Listen Up: Hit Productions is Betting Big on Podcasts — and Why Brands Should Care

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Let’s not pretend podcasting is still emerging. It’s here and it’s where people are choosing to spend their time. In fact, over 17 million Filipinos aged 16 to 64 now listen to podcasts weekly, accounting for nearly 20% of the total internet-connected population. That’s a 2.6% jump from 2023 to 2024.

Source: The Pod Network

Even more telling: based on a recent study by some of the country’s leading podcast networks, 50.5% of respondents now say podcasts are their preferred source of information, easily beating out streaming sites, news portals, and even TV.

Source: The Pod Network

The appeal? Accessibility and convenience. Listeners can tune in while commuting, working, doing chores, or winding down. And because podcasting feels more personal and less invasive, it's quickly becoming a trusted space for learning, entertainment, and connection.

The diverse collection of podcast titles under The Pod Network

Source: The Pod Network

For brands, this means more than just a new format to explore. It’s a real opportunity to speak to audiences with depth, not just reach. The numbers make it clear: podcasting has become one of the few spaces where people are actively choosing to listen—and so, where trust and attention are being built.

That’s why Hit Productions—known for helping brands get their sound right for more than 30 years—is now putting its weight and mastery behind podcasting. But this isn’t a play to chase trends. It’s a decision grounded in what they've always done and been experts at: using the power of audio to help brands reach their audiences in ways that feel deliberate, meaningful, and built to last. 

To take that commitment further, Hit has teamed up with The Pod Network (TPN)—one of the Philippines’ leading podcast networks—in a strategic partnership that brings together TPN’s platform insight with Hit’s decades of audio production excellence. Together, they’re making it easier for brands to enter podcasting the right way—from concept to content to execution—with none of the guesswork.

Hit Productions' Vision: Seeing (and Hearing) the Opportunity Early

Hit Productions has always been a step ahead when it comes to sound. They’ve built a reputation on knowing where audio is headed—and moving early to meet it. It's how they’ve built a reputation as one of the country’s most trusted names in music and audio production. 

In the ‘90s, while most treated music and audio post-production as separate worlds, Hit was the first to bring both together under one roof. By the early 2000s, they had built the Philippines’ first 5.1 surround room for commercial work. 

Around the same time, they recognized the growing influence of Pinoy rock and pop bands on the advertising scene. To capture that energy authentically, they built a world-class live recording space, designed by renowned acoustician Rod Gervais, specifically for recording bands and celebrity artists for brand campaigns. It was an investment in both craft and culture—one that helped shape how music was integrated into Philippine advertising.

And in 2023, they launched a Dolby Atmos suite—well ahead of the curve—as demand for immersive audio in advertising and branded content began to take off.

With a track record of leading in sound, podcasting is then the next logical step in their evolution.

“Podcasting is a natural next step for Hit because at our core, our company has always been about telling stories and stirring emotions through sound and music—regardless of length or format,” says Vic Icasas, CEO of Hit Productions. 

Ingay Niyo Podcast Cover Art

Source: Hit Productions

True to form as pioneers in the industry, Hit was already experimenting with podcasts even before their groundbreaking partnership with TPN.

Podcasting is simply the latest space for Hit to do what they’ve always done: lead with sound. In fact, even before joining forces with TPN, they sought to understand the medium on their own terms. 

That’s why they launched Ingay Niyo: Sounds of Filipino Life, a Hit-produced original podcast series. The show, available on Spotify, Apple Podcasts, and other streaming platforms, dives into the everyday sounds of the Philippines—think traffic, street vendors, and late-night karaoke.

“We wanted to unpack the sounds we usually tune out.” says Ingay Niyo producer Bianca Paras. “There’s more to them than being background noise. They tell stories about how we Filipinos live, connect, and make sense of the chaos around us.”

At its core, the creation of the Ingay Niyo podcast is rooted in learning by doing and immersing thoroughly in the process. “We wanted to get our hands dirty,” shares Vic. “We’ve always believed that if you’re going to offer something to clients, you better understand it from the inside out.” And now that Hit has enriched their podcasting know-how, they're ready to take brands along for the ride.

This approach isn’t new for Hit. It’s how they stay and continue to be an industry leader: by building first, testing early, and letting the work lead the way. Hit doesn’t wait for trends—it shapes them by doing.

Hit Productions x TPN: A Partnership Building the Future of Philippine Podcasting

Source: Adobo Magazine

The good news for marketers and brands? Podcasting in the Philippines is still wide open for them to make a strong and early impression on their respective audiences. As podcast listenership continues to rise, the space remains relatively untapped and uncluttered. 

