CBS Radio Creates Digital Network, Lets Users become Digital DJs

Little more than a month after CBS Radio announced that it was powering AOL’s radio player, the company has expanded on its digital plans. Speaking at a presentation to hundreds of media buyers and advertisers in New York yesterday, CBS pres-CEO Les Moonves announced the formation of CBS Radio Digital Network, a new division of its CBS Radio group.

One of the Digital Network’s first initiatives will be Play.It, a joint effort with AOL that will allow users to create their own personalized internet radio station and to share it with their friends. Play.It essentially lets users become their own digital DJs, writes AdAge. “It’s a way to create a cool and dynamic page for radio in a way that never existed before,” CBS Radio president-digital media David Goodman is quoted as saying.

CBS Radio is the first major radio group to introduce such a customized radio feature, though Clear Channel is expected to announce a similar application this summer. Robert Feder, television/radio columnist for the Chicago Sun-Times, calls Play.It features “bold and exciting.”

CBS announced last month that it will provide content from its 150 radio stations to AOL’s online stations, and will also take over ad sales for all of AOL’s 200+ stations. The group is also working with CBS sister company Last.fm to share audio content.

CBS Radio has recently announced its commitment to “posting,” or guaranteeing ratings impressions, on its ad buys. It is working with the Radio Advertising Bureau to make posting a more universal practice.

The radio group has also stood firm in its support for Arbitron’s embattled PPM measurement service. Though the PPM failed to obtain Media Rating Council accreditation in New York and Philadelphia, and is facing a loss of confidence among other radio groups, CBS Radio president Dan Mason sent an email to all employees saying the technology should be seen in its “historical context” and that CBS Radio stands behind it.