Digital Gabe
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Pandora Gets Sirius About Podcasting

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The best thing about corporate mergers is the ability to combine the strengths of both parties within the new entity.  This “1+1=3” math was on full display yesterday, with Pandora’s announcement that it would make 22 of SiriusXM’s talk shows available as streamed podcasts on their platform.  Participating shows include Kevin Hart, Andy Cohen, Ricky Gervais, Jenny McCarthy and Hoda Kotb, just to name a few.

This is a win for both parties since Pandora gets a huge infusion of quality podcasts, without having to buy content producers the way Spotify and iHeart have recently had to.  In return SiriusXM gets audience extension by repurposing existing content they’re already producing for their core satellite service.  “We’re excited that some of our most popular talk shows are now being made available to Pandora users,” said Scott Greenstein, SiriusXM’s President and Chief Content Officer. “This will be a great opportunity for new audiences to discover these SiriusXM shows, while providing Pandora with great programming, as we continue to collaborate on content opportunities for both platforms.”

The third winner in this partnership is, of course, the listener.  More variety of quality podcast content without having to pay extra or change services is easy for anyone to love.

 

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