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Italian podcast start-ups bet a politics-free approach will pay off

Chora Media and Will Media say they can capitalise on the frustration of younger generations with traditional media

Young Italians eager for high-quality news reporting free from the endless political debate that characterises the country’s traditional media have become the latest front in the global podcasting boom.

Chora Media, co-founded by a former editor-in-chief of leading daily La Repubblica, this week acquired rival digital start-up Will Media for €5mn with the goal of creating the country’s largest digital-audio media group.

The sum is tiny in comparison to the multimillion-dollar content deals agreed by Spotify with the likes of Joe Rogan and the Duke and Duchess of Sussex, but represents an important move in a country whose established media outlets are perceived as latecomers to the digital revolution.

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