Ticker Studios is stepping deeper into branded content, launching a dedicated podcast and vodcast service with real estate analysis firm Hotspotting as its first client.
The move marks a strategic expansion for the studio arm of 24/7 digital news channel Ticker News, which has built a reputation for branded television and video production.
CEO and founder Ahron Young told Mediaweek the new offering is a natural evolution: “We essentially pivoted last year and started thinking about using our studios a bit more openly.”
The former Sky News Australia journalist spent more than a decade at the network before deciding to “take the leap” and build something of his own. That was more than five years ago, with Young’s relentless work ethic helping to shape Ticker into a global streaming brand.
Now it’s turning its attention to podcasting.
Tim Graham, GM of Hotspotting recording its podcast at Ticker Studios
First client and beyond
Along with Hotspotting, Young said Ticker has more branded podcast deals are in the pipeline, adding that he sees strong demand in the market.
“We had a few clients in who recorded their show and told us they wanted a way to do it on a more regular basis,” he said.
To meet that demand, Ticker created what it calls commercial shows. “We work with businesses to create those shows and they can record four episodes once a month, which then becomes a weekly programme that we run on Ticker.”
Young said the team at Ticker also take care of services like social cutdowns so companies can run their show on their sites. The model has proven effective not just for brand visibility but also the bottom line.
“We’ve had businesses say to us that it’s increased revenue just by doing that by 40% for them,” he said.
Building the model
Ticker Studios is the branded content arm of Ticker News, which reaches more than four million people globally each month and has produced work for Visa, AusIndustry, Schneider Electric, Claxtons, SoSafe and My Perfect Cosmetics.
Young explained how the model came together: “We don’t charge clients to come on Ticker – we monetise by allowing clients to buy their interview clips. That’s been our bread and butter for a really long time.”
He added: “So the whole concept is we partner with them, we use their style guide and their brand kit to create an entire toolkit so that it’s their show, it’s all of their graphics, their look, their style. So they’re using a TV news channel’s production methods, to create a bespoke product.”
Ticker Studios offers brands the opportunity to podcast and vodcast in the Melbourne CBD studios or via remote dial-in
Facilities and speed
The new podcast and vodcast studios are located in Melbourne’s CBD, designed by Mel Nichols – known for sets at Fox Sports, Sky News and Channel Seven. Remote dial-in options are also available.
Young said speed is what sets Ticker apart: “Most competitors that we have out there in the video podcast are shooting on these beautiful cameras that take forever to edit. Whereas for us, by the time a client leaves the studio and gets to the car park, the content’s in their inbox.”
“We handle the whole thing, help you with your stories, help you with the guests, help you with the structure of the programme. You come and sit down, host a show, get up, walk out the door, and you’ve got all the content from the full show with graphics to no graphics to social cutdowns.”
He added: “We use AI, we have built our own student newsroom IP, so we can create content faster than the networks. We have had network chiefs in here saying, “God, I wish we could do this.”
That, said Young, is key to keeping the company ahead of the curb: “We innovate non-stop.”
A broader ecosystem
Ticker Studios’ growth comes alongside Ticker News’ expansion in global streaming, with distribution partnerships across Flash News, Comcast/Xumo, NewsWorld, Samsung TV Plus and LG TV Channels.
For Young, the mission is clear: “We see ourselves as an innovative global leader in the streaming space that’s a safe place for brands to appear because we have trusted editorial environments.”
He continued: “We are careful to strike the right balance between editorial and being paid. I don’t call it advertising because we don’t do advertorials. The whole point is that it’s information.”
Looking ahead
As branded content becomes more competitive, Young is confident in Ticker’s positioning: “We have CEO’s come in wanting to do shows with their CMO’s who usually stand with their arms crossed asking why they should spend $2,000 or $3,000 a month making content with you?”
Young’s positioning? “They’re probably paying that marketing person $15,000 a month, as well as everything else on top of it. The big question is are they actually making you any content or are they just leading you to conversations with someone like me who actually makes the content?”