Bauer Media Audio has become a launch video content provider for Amazon’s Fire TV Channels, extending the distribution of its video and video podcast content beyond its own platforms.
The service is already available in the United States and is expected to launch in the U.K., Germany and Canada in the coming months.
As part of the agreement, Fire TV users will gain access to video content from several Bauer Media Audio brands and podcasts. In the U.K., these include Hits Radio, KISS, “Pete Wicks’ Man Made,” “What’s My Age Again?” with Katherine Ryan and “Lost in Translation.” In Ireland, content will include Off The Ball, Newstalk, “Talking Bollox,” “Mark Mehigan’s Weekly Roast,” “Stall It” and “Family Flowers Only.”
The move reflects a broader trend among audio broadcasters, which are increasingly producing video versions of radio shows and podcasts for distribution across streaming, social media and connected TV platforms. Studio cameras and video-first production workflows have become an increasingly important part of audience development strategies as broadcasters seek to reach consumers across multiple platforms.
According to Bauer Media Audio, the partnership will make its video and video podcast content available to Fire TV users without subscription barriers, creating additional opportunities to reach audiences beyond its owned-and-operated services.
Launching on Amazon Fire TV marks an important step in scaling our audiovisual distribution and unlocking new commercial opportunities across connected TV
Tobias Nielsen, senior vice president of digital at Bauer Media Audio
Increasing engagement
Tobias Nielsen, senior vice president of digital at Bauer Media Audio, said, “Launching on Amazon Fire TV marks an important step in scaling our audiovisual distribution and unlocking new commercial opportunities across connected TV. By bringing our U.K. and Ireland brands to Fire TV’s curated channels platform, we’re expanding our reach beyond owned platforms and creating new high-value advertising opportunities.”
Charlie Brookes, director of digital at Bauer Media Audio U.K., said, “We are excited to collaborate with Amazon Fire TV as a launch video content partner and the opportunity to bring our wide range of Bauer Media audiovisual content to new audiences with changing consumption habits. This partnership enables Bauer Media Audio to showcase its wide range of owned-and-operated content from unmissable entertainment brands. We are committed to creating brilliant content that engages audiences on-air, in podcasts and on screen, while expanding our audiovisual reach.”
Bauer Media Audio says the initiative forms part of its strategy to expand its audiovisual business and increase engagement across multiple distribution platforms.
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