Allure Media’s Popsugar Australia has launched its first podcast: Popcast.
The new venture – made in collaboration with Acast Australia – will see 2013 Big Brother winner Tim Dormer host season one, discussing all things life after reality television.
Group publisher of Popsugar, Who What Wear, Byrdie and MyDomaine Australia, Alison Rice, said of building a brand strong enough to support at podcast: “Disregarding the measurement lag, audience fragmentation has been a positive discovery experience for us as a brand. We’re powering the optimism and dreams of women everywhere – whether that’s through traditional stories on our website or app, in our Facebook Group, on Instagram or now, excitingly, through our podcast… we’re pretty buoyed by it."
Rice added that data and insight informed the first theme for the reality TV-themed podcast: “We have a healthy reality TV audience – that’s why we launched a Facebook Group dedicated to discussing and dissecting it, and now our podcast, which covers reality TV from an entirely different perspective.
In a post to Popsugar, the site announced that the season will see "some of Australia's most talked about contestants from shows including Big Brother, The Bachelor and The Bachelorette, open up about what really went on when the cameras weren't rolling, and the impact sudden fame has had on their lives."
Acast Australia content director Guy Scott-Wilson said the company was delighted to help Popsugar Australia find new ways to connect with audiences: “Since we launched here in August last year we have been seeking likeminded content creators to work with, with a particular focus on certain key categories.
“Women’s lifestyle has been one of those categories, and in Popsugar Australia we have found a great partner with an incredibly positive and brand safe tone of voice, and a high-reaching, loyal audience who have grown up reading the site."
