Audacy Acquires WideOrbit Streaming Unit, Expanding Its Audio Capabilities

Audacy39s level of satisfaction with a technology for its various audio enterprises the streaming process developed by a division of WideOrbit led the company formerly known as Entercom to acquire the division last month Like Kiam Audacy believes the process now renamed AmperWave will trigger more choice and functionality for its audiocentric audiences along with new revenue opportunitiesquotWe wanted to control our own destiny by focusing on a streaming solution that would deliver premium quality audio and new innovative features to our listenersquot explained Sarah Foss Audacy39s Chief Information OfficerIn explaining the importance of this investment she referred to Audacy39s mobile app the use and growth of its services through smart speakers and what it39s doing with connected cars With the new technology quotwe could actually increase their engagement and deliver brand new featuresquot she saidAudacy operates more than 240 radio stations nationwide many of them available to listeners anytime through websites smartphones smart speakers and lately in a growing number of markets smart TV sets and gadgets In the surging universe of podcasting Audacy owns a pair of popular podcast venturesamp160Cadence13 which is home to We Can Do Hard Things with Glennon Doyle Gangster Capitalismamp160and The Tony Kornheiser Show andamp160Pineapple Street Studios with a roster of series thatamp160 includes Back Issue Heaven39s Gate adapted for an HBO Max docuseries last year and Wind of Change which Hulu is developing for a TV series runOff the bat AmperWave will become the technology foundation for delivering premium audio experiences among consumers The platform is flexible enough to manage content to the multiple devices that consumers use to enjoy and engage with audio Foss defined premium audio as quotrecognizing that you want it to sound great enabling listener control of content available on all the different platformsquotThose things are missioncriticalquot she saidAudacy is one of WideOrbit39s largest clients for other products Negotiations to control the audio streaming operation started after Audacy saw the integrations it has with other WideOrbit technology at a number of radio stations quotIt just became a very organic conversation of how we could look at their process a small part of their businessquot said Foss quotWhat if we could move forward and take control of the destiny of this particular platform so we can make it purposebuilt for audio publishers and radio stations across the countryquotThat39s why Audacy will offer AmperWave to other radio station owners podcast creators and other audio business entities as the company expands the operation quotThis is a profitable centerquot Foss said quotWe39re excited about where it39s going to go in the futurequotFoss foresees applications that give listeners more control over what they hear and where they hear it coming their way in short order An arena where AmperWave will have a nearterm impact in Foss39 estimation is delivery of digital audio advertising messages and campaigns Using this technology specific commercials or campaigns can be fed in a timely manner to specific demographic audiences programming or platformsquotThe more relevant the ad is the more local it is the more important it becomes and the better the experiencequot Foss concluded quotWe believe there39s growth for AmperWave As we add additional features and functionality we get more sophisticated with podcast ad inventory as a nascent or new audio mediumquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Audacy Acquires WideOrbit Streaming Unit, Expanding Its Audio Capabilities

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Simon Applebaum

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