UK entertainment icons Ant & Dec have outlined an ambitious digital-first strategy, spearheaded by the launch of their first podcast series Hanging Out With Ant & Dec.
The first episode of the Hanging Out podcast will drop on Thursday January 22. In parallel, the popular duo are also launching a digital entertainment channel called Belta Box which will be home to their podcast, new digital formats and classic Ant & Dec moments from some of their best-loved shows. Belta Box will be available across digital platforms, including YouTube, Facebook, Instagram and TikTok.
Belta Box and Hanging Out With Ant & Dec are produced by Ant & Dec’s creative business Mitre Studios and supported by their management & commercial team at YMU. Jungle Creations will handle channel management for Belta Box and Platform Media will support the podcast through their Amplification Network. Viewture has provided strategic investment in the project.
Explaining the podcast premise, Mitre said: “On Hanging Out With Ant and Dec there’s no script, no agenda, and no interruptions. It’s the duo catching up, reminiscing, and seeing where the conversation takes them, and they want you, the listener, to get involved. Whether it’s asking Ant & Dec to relive iconic TV moments, seeking advice from the lads or just sharing anecdotes, each item has input from the audience.
Belta Box, meanwhile, is being positioned as feel-good entertainment curated by Ant and Dec. Anthony McPartlin (aka Ant) said: “We’ve spent our whole careers celebrating great entertainment, so launching Belta Box feels like the natural next step. Alongside our new podcast, we’re excited to create a space packed with fun, feel-good content that brings people together – no matter where they’re watching or listening.”
Declan Donnelly (Dec) added: “And what better way to launch Belta Box than with our first ever podcast series. We asked our audience if we did a podcast what would they like it be about, and they said we just want you guys to hang out. So that’s what we’re doing. Ant & I don’t get to hang out as much as we used to, so it’s perfect for us.”
Ed Sleeman, managing director at Mitre Studios, said: “Launching Belta Box represents a natural and exciting evolution for Mitre Studios. The brand gives us the freedom to create digital-first content across multiple platforms, and entering the podcast space for the first time with the launch of Hanging Out with Ant and Dec is a significant and energising moment for the company.”
Jules McGill, head of digital & social content at Mitre Studios, said: “We’re excited to be starting the year with the launch of Belta Box. This marks a big moment for us as we continue to grow our digital output and embark on a fresh creative journey. Belta Box will serve as the home for innovative, digital-first content, bringing the Mitre Studios signature brand of fun to new audiences across digital platforms.”
