Singapore Press Holdings is investing more in audio, launching its digital streaming app called Awedio.
The free to use platform will carry live streaming of SPH Radio stations, SPH news publications’ audio offerings, and local podcasts. Listeners can also catch up with radio shows on demand.
“The pandemic has brought about a resurgence in national pride and digital content consumption, and Awedio certainly fits the bill in paying homage to the local culture with its hyperlocal digital audio content,” said Sim Hong Huat, the general manager of SPH Radio.
“The team is constantly devising ways to enrich our users’ experience and will continue to deliver value to our unwavering base of listeners and advertisers.”
What is Awedio?
The app will carry original and exclusive local podcasts, with topics ranging from health, entertainment, true crime, supernatural phenomena, and even bedtime stories for children through ‘The Land before Bedtime’ podcast narrated by radio personalities Tim Oh, Carol Smith, Desiree Lai, Angelique Teo and Charmaine Phua.
Listeners can listen to podcasts from The Straits Times, Lianhe Zaobao and The Business Times. This includes The Business Times’ Mark To Market and Berita Harian’s #NoTapis podcasts.
Upcoming features include the integration of social elements such as in-app messaging, uninterrupted access to the radio shows’ Facebook Live streams, the ability to cast audio on other broadcast devices and more.
Why is this important?
SPH Radio claims its podcast numbers have seen a twofold increase in 2020, showing a growth in the audience who are interested not only in traditional linear radio programming, but also non-linear on-demand quality audio content.
Other publishers like BBC have previously invested in audio as well. It launched Project Songbird in 2020, a smart text-to-speech based commercial proposition for its digital properties to allow its audiences to listen to their favourite feature articles hands-free without the need to actively click and browse.
The rise of Clubhouse and other audio-based social media platforms are looking to address market demand for a more interactive podcast.