, athletes and rights holders to fans. It follows Global’s previous sports-focused collaborations with British Olympic brand Team GB, auto racing team McLaren and international sailing competition SailGP.

Mike Gordon, chief commercial officer, Global, said: “With the launch of Sport by Global, we’re extending our entertainment expertise into one of the most powerful cultural spaces – the world of top-class sport.

“With a weekly reach of over 52 million people across our platforms, we can amplify huge events for rights holders and help them connect with audiences in new ways.”

It comes after C21 reported on the rise of video podcasts early last year and the space continues to grow, with Channel 4 this week announcing new vodcast titles and Netflix recently partnering with Spotify.