Global has partnered with MTV UK to help the broadcaster make its debut in podcasting. The deal will see the launch of five audio programs to complement MTV UK’s television shows. Celebrity Ex on the Beach and Geordie Shore are two of the TV titles confirmed to be getting the companion podcast treatment. Under the terms of the partnership, Global’s DAX digital ad exchange will be the advertising sales and distribution partner for the podcasts.
“This latest move into audio from MTV will not only be welcomed by podcast and TV fans but brands and advertisers too,” Global Director of Commercial Digital Ollie Deane said. “Podcasts create context for brands to connect with hard to reach audiences, one to one. With demand for spoken word content at an all-time high, MTV’s first steps into podcasts represent an exciting proposition for advertisers. Using Global’s reach on-air, online and through DAX, we’re looking forward to working in partnership with MTV to make their slare of new podcasts a huge success.”