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Music podcast celebrates India’s neighbours

· By · 3.8 minutes to read

Our picture story: Maed In India: Our Neighbours, in our Podcast News section

As you try and understand the disparate podcasting models, let me explain (iHeartMedia’s) view of the current landscape. There are really two different approaches out there: one, paywalling exclusive content on a single app. Good for the app, not good with the listeners because they now have to pay for content that was previously free. Not good for creators because their audience and impact will be small. And not good for sponsors because there is insufficient scale in exclusive distribution. Ours is the opposite model and, we think, better model. Wide distribution, so listeners find the content they want, where they want. Creators build the largest audience size possible, and sponsors can scale their messages across these large audiences. Looking at the listing as measured by Podtrac and the associated revenue and earnings, the latter strategy is working. And we have yet to see an example of success anyone has had with the paywalling strategy in podcasting. - Bob Pittman, iHeartMedia

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