“We’ve long seen how podcasts give creators a space to be heard,” says Icasas, “but what stood out to us right away was the opportunity they also offer to the brands we’re working with: a chance to engage more audiences in a way that’s more meaningful than most formats allow.” 

Between the two powerhouses from their respective corners of the industry, TPN brings platform fluency, audience understanding, and a solid grasp of how podcasts fit into everyday lives; while Hit brings three decades of shaping how brands sound, from music to post, from commercials to campaigns. 

Together, it’s the kind of partnership that makes the entry for brands looking into podcasting less of a leap and more of a solid, confident step forward.

Hit x TPN Contract Signing (From L-R): Hit CTO/Chairman: Dennis Cham, Hit CEO: Vic Icasas, TPN CEO: Alan Fontanilla, TPN COO: Philip Co, and TPN Head of Content: Inna Salazar-Acuna
Source: Hit Productions

It’s also a partnership rooted in craft. Hit’s Chairman / Chief Technology Officer, Dennis Cham, served as a consultant in the build of TPN’s newest podcast studios, bringing his technical knowledge and high standards into the setup itself. 

This strategic partnership is really more than a handshake. Both powerhouses are sharing knowledge, cross-training, and learning from each other’s expertise. It’s a collaboration clearly designed to raise the bar, not just meet it.

As Vic puts it, “...With the recent surge of local podcasters and creators, I realized this is a space Hit needs to be actively involved in—one where we can bring our skillsets to the table and help elevate the local scene."

What This All Means for Brands, Marketers, and the Industry

Source: Canva

Podcasting isn’t just another format to slot into a media plan. When done right, podcasting becomes part of a brand’s overall content and communication strategy. Hit understands this. 

With their full-service audio capabilities integrating podcasting into the mix, brands can now build audio content that ladders up to larger marketing goals—whether that’s building awareness, engagement, or thought leadership.

Brands, agencies, and marketers now have access to a partner in Hit, who sees the full picture: strategy, production, creative, and post. 

“Brands won’t always have the bandwidth to figure this out themselves,” says Vic. “And they shouldn’t have to. That’s where we come in. We’ve spent years helping clients shape stories through sound. Now we’re helping them do that in a format built for depth.”

He adds, “Sound has always been treated as a support tool, but there is a real opportunity for brands to maximize an intimate, personal format such as podcasting and Hit is in a great position to help them do just that."

The move underscores a growing sentiment within the industry: podcasting in the Philippines is reaching a new stage of maturity. Hit’s entry into the space lends both credibility and structure to a medium that, until recently, felt largely experimental for brands. For marketers navigating where to begin—and who to partner with—Hit’s collaboration with TPN marks a turning point.

What’s Next: Hit Is Just Getting Started in Podcasting

Team Ingay Niyo (L-R): Producer: Bianca Paras, Host: BP Valenzuela, Producer: Nina Torralba, Host: Nica Rojo, and Atmos Engineer: Kyle Cham
Source: Hit Productions

The TPN partnership may be the official launchpad, but for Hit, it's just the beginning. Plans are already in motion to grow their podcasting capabilities—investing in people, tools, and new ways to create content that resonates.

So what does that mean about what’s ahead? 

New formats that go beyond the typical and don’t sound like ads. More brand collaborations that reflect how people actually listen. A deeper commitment to making branded audio that resonates deeply with audiences with storytelling that connects, sticks, and more importantly, stands out.

“There is definitely an opportunity to help brands grasp the full potential of podcasting in a way that differentiates it from other auditory mediums such as radio,” says Vic. It’s this mindset that informs Hit’s approach: not just producing podcasts, but helping create the kind of work that adds something new and impactful to the space.

Without giving too much away too soon, one thing is clear: Hit is in this for the long run. And they’re not just exploring a fast-growing platform, they’re at the forefront of shaping its future. Plans are already in motion—and what’s coming will speak for itself. 

If Your Brand Has Something to Say, Hit Will Help You Say It Well

Source: Hit Productions

Ultimately, this move into the podcasting space isn’t about chasing trends or adding new services for the sake of expansion. It’s about creating the right conditions for brands, creators, and listeners to connect in a space that’s only just beginning to show its full potential.

At its core, this is about giving brands another way to stand out. Hit brings decades of experience in shaping sound, refining tone, and executing with precision. Their understanding of how to craft a story through audio that resonates with audiences is matched by The Pod Network’s platform expertise—offering distribution, insight, and reach that make each production count.

Together, they’re creating more than content. They’re helping brands find a voice in a medium that rewards clarity, consistency, and care.

If your team’s been thinking about podcasting (but unsure where to start), this is your sign. This is the moment—and the partnership—that can help you move forward with confidence and purpose. 

Hit us up and let’s talk podcasts.