GE's radio theatre gets its message through

New York

FOR a brand seeking to reach the podcast-listening public, there is one thing better than sponsoring a hit series: creating your own.

General Electric pulled it off last year with its quaintly named GE Podcast Theater. Its eight-part science-fiction thriller The Message, produced with the Panoply podcasting network, hit No 1 on the iTunes podcast chart and had nearly five million downloads.