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First Canadian commercial radio station launches podcasts as marketing tool

News | 04/29/2005 4:00 am EDT

Podcasts – pre-packaged audio content delivered over digital networks and downloaded to MP3 devices – are commonly thought of as the new pirate or campus radio, but one of Canada’s most mainstream content providers is set to tackle the market. On April 21, Corus Radio announced that it will begin making available downloads of some of its popular spoken word programming. The radio giant hopes it can gain traction with advertising partners to creatively sponsor the content, including the use of non-intrusive product placement. Corus Radio president John Hayes says the company is taking "baby steps" into the uncharted territory, but that he has hopes the format will lead to partnerships around high-profile entertainment content.

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