• by Erik Sass  @eriksass1, March 10, 2010

A few months after announcing a strategic partnership which would include the development of new program offerings, Triton Media and Jelli said they are syndicating two "crowd-sourced" broadcast radio programs using Jelli's interactive social-media platform.

The two new syndicated programs, "Rock Jelli" and "Pop Jelli" (previously called Top 40 Jelli) are launching with 10 affiliates, include WBOS Boston, WPST Philadelphia and KXTE Las Vegas. Jelli programming is already airing at CBS Radio's KITS San Francisco.

Both versions of Jelli's basic product allow the audience for a particular station to choose content for broadcast radio airplay by voting. The system uses software developed by Jelli to enable voting via local radio station Web sites, after they log in.

There is also a game-like aspect to the choice of programming, with more frequent or loyal users getting special super-votes ("rockets" and "bombs") to power their song to the top, or knock another song down the ranks.

Registered users can vote on current airplay in real time; if enough people vote that a song "sucks," it can be yanked off the air before it's even finished playing.

Jelli CEO Mike Dougherty explained: "We're undergoing a cultural transformation, driven by the social Web giving a new voice to millions and millions of consumers. Jelli lets radio stations take advantage of this shift."

Jelli and Triton announced a strategic partnership in October 2009, allowing Triton to offer its 4,500 affiliates an edgy, interactive programming feature, syndicated through its Dial-Global division. The deal was the latest in a series of moves by Triton to expand its digital radio offerings.

In November 2007, Triton acquired Excelsior Radio Networks and its two subsidiaries: Dial Global and MJI Interactive. In August 2009, Triton acquired Enticent, a loyalty marketer, and merged it with an existing Triton division, Mass2One Media, to form a new unit called Triton Loyalty. In September 2009, Triton acquired Ando Media, which specializes in online radio measurement and advertising management.