• by Erik Sass , July 24, 2008

CBS Radio said Wednesday it is launching a new online video platform, operated by WorldNow, to facilitate the online business of its 140 radio station Web sites. Coming a few months after it began sharing content and managing ad sales for AOL Radio and Last.fm, the online video platform is another big step to expand CBS Radio's online offerings.

The video platform will allow CBS stations to distribute their own branded video players, customized to match other elements of their Web sites in terms of look and layout.

It debuted on the Web sites of four of the company's New York stations: www.fresh1027.com, www.wcbs880.com, www.923krock.com and www.wfan.com.

Like other broadcasters, CBS Radio stations are rolling out more online video to engage more visitors and increase the average duration of visits, while offering advertisers the benefits of sight and motion in addition to sound. Typical offerings include music videos, live footage of talk show hosts, and in-studio performances.

"In the very near future, every station will have a major video component transforming radio from a purely audio medium to a visual one as well," said David Goodman, president, digital media and integrated marketing, CBS Radio.

Clear Channel Radio has also been aggressively pursuing an online video strategy under the leadership of Evan Harrison, executive vice president of the company's online division. In May, 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.

On the ad sales side, Clear Channel also announced a partnership with StudioNow, an online network of video advertising freelancers, to help local advertisers produce professional-grade video and display ads for Clear Channel station sites.