P4 will develop a Podcast Platform with premium content based in a freemium model with part of the content accessible under a small monthly fee. The platform will be available through responsive web and iOS & Android apps. It will dedicate most of the advertising revenues to produce and buy Premium Content.
Radio in Spain will go through the same process that TV and Music: it will move from "Live" to "on Demand" formats. Despite the fact that Podcast are more and more listened, it´s still a very young ecosystem and it is not sustainable so far.
For us the solution is not to go for huge volumes of started podcasts without taking care of the quality, but to focus in TOP Content with premium users to offer this audience to the advertisers or to monetize through monthly payments.
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