CBS Radio to add video

Four New York stations are part of the initial rollout

NEW YORK -- CBS Radio is looking to expand from a pure audio medium into a video medium a well.

The unit of CBS Corp. on Wednesday took its first step to allowing its 140 stations to create a strong video presence online. Four of its New York stations have launched video content in the first part of the rollout: Fresh 102.7, WCBS, K-Rock and WFAN.

They will use branded video players, which will allow stations to feature their "content, syndicate videos both internally and externally, share and distribute videos to multiple destinations and embed video clips to share with others via social networking sites," CBS Radio said.

The video technology also allows for advanced advertising and sponsorship opportunities, including branded players and content, studio imaging, advertorials and in-video advertising.

"Rethinking and evolving our business had led us to this transformation, and 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 of digital media and integrated marketing at CBS Radio.

"From a content perspective, no one is better positioned than radio to take advantage of online video with literally thousands of hours of original programming being produced every week."

Among likely video content offers are broadcast simulcasts; live concert performances; in-studio interviews; breaking news and original programming for the web; and content created by audiences.