In what’s being called “a sign that what is old is new again,” General Electric Co. is producing a science-fiction podcast series. Reuters reports that the series represents an effort by GE ” to raise its profile among a younger, tech-savvy audience.”
“GE, in partnership with The Slate Group’s podcast network Panoply, is running ‘The Message,’ a fictional eight-episode podcast that will follow the decoding of a 70-year-old message from outer space,” Reuters reports. “The cryptologists decoding the message turn to a real ultrasound technology developed by GE to decode the messages.”
The inspiration for the production reportedly comes from another foray into television by the company way back in the earliest days of the medium, when Ronald Reagan hosted the 1950s anthology series “GE Theater.”
Andy Goldberg, GE’s global creative director, said the company is presenting its own series rather than inserting ads into other podcasts because GE wants to raise brand awareness without having the effort come off as advertising.
“The 40-60 minute spots, which begin Oct. 4, will be advertisement-free and will be available for download for free,” the report notes. “Goldberg declined to comment on how much GE is spending on the podcasts.”