EntertainmentAI

Why Audio Is Embracing Video — with News Broadcasting's Dave Wilcox and Russell Pedrick

The Media Leader
The Media Leader•Feb 9, 2026

Why It Matters

By merging AI‑driven audio with video distribution, Octave gives brands a cost‑effective, cross‑platform reach, forcing the advertising ecosystem to upgrade measurement standards and rethink budget allocations.

Key Takeaways

  • •Octave expands from audio-only to include video, CTV, display.
  • •Launch of Octave AI automates audio creative, cutting time and cost.
  • •News UK integrates visual studios, merging audio shows with YouTube streams.
  • •Brands like M&S and Sky use dynamic AI-driven audio ads locally.
  • •Measurement standards lag, undervaluing digital audio in advertising market.

Summary

The Media Leader podcast episode explores why digital audio firms, led by News UK’s Octave, are rapidly adding video, CTV and display to their portfolios. After News UK acquired full ownership of Octave last summer, the marketplace is being repositioned from a pure audio exchange to a broader audiovisual hub.

Key initiatives include the launch of Octave AI, an automation platform that generates high‑quality audio creatives and dynamic ad variations in minutes, and the installation of cameras in the News building’s studios to stream radio shows on YouTube and other visual channels. The team highlighted recent commercial wins – a localized M&S store launch and a real‑time Sky F1 campaign – that showcase the speed and cost efficiencies of the new tools.

Russell Pedrick noted, “Octave AI has already delivered commercial success and award‑worthy case studies,” while Dave Wilcox emphasized the natural convergence of audio and video, citing TalkSPORT’s 5 million‑plus monthly YouTube viewers driving back traffic to the audio brand. Both executives stressed that AI can accelerate content creation without eliminating the human voice when needed.

The shift signals advertisers can now reach audiences across both listening and viewing habits, expanding inventory and unlocking larger budgets while still serving small‑business campaigns. However, the industry’s measurement frameworks remain underdeveloped, meaning the true value of digital audio‑video blends may still be under‑reported.

Original Description

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
Related articles:
Octave MD reflects on how ‘audio is becoming a bit of a bolt on’ in podcasting (https://uk.themedialeader.com/octave-md-reflects-on-how-audio-is-becoming-a-bit-of-a-bolt-on-in-podcasting/)
Why the 2026 World Cup should be the ultimate multi-channel showcase  (https://uk.themedialeader.com/why-the-2026-world-cup-should-be-the-ultimate-multi-channel-showcase/)
Thanks to our production partners Trisonic for editing this episode.
--＞ Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience (https://trisonic.co.uk/)
Visit The Media Leader (https://uk.themedialeader.com/)  for the most authoritative news analysis and comment on what's happening in commercial media. 

Comments

Want to join the conversation?

Loading comments...