As it looks to grow its audience, Pandora is considering expanding its content offering into sports, news and talk radio – aimed mainly at an in-car audience. “Music’s an important piece of radio listening in the car, but if there’s a place where spoken word is also equally, and more important really, it’s in the car,” said Michael Herring, Pandora’s CFO in an interview. Pandora has no immediate plans to do this but it clearly echoes Sirius XM’s growth in the car market in the US by offering a wide range of bespoke channels to appeal to as many consumers as possible. Pandora has, of course, been criticised by publishers and artists over the rates it pays (and its moves to lower that rate) so if it does look to court other entertainment sectors it will have a strong PR challenge to get them on side and to keep them there.

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