Why audio is embracing video — with News Broadcasting’s Dave Wilcox and Russell Pedrick

2026-02-09

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At the end of January, The Media Leader held its first ever Audio In Focus Week. The audio landscape is evolving at a breakneck pace – with growing digital audio audiences, and audio businesses moving into video production. So, we decided to dedicate an entire week’s worth of our coverage to exploring the innovations, strategies and voices shaping the media channel.The week was launched in partnership with Octave Audio, the digital audio marketplace owned by News Broadcasting.During the week, host Jack Benjamin sat down with Octave’s manag...

At the end of January, The Media Leader held its first ever Audio In Focus Week. The audio landscape is evolving at a breakneck pace – with growing digital audio audiences, and audio businesses moving into video production. So, we decided to dedicate an entire week’s worth of our coverage to exploring the innovations, strategies and voices shaping the media channel.

The week was launched in partnership with Octave Audio, the digital audio marketplace owned by News Broadcasting.

During the week, host Jack Benjamin sat down with Octave’s managing director Russell Pedrick, as well as News Broadcasting commercial director Dave Wilcox, at in News' London Bridge studio to discuss how the company’s audio offering has developed over the past year.

Octave came under the full ownership of News UK last summer, after News bought out Bauer’s share. Bauer went on to launch its own digital audio marketplace, AudioXi.

Pedrick was appointed MD in April ahead of the relaunch of Octave, and he’s since worked to expand the service to encompasses visual inventory as well, as News Broadcasting products talkSport, Times Radio, Virgin Radio and Talk Radio transform from radio and podcast shows to visual shows commonly watched online and on TV screens.

Pedrick and Wilcox discussed audio's transition to video, Octave’s new AI product, and why they believe digital audio is undervalued in the current market. Hint: it involves needing better measurement standards.

Highlights:

5:03: Octave's strategic priorities

7:31: Octave AI: balancing generative AI creative with desire for the human element

12:04: Audio and video are merging, creating new commercial opportunities

18:53: Embracing an omnichannel approach and a platform-led audience strategy

24:04: Does podcasting need its own JIC?

27:24: World Cup opportunity and why digital audio is undervalued

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