Popsugar launches first podcast with former Big Brother winner

Allure Media’s Popsugar has launched its first podcast, in partnership with Acast Australia.

Known as Popcast, season one of the podcast will be hosted by 2013 Big Brother winner Tim Dormer, who will explore life after reality television.

The first season will be run by Big Brother winner Tim Dormer

The first episode will see Dormer guided by psychologist Jacqui Manning, as he reflects on the impact of reality television, and how it led him to celebrate his sexuality.

A second episode will see him chat with former Big Brother housemate Tully Smyth.

The podcast episodes will be released fortnightly through Apple Podcasts and Acast.

Alison Rice, group publisher of Popsugar, Who What Wear, Byrdie and MyDomaine Australia, said building a brand – Popsugar Australia – strong enough for its own podcast was a massive achievement.

“Disregarding the measurement lag, audience fragmentation has been a positive discovery experience for us as a brand. We’re powering the optimism and dreams of women everywhere – whether that’s through traditional stories on our website or app, in our Facebook Group, on Instagram or now, excitingly, through our podcast… we’re pretty buoyed by it,” Rice said.

She added data and insight informed the first theme for the podcast.

“We have a healthy reality TV audience – that’s why we launched a Facebook Group dedicated to discussing and dissecting it, and now our podcast, which covers reality TV from an entirely different perspective.

Rice said the “appetite” from audience and advertisers will influence what the second season might be about.

Guy Scott-Wilson, content director at Acast Australia, said the company was delighted to help Popsugar Australia find new ways to connect with audiences.

“Since we launched here in August last year we have been seeking likeminded content creators to work with, with a particular focus on certain key categories.

“Women’s lifestyle has been one of those categories, and in Popsugar Australia we have found a great partner with an incredibly positive and brand safe tone of voice, and a high-reaching, loyal audience who have grown up reading the site,” Wilson said.


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