HT Smartcast, the podcast vertical of HT Media Ltd. is celebrating its second year of existence on a high. It reached a phenomenal 50 million+ listens in less than two years and successfully climbed to an average of 5 million+ listens per month.
This International Podcast Day (September 30), the brand decided to raise awareness about a growing industry and the opportunities it brings for brands and podcasters alike while highlighting talent from all over the country.
HT Smartcast’s podcaster community delivers content that creates new perspectives, starts conversation and promotes exploration. They have a podcast named WhatsApp University: Jhakaas ya Bakwaas, which busts fake news; F Wala Pyaar and Streedom that cover new-age love and living from male and female perspectives, respectively; Mera Wala grief focuses on how celebrities such as chef Vikas Khanna and journalist Barkha Dutt are dealing their life’s losses with special focus on the importance of mental health and the fast-becoming popular fiction Boondon se baatien.
They also have podcasts that drive thought leadership such as Leadership Lessons, which has its own unique following. There are celebrity exclusives where Kareena Kapoor spoke about her second pregnancy and Sabyasachi spoke about his H&M controversy.
Deepti Ahuja, Producer and Content Head, HT Smartcast, said, “Podcasts do three things: educate, engage and entertain, and if your listening experience is lacking either or one of these three then you must explore the 40+ genres of podcasts that we have waiting for you.”
HT Smartcast is present on 17+ audio platforms across the country and is growing its base internationally, offering podcasts in six Indian languages.
Ramesh Menon, CEO, Fever FM and HT Smartcast, said, “It’s been an incredible start to our journey, from an idea to 170+ curated podcasts, 2000+ Episodes, 100+ first time podcasters and over 5 million listens a month. Listeners and podcasters have enthusiastically jumped on to the podcasting bandwagon. It’s time for brands and advertisers to experience the potential of an immersive medium that breaks through the clutter and takes your proposition right through without interruption. How many other mediums can claim to do that?”
“We are moving forward with programmatic advertising in podcasts in India with a special focus on branded podcasts that have created lasting impacts with an 89% awareness increase and influenced one in four listeners to research the brand. We plan to replicate and increase this impact in the country with flexible solutions. Our collaborations have always helped brands grow and the journey has been nothing short of an adventure,” stated Team HT Smartcast.