Planet Broadcasting aims to launch Australian comedians into US market

Creators of the popular Youtube channel Mr Sunday Movies and the iTunes podcast The Weekly Planet, are launching into the Australian market with a network designed to support Australian comedians.

Planet Broadcasting

Married couple James Clement and Claire Tonti have created network Planet Broadcasting which aims to break Australian comedians into the world market by cross-promoting their content through their Youtube, social media and podcasting channels.

Claire Tonti, business partner and wife of Youtube sensation Goat Han Solo, James Clement, said: “We want to create something similar to Gimlet Media or Earwolf in Australia”.

The couple have been successful in the US and are hoping to bring their success to the Australian market by creating one network.

Planet Broadcasting is the end result of a project that began with James Clement’s Youtube channel, where he releases weekly videos of himself reviewing popular comic movies, television series and books, which expanded into a podcast with his friend Nick Mason.

Tonti said: “They’ve got about 250,000 people that download their podcast every week – mainly in the US, 50% are in the US, some in the UK and not many in Australia.”

The Youtube channel Mr Sunday Movies has: “600,000 subscribers and over 1 million downloads or hits a month”.

“Generally videos get about 200,000 downloads but sometimes they can be up to four million, depending on the content and whether the video catches eyes,” Tonti said.

“The idea is for us to start expanding to Australia because we are Australian and based in Melbourne.”

"Planet Broadcasting will be the Avengers of podcasting" said Tonti.

“Planet Broadcasting will be the Avengers of podcasting” said Tonti

“The podcast is getting similar numbers and earning us similar dollars to what his Youtube channel is. Podcast is the new frontier, really, and that’s where we’re going next,” she said.

Planet Broadcasting has partnered with Sniffer Dog Studios to create cross-promotional content and find sponsorships for comedians.

The pair are also talking to in-house production company, Stupid Old Studios, regarding Australian content and talent to partner with Planet Broadcasting.

Tonti said their Youtube and podcasting success was attributed to the consistent weekly content created and this focus would continue through to the new platform.

“I would say consistency is a massive part of it, consistency in terms of when you release, your content and consistency in audio quality, production and concept,” she said.

The couple are looking to collaborate with brands to create native content using the podcasting platform to allow for originality and brand personality.

Using podcasting is key for the couple as the platform allows for a community where brands are able to be in the ears of listeners on the move.

“You’re right there talking into people’s ears while they’re going to work on a Monday morning and while they’re washing the dishes or driving in their car and they’re listening because they love the content that you are creating,” Tonti said.

“We work really hard with brands to make sure what we create is fun, it’s funny and it’s not your average ad. It’s integrated ads so listeners will know it’s an ad but it’s done kind of tongue-in-cheek and it’s really personalised; that’s the beauty of media podcast ads.”

The couple have had US partnerships with Netflix, Loot Crate, Squarespace, Casper and Harry’s Shavers, and are looking for Australian brands to partner with for their launch into the local market.

Loote Crate’s partnership with Mr Sunday Movies and The Weekly Planet saw the creation of an original hashtag integrated throughout their show.

The pair are looking to create similar native content with Australian brands looking to curate new native and different content through their new platform.

“They’ve created their own hashtag their listeners all use as an in-joke which are also part of the brand. It really happens organically, it’s really fun and that’s what we’re looking at now,” Tonti said.

“The brand or the ads that you get on board connect directly with what they’re listening to and so it works really well for brands and it works really well for audience and it works really well for us.”

Looking for Australian brands “interested in jumping on board” is at the forefront of the couples business plan.

The network will be launched in March next year just before the Melbourne Comedy Festival.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.