• by Tricia Despres , November 22, 2005

How many times have you picked up the phone and attempted to be the 25th caller to your favorite radio station, only to be greeted by a busy signal?

That busy signal may soon go away, thanks to new technology from Chicago-based Vibes Media. The company has come up with iRadio, an instant-response text-messaging system created specifically for radio promotions. Stations in New York, Chicago, Washington D.C., and Grand Rapids, Mich. currently use iRadio.

IRadio is especially useful for customized contests and promotions; it has OptimumAnalysis tools built in that can change the contest instantly to boost audience participation. Listeners participate via the text-message function on their cell phones. The technology's promotional opportunities should prove attractive to advertisers, who can conduct conversations between sponsors and consumers to build brand awareness and increase product involvement.