'House of the Dragon' and 'Rings of Power' Face Off In Podcasting
An anonymous reader quotes a report from Bloomberg: A good fall TV run comes to an end on Sunday when HBO airs its House of the Dragon season one finale, a week or so after Amazon wrapped up the first season of The Lord of the Rings: The Rings of Power. The shows aren't done yet providing content, though. Both Amazon and HBO offer companion podcasts to keep fans engaged, and both devised wildly different approaches for their audio. The podcasts offer behind-the-scenes chats with cast and crew and strive to become the definitive place to hear conversations around their respective programming. The shows' similarities end there, however. HBO, for example, released three episodes of The Official Game of Thrones Podcast: House of the Dragon before the actual TV series aired, choosing to hype listeners up for the debut through an interview George R.R. Martin, as well as an "everything we know"-style show. Since then, the program has been released weekly alongside new episodes of the series on Sunday evenings. Michael Gluckstadt, director of podcasts for HBO and HBO Max, says the podcast will continue even after the series breaks between seasons. "There's no end date for this in sight," he said, which is atypical for podcasts the network has released in the past, including for Succession and The Gilded Age. [...] The podcast is available on all platforms, as well as on YouTube and the HBO Max app. Meanwhile, Amazon didn't release any episodes of its The Official The Lord of the Rings: The Rings of Power Podcast until the season finale. Marshall Lewy, chief content officer at Amazon's Wondery, said the team wanted the streaming series to "speak for itself." Wondery has created companion podcasts before, namely for its own podcasts that were adapted for streaming, like Dr. Death and WeCrashed, but this marks the first time the team has worked in coordination with an Amazon series. "This is really our first opportunity to do a partnership like this connected to Prime Video," Lewy said. The podcast now receives front-and-center promotion ahead of each streaming video episode, which is the first time the coveted space has promoted something other than a Prime video series, he said. A promotion for The Official The Lord of the Rings: The Rings of Power Podcast that surfaces on Prime Video. The podcast is only available on Amazon Music, the Wondery app and Audible, a critical difference from HBO's strategy. Lewy said this decision made sense given that anyone watching the show is a Prime subscriber and can freely access Amazon Music. "The effort put into these podcasts not only speaks to the need to increase fan engagement with the programming but to create an ongoing dialogue with viewers so they don't drop off from season to season," writes Bloomberg's Ashley Carman. "A person's podcast time likely differs from their streaming time, which in theory minimizes the risk of cannibalizing the hours that viewers could be spending on other Amazon or HBO series." "The video services want more than just sixty minutes of their viewers' attention once a week -- they want to be a part of their day and part of their conversations with friends for as long as possible."
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