Pandora signalled its interest in the world of podcasts in late 2015 when it became the ‘exclusive streaming partner’ for the second series of podcast Serial.

Now its recently-appointed CEO Roger Lynch says the company is ready to double down with the intention of creating “the podcast genome project” – referring to its famous system for classifying music.

Variety reported on Lynch’s comments at CES, in which he suggested that Pandora is also aiming to shake up the way podcast advertising works, with better-monetising formats than the standard method of podcasters reading out messages from their advertisers.

The interview also saw Lynch return to Pandora’s recent strategic decision to focus even more attention on its free, ad-supported service.

“We have to be mindful of where our real competitive advantage is,” he said. “There’s no one who is as focused on this as us as a business opportunity… We have the best collection of assets in the business. We under-leveraged them in the past.”

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