Emmis Radio Tunes Into TV

According to MediaPost, Emmis Communications is changing some of its top ranking radio stations in New York and Los Angeles into online television stations.

The company will serve up channels of music videos, celebrity interviews, news headlines and some custom programming.

Emmis joins a growing list of radio broadcasters supplementing their broadcast offerings with online video via station Web sites and stand-alone portals.

In July 2008, CBS Radio launched a new online video platform, operated by WorldNow, to facilitate the online business of its 140 radio station Web sites. It debuted on the Web sites of four of the company’s New York stations: http://www.fresh1027.com, http://www.wcbs880.com, http://www.923krock.com and http://www.wfan.com.

Clear Channel Radio has also pushed to greatly increase online video offerings. In May 2008, the company announced a deal with Clearspring for widget syndication, which will allow users to link their Web pages to audio and video content on Clear Channel station Web sites, capitalizing on the popularity of video features like Stripped, where a performance by the Jonas Bros. attracted 372,000 plays in the first 10 days.

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