iHeartMedia unveils new audio-only programming initiative, Jared Leto one of the hosts

The comeback of podcast as a format is now a fact - especially after Serial’s success. People are slowly transitioning from traditional radio to on-demand listening and audio-only content is very attractive since it works well in the car, on the go or at the gym. 

iHeartMedia has gone to great lengths to study the effect of audio content on the mind, commissioning a study that demonstrated that audio-only content generates double the amount of brain activity as the mind tries to fill in the blanks left by the lack of visuals. 

Engagement is a good thing for sponsors, in fact the company presented these results at its first ‘SoundFront’ event where it unveiled a number of new audio-only programs that it was pitching for sponsorships - Billboard reports. 

From a music perspective, the most interesting program announced is “Heart Of The Beat”, produced by Jared Leto. Leto has demonstrated his skills as narrator via the documentary Artifact and the new series would focus on storytelling around the idea of the craft of music. 

iHeartMedia has the advantage of being able to push programs both across its network of stations and online through its growing on-demand channel. This means that traditional radio listeners may discover a program in the traditional way but go on to catch-up or experience it on the web later on.

The programs - if distributed for free in podcast form - would also have the opportunity to resonate internationally just like Serial did. If iHeartMedia's advertising partners bite, this could spell the beginning of a whole new line of high-end podcast productions.

(Andrea Leonelli)