Audio used to be the property of radio. But these times are gone. Newspapers are crossing the borders. Francesca Panetta (The Guardian), head of audio, has been a radio maker for a long time, before she went to the Guardian five years ago. Today she and her team produce 30 minutes podcasts ("intelligent high quality audio") of all kinds, including documentaries. Successfully: The Guardian website counts 375.000 listeners a week.
Usually the print journalists come up with the ideas and topics, whereas the radio journalists do the audio and video programmes. Multimedia is a growing part of the company (costs: £ 3M/year), Panetta says, and their task is to implement the Guardian's "Digital First" strategy. Multimedia projects, audio slides, an IP TV channel, long format TV - "the Guardian, 190 years old, is a very agile company", as Panetta puts it. "They are not afraid of failures. When I came there was just a newspaper website. 'Launch something else', they said to me. And we do. It's a really exciting place to be."