• by Gavin O'Malley  @mp_gavin, October 11, 2005

With an eye on reaching local markets, America Online and Infinity Broadcasting Monday announced an extension to their existing partnership. In part to support AOL.com's ongoing launch campaign, AOL will provide daily programming--such as AOL Music Sessions, Moviefone movie listings, and assorted CityGuide content--to all of Infinity's 178 local radio stations across the United States.

AOL's partnership with Infinity is chiefly a means to promote its various offerings to a national audience, which may or may not currently use the Web, said Kevin Conroy, executive vice president of AOL Media Networks.

"There is also the possibility to sell advertising along with the content," said Conroy, "but, yes--right now our main goal is to promote our own content to Infinity's audience."

The two companies first announced their marketing alliance in April 2003.

Online, Infinity radio station Web sites will selectively offer AOL features such as its Instant Messenger service, AIM, AOL Expressions, AOL-hosted polls, and alerts and reminders, among others. Also, certain Infinity stations will feature on-air interstitial programming elements selected from AOL.com's features including AOL CityGuide Buzzline, with local highlights targeted specifically to each station market, and Moviefone Minute.

The ability to reach local markets with relevant local content can't be overvalued, Conroy explained.

"That's what everyone is going after today," Conroy said in regard to reaching local markets. "Radio is still support at reaching local markets."