Southern Cross Austereo (SCA) has launched LiSTNR, a curated and personalised, free app offering radio, podcasts, music, and news, creating a new audio destination for all Australians.
Three years in development and following extensive research into consumers’ evolving audio habits and needs, LiSTNR consolidates all of SCA’s existing digital audio content plus a range of new premium content, all located in one free and easy to use app.
LiSTNR aims to deliver an audio destination that is built for individual listeners’ routines and preferences. Highly personalised, it provides listeners a new world of audio entertainment, with their own daily feed of audio and easy discovery of new content through curated recommendations. It will be available across a large array of devices including both iOS and Android, CarPlay and Android Auto, Google Assistant and Alexa and Android TV.
SCA, CEO, Grant Blackley, said: “The number of Australians accessing digital audio has doubled since 2016 and is projected to reach 80% of Australians by 2024*. LiSTNR will provide a personalised listening experience that easily enables consumers to discover a new world of premium, relevant audio that is live and on demand.”
“LiSTNR will be a primary generator of listening data, allowing SCA to provide an unrivalled, deep understanding of our audience. We now have the ability to deliver a valuable, targeted audience at scale for advertisers. And this is just the start. LiSTNR will continue to expand its content offering with the development of new and original premium content, along with exciting partnerships to be announced soon, making LiSTNR the new audio destination for all Australians.”
LiSTNR will house more than 100 premium original local, national and global podcasts. LiSTNR will feature SCA’s depth of digital content including live radio streams, radio podcasts and digital music stations via its Hit and Triple M networks.
Exclusive to LiSTNR, SCA is introducing an expanded music offering with 15 all-new linear music live streaming channels, catering for a diverse array of moods and genres. In addition, LiSTNR will feature four new weekly music podcasts that are available on demand with full music tracks. Leading the line-up will be musician Linda Marigliano, who will create a brand new music show called ‘The Spin’ featuring the best newly released music from around the world.
LiSTNR will provide a new on demand audio News and Info service. Initially it will include hyper local News and Sport reports across 15 regions and 34 towns in Australia, a new CrimeWatch weekly report in four key markets and The Locals’ Guide – a purpose built events guide to help locals and visitors to know what’s on and enjoy their community.
Extensive external research by SCA iQ of 2,500 Australians over three years focused on user experience and audio consumption, has identified a number of key consumer personas, known as ‘LiSTNR Vibes’, that enable a targeted buying and marketing approach for LiSTNR.
A comprehensive marketing campaign, using the theme “Open Your Ears” on owned and digital media will drive consumer adoption, and launches nationally next week. The app can be downloaded here.