One of the first programs I worked on at Voice of America was a 30 minute podcast called Asia Weekly. Over time, the needs of the audience changed, and it morphed into a 2-3 minute video analysis piece.
However, with the increaase in reporting by our Asia-based staff, it no longer seemed relevent when looking at the metrics.
Rather than killing the product, we took a look at what was working and made a change.
By far, one of the most popular series I have creted has been Asia in a Minute.
So the decision was made to alter Asia Weekly and make it a companion piece to that. Monday through Friday, Asia in a Minute provides a look at the days top three stories in 60 seconds, then Asia Weekly pops in on the weekend offering an expanded view at five of the top stories with relevant updates.
This is the first week we’ve run this, and already the metrics show it was the right decision.