Global, the media company that is probably best known on this side of the Atlantic for operating the Digital Ad Exchange (DAX), is no stranger to content. It operates a variety of radio brands in the U.K. Now it is partnering with ad giant’s Dentsu’s content arm The Story Lab to expand its podcast lineup. The two companies have drawn up plans to release six podcasts within the next year.
The series will cover the true crime, comedy, entertainment, and sport podcasts genres. And DAX will drive programmatic ad sales and offer advertisers rich listening insights and performance metrics. Global and The Story Lab say they are also designing the podcasts for potential monetization through television or film adaptations as well.
“Our shared ambition is to drive the U.K. podcast industry forward at pace and create compelling partnership opportunities for advertisers,” said Katie Bowden, Director of Commercial Audio at Global.
The first series to launch is Hunting Ghislaine, a podcast that will tell the story of the former associate of Jeffrey Epstein, Ghislaine Maxwell, who is accused of child sex trafficking and perjury and currently awaits trial in New York. “There is huge human interest in Ghislaine Maxwell. This is a story that needs to be told,” said James Morris, Executive Director of Creative for Dentsu UK & Ireland.
The six-episode series will be hosted by investigative reporter John Sweeney who has worked at the BBC and The Observer newspaper. Hunting Ghislaine is scheduled to debut November 19 with new episodes released Thursdays. “This is a dark fairy story of our times, about how power and money and connections can, for a time, blind justice. But not forever,” said Sweeney.
On its own Global has already been releasing podcasts this year including Spencer & Vogue, the podcast from celebrity couple Spencer Matthews and Vogue Williams; I Can't Believe It's Not Buddha from comedian Lee Mack and Neil Webster; and What Next with Lionel Barber, the former editor of the Financial Times.