CHICAGO—CBS Radio is partnering with Vibes Media to reach listeners on their wireless handsets in 18 U.S. markets.
The broadcaster said 25 of its radio stations will use Vibes’ iRadio service, which allows users to participate in promotions, polls and send song requests via text messages. Every subscriber receives a response to sent messages, and listeners can join mobile clubs to access content.
Participating stations include New York’s WNEW and WFNY, Los Angeles’ KROQ and three stations in Chicago.
“We were looking for a vehicle to easily interact with our audiences on a one-to-one basis, even during large-scale contests,” said Joel Hollander, CBS Radio’s chief executive officer. “By delivering this new content we are able to build loyalty through direct contact with our listeners and add tremendous value for advertisers.”
The development is the latest example of traditional media outlets using wireless to build brand recognition and drive revenues. The news also marks a major win for Vibes, a Chicago-based company that claims to have launched more than 7,000 text messaging programs.
