Manorama Online has set out to redefine how newsroom content can be experienced with its audio journalism initiative, MO Podcast.
In an INMA Ideas Blog, lead producer at the Kerala, India publisher Seena Antony tells how by placing storytelling, depth and engagement at its core, the podcasts reimagine news for the ear
The move comes in the context of a rapidly evolving media landscape, where audience attention is fragmented and consumption habits are shifting beyond text, with an ambitious attempt to build a ‘news-plus’ audio ecosystem at its heart.
“Today, the initiative features 13 distinct podcast series spanning a wide range of topics, including news, crime, entertainment, spirituality, health, career guidance, gender issues and children’s content,” she says. “Each series is designed not just to inform but to immerse.”
What sets the initiative apart is its storytelling approach. Instead of merely reading articles, each podcast combines factual reporting with narrative structures, conversational presentation styles, expert voices, and carefully designed soundscapes.
Background scores and audio cues enhance emotional depth, while editorial rigour ensures accuracy and credibility. “The result is journalism that feels alive, intimate, contextual, and engaging,” says Antony.
Launch of MO Podcast was not an isolated experiment but part of a larger newsroom vision to build a sustainable, owned audio ecosystem. The goal was clear: to make audio a daily consumption habit driven by trust, relevance, and consistency rather than relying heavily on third-party platforms.
To achieve this, the team identified content verticals where audio storytelling could add the most value. Based on audience behaviour and editorial strengths, key focus areas included news, analysis, crime, fiction for both adults and children, career, health, entertainment, business, gender, and spirituality.
“Each podcast was then developed with a distinct identity,” she says. “Tone, structure and format were carefully aligned with the expectations of its target audience, moving away from a one-size-fits-all approach toward tailored listening experiences.
“For instance, the popularity of crime stories led to the creation of Crime Beat, a podcast that elevates reportage through cinematic sound design and dramatic narration. The show blends investigative depth with storytelling techniques typically associated with audio documentaries, offering a compelling, almost visual experience through sound alone.
A key factor behind the success of MO Podcast is its distribution strategy. Instead of treating podcasts as standalone products, they are deeply integrated into the editorial ecosystem.
Each show is cross-promoted within relevant sections of the website, ensuring contextual discovery. A health podcast appears alongside health articles, while career-focused shows like Kettukondu Padikkoo are featured within education and career pages. Business podcasts such as Bulls Eye are embedded within financial coverage.
Similarly, Commentadi complements news analysis, AyinU aligns with women-centric content, and Crime Beat is positioned within crime stories. Children’s podcasts are placed in sections dedicated to young audiences.
This contextual placement enhances relevance and improves listener retention, as users are more likely to engage with audio content that aligns with what they are already reading or searching for.
Seena Antony says the results of this strategy have been significant. “At launch, Manorama Online had around 1,000 active audio users. Within just 11 months, that number had risen to 46,000. Total consumption crossed 1.2 million audio downloads, reflecting both scale and engagement.
“Equally notable is the nature of this growth. Despite distribution across major streaming platforms, a majority of listeners access podcasts directly through Manorama Online. This underscores strong brand trust and the effectiveness of owned distribution.”
Content performance further highlights audience preferences. The health podcast has emerged as the most consumed format, with more than 140,000 downloads, followed by the spiritual podcast and Crime Beat. This indicates a balanced demand for both service-oriented journalism and narrative-driven storytelling.
“MO Podcast is more than a collection of shows,” she says. “It represents a shift in how journalism adapts to changing user behaviour. By combining editorial strength with storytelling innovation and strategic distribution, Manorama Online demonstrates that audio can be a powerful extension of the newsroom.
“As digital audiences increasingly seek flexible and immersive ways to consume content, initiatives like MO Podcast offer a glimpse into the future of journalism, where stories are not just read, but heard, felt and experienced.”