Rogers Media is adding to its podcasting business through the acquisition of Pacific Content, an independent production and marketing company formed five years ago by a number of former employees of the CBC.
Pacific Content, which currently employs 22 people based in Vancouver, works with companies and advertisers to attract audiences using audio storytelling techniques, reports the CBC.
One of its more recent clients is Facebook, which commissioned Pacific Content to create the "3.5 Degrees" podcast about business leaders and entrepreneurs.
Facebook's series was released Jan. 13 through the Apple, Google, Stitcher and Spotify podcast platforms.
Rogers didn't disclose how much it's paying for Pacific Content but did say it will complement the Frequency Podcast Network that it launched last year.
"They wanted to make a show for a business audience," Pacific Content co-founder Steve Pratt said in an interview.
As podcasting grows, screen adaptations attempt to transition from audio to video
This type of commissioned content aims to build a sponsor's brand by attracting an audience, Pratt said.
"Podcasting is a big part of the future of audio. We quickly identified its immense potential and are being aggressive in this space," Julie Adam, Rogers Radio senior vice-president, said in a statement.
Rogers Communications Inc. owns one of Canada's largest media businesses, which includes 56 radio stations, 29 local TV stations, the Sportsnet specialty TV channels and the Toronto Blue Jays major league baseball team.
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