Radio stations move towards ad-supported interactivity

Rating: play it again heaven

By Annie Turner

Clear Channel Communications is offering a free mobile program that enables
listeners to request songs, get real-time traffic reports and other
information (such as the last ten songs played) by sending an SMS to the
radio station.

Cingular ran a trial last September, charging USD 2.99 per month to listen
to the New York station, Z100, and stream live broadcasts, listen to
podcasts of interviews, access playlists, get real-time traffic reports and
send song requests to disc jockeys via SMS.

Cingular, now rebranded AT&T, said it has completed the trial and was not
going to progress to a commercial service, so Clear Channel has moved to a
free model. that does not involve streamed broadcasting, just SMS
capabilities, Initially it is for those with Cingular phones.

John Hogan, CEO of Clear Channel Radio would not disclose terms of the
advertising deals, but said it was a straightforward model, stating, “People
will pay us for the number of people we are able to reach. This platform
will add a level of accountability and credibility.²

Clear Channel’s new mobile program launch involves five New York radio
stations and it plans to launch similar programs on up to 100 more stations
by the end of 2008, beginning with stations in Salt Lake City and St Louis
in the next 60 days.

The advertising-supported programs are available via most SMS carriers,
while more advanced phones will be able to access the services via WAP with
graphics and a better user interface.

We love and want it on this side of the Pond ­ now.

Related News:

1. Clear Channel text message radio station
2. Radio station Antenne Bayern implements conVisual interactive radio services
3. Fly got mobile radio all zipped up
4. Listen to internet radio on your Windows mobile with WunderRadio, from RadioTime and Weather Underground
5. Verizon Wireless and ESPN Launch ESPN Radio Channel Exclusively on V CAST Mobile TV