Motorola announced that it has entered into a three-month strategic marketing partnership with The Podcast Network (TPN), the world’s first commercial podcast network.

The deal sees Motorola become the first site-wide anchor tenant of The Podcast Network with highly visible advertising from banner ads through to audio spots in podcasts across the broad range of channels offered by TPN at www.thepodcastnetwork.com. Motorola will also offer podcasts with senior Motorola executives on a number of topics from handset design to mobile music.

“Podcasting is clearly growing at a rapid rate and is quickly becoming a powerful marketing tool,” Mr Stewart said. “It allows us to reach out and communicate to a very targeted and worldwide consumer base and create a high impact conversation with some of our brand’s most valuable audiences on a regular basis.”

“Podcasting provides an additional layer that naturally leverages other online marketing techniques. It should not be viewed as a replacement, but as a medium that can be integrated into the overall online marketing mix.”

Mick Stanic, Co-Founder of The Podcast Network, said that having Motorola onboard as TPN’s first site-wide anchor tenant is a great coup for the network.

“As The Podcast Network delivers over 35 weekly channels of niche content to over 100,000 listeners a month in around 150 countries, it is important for us to work with a Company that has global appeal and relevance to our entire audience,” said Mr Stanic. “Partnering with Motorola helps educate the marketing world about the many advantages of getting involved with podcasting as a medium for not only advertising, but also to interact directly with a powerful and worldwide community.”

The agreement is highly relevant for Motorola given the recent launch of the Motorola ROKR, which allows people to download their favourite podcasts direct to their mobile phone.

Motorola intends to use the TPN sponsorship to promote the ROKR, as well as other upcoming handsets, and also to position the edgier side of the Motorola brand. Motorola will give podcast listeners the opportunity to interact with Motorola executives by allowing them to submit their own questions to be posed in upcoming podcasts.