SCA launches LiSTNR app for radio, podcasts, music & news, effectively ending PodcastOne Australia branding
Southern Cross Austereo’s suite of digital audio brands has a new home from today, with the launch of LiSTNR.
LiSTNR will house SCA’s podcasts, radio streaming, digital radio stations, music and news offerings under one banner.
The launch effectively wraps up SCA’s PodcastOne Australia branding, with original SCA podcasts, such as Hamish & Andy, Just The Gist and The Briefing to now be branded as LiSTNR productions.
Its association with the US PodcastOne, however, continues and a selection of PodcastOne US titles will be available on LiSTNR and promoted on SCA’s media assets.
In addition, LiSTNR will expand SCA’s digital music offering, with 15 all-new linear music livestreaming channels “catering for a diverse array of moods and genres”.
There will also be four new weekly music podcasts available on-demand with full music tracks. One such program will be The Spin hosted by Linda Marigliano which will feature the “best newly released music from around the world”.
On the news side, LiSTNR will provide a new on-demand audio news and info service. It will feature hyper-local news and sport across 15 regions and 34 towns at launch, as well as a new CrimeWatch weekly report in four key markets, and The Locals’ Guide, an events guide to help locals and visitors know what’s going on in local communities.
In launching LiSTNR, SCA noted its broad reach and appeal for brands and advertisers, saying it offered “a large-scale known audience” of signed-in users, enabling dynamic ad targeting based on demographics and behaviours.
SCA said it had conducted extensive research via its SCA iQ offering across the past three years. It then identified a number of key consumer personas, known as LiSTNR Vibes which will enable a targeted buying and marketing approach for LiSTNR.
For listeners, SCA said LiSTNR will feature a “fun and intuitive onboarding process” which is built around individual listeners’ routines snd preferences.
“Highly personalised, it provides listeners a new world of audio entertainment, with their own daily feed of audio and easy discovery of new content through curated recommendations,” SCA said.
The app will be available across iOS and Android, as well as CarPlay and Android Auto, Google Assistant and Alexa and Android TV.
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SCA CEO Grant Blackley noted the world of audio opportunities coming together with the launch of LiSTNR.
“The number of Australians accessing digital audio has doubled since 2016 and is projected to reach 80% of Australians by 2024,” he said. “LiSTNR will provide a personalised listening experience that easily enables consumers to discover a new world of premium, relevant audio that is live and on demand.
“LiSTNR will be a primary generator of listening data, allowing SCA to provide an unrivalled, deep understanding of our audience. We now have the ability to deliver a valuable, targeted audience at scale for advertisers. And this is just the start. LiSTNR will continue to expand its content offering with the development of new and original premium content, along with exciting partnerships to be announced soon, making LiSTNR the new audio destination for all Australians.”
A comprehensive marketing campaign, ‘Open Your Ears’, will support the launch from next week to drive consumer adoption.