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Foxtel’s brand change and the rise of podcasts
Foxtel undergoes brand shift as podcasting rises, featuring Hillary Clinton’s High Stakes with James Manning amidst changing media landscape
Foxtel undergoes brand shift as podcasting rises, featuring Hillary Clinton’s High Stakes with James Manning discussing the changing media landscape
– Foxtel is transitioning to a streaming model, phasing out the “Fox” brand and focusing on sports content.
– Hillary Clinton’s new podcast aims for creative control, alongside a trend of broadcasters launching independent shows in Australia.
Foxtel is reshaping its business under new chief executive Peter O’Connell, with a renewed focus on streaming, sports rights and a simplified brand strategy as competition across the media landscape intensifies.
The shift is among the key developments discussed by Media Movers co-host James Manning, examining how established media companies and emerging digital players are adapting to changing audience habits.
Foxtel is phasing out the Fox branding across parts of its sports offering, moving titles such as Fox Sports and Fox League towards the Kayo brand.
However, sports remain central to its strategy, alongside drama and entertainment delivered through partnerships with international studios, including NBCUniversal.
Its shift towards streaming, including app access through platforms such as Apple TV, has helped the business compete by offering distinctive content at competitive prices.
The challenge will be maintaining subscriber loyalty as audiences gain more choices across an increasingly crowded market.
Meanwhile, the podcasting sector is creating new opportunities for established political figures and independent media companies.
Former US secretary of state Hillary Clinton is launching High Stakes, a podcast with Kara Swisher for Vox Media.
The project reflects a broader shift towards personalities building direct relationships with audiences through platforms that offer greater creative control than traditional broadcast interviews.
While Clinton’s political profile could attract significant attention, matching the broad cultural reach of podcasts such as The Joe Rogan Experience remains a considerable challenge.
In Australia, independent publishers such as Mamamia are also demonstrating how digital platforms have lowered the barriers to producing and distributing media, allowing smaller operators to compete with established broadcasters.
Together, these developments highlight an industry in transition, with established brands adapting to streaming while independent publishers and prominent personalities pursue new ways to reach audiences and build sustainable media businesses.
