The Creative Ask
Audiences today demand more from media outlets. Not only do they want trustworthy news 24/7, but they also seek informed perspectives on business, politics, and the markets from opinion leaders, to navigate work and personal finance. Today’s millennial, urban audiences are used to consuming content-rich offerings on-demand on multimedia platforms. To this end, The Economic Times approached Agrahyah to create a business podcast to appeal to a new generation of online consumers. But what sort of podcast offering would appeal to ET audiences? Long-form vs. short-form, news roundup or in-depth individual stories, talk show format or monologue, daily or weekly? There were many choices to navigate to arrive at a solution for bringing ‘The Morning Brief’ podcast to life.
About The Economic Times
The Economic Times is a media brand that needs no introduction. The world’s 2nd most popular English language business newspaper, second only to The Wall Street Journal with a base of 800,000 readers, as a brand, ET believes in constant innovation.
With a sixty-year-old legacy, the media outlet is the go-to platform for leaders of India Inc. and busy executives looking to make sense of a fast-changing world. ET today extends its influence with year-round webinars, CXO-focused events, workshops, leadership conclaves, and more.
The Agrahyah Response
We own and operate aawaz.com, the largest podcast network in Indian languages. We brought in our in-house audio experts to co-create ‘The Morning Brief’ podcast in consultation with a core team of ET editors, journalists, brand experts, and marketers.
- Arriving at a name and a sound, differentiated positioning for the show keeping ET readers in mind
- Deciding on the format, frequency, and length of the podcast
- Conducting voiceover training, audio scripting, and hosting workshops to transform print journalists and subject matter experts into podcast hosts
- Creating a robust process for recording host and guest interviews, editing, and packaging the show to go live thrice a week - on Tuesdays and Fridays.
- Hosting and distributing the podcast across multiple touchpoints, including the aawaz platform and app, Spotify, Google Podcasts, Apple Podcasts, and more
- Creating media assets to promote the podcast on the aawaz platform
What Did We Do
In order to create a unique positioning for The Morning Brief, audio and podcasting experts at aawaz.com recommended that the show not focus on being newsy or creating an audio summary of the first page/key headlines in favor of creating original episodes with a clear focus on ‘a single story told well’ was brought to life on the audio medium, by using evocative music, SFX, and rich production.
We also recommended creating a team of audio journalists who, over time, would form a strong connection with listeners owing to their hosting style and sectoral expertise.