LBC set to launch upgraded premium podcasting service

LBC, the Chrysalis Radio owned London speech station, is relaunching its subscription podcasting service early next year with new super premium content and an improved advertising offer.

The second generation service, which will be launched in February, has been redesigned to make it easier for people to find and download content. It will also offer "premium" premium content that listeners will have to pay extra for.

The revamp will include an improved offer for advertisers. A new database will allow the station to collect specific data about subscribers. This will be used alongside a function to allow the station to update ads on podcasts so they can be targeted more effectively.

LBC claimed it was the first to launch paid-for podcasting when the service was introduced at the start of the year (MW January 12). LBC managing director David Lloyd says it will have 10,000 subscribers by the end of this year. The service costs £12 for unlimited content for six months.

It is understood that the station is considering video-casts of presenters, or special events as part of its special premium content. It will also include programming made specifically for the service, including celebrity specials.

The new service, which is also expected to be rolled out to other Chrysalis-owned brands such as Heart, will be promoted on-air and through its existing subscriber base.