CORRECTED: CBS Radio, Vibes in text messaging deal

Corrects second paragraph to “The 25 station deal” instead
of “The 41 station deal.”

Corrects fifth paragraph to “listeners of 25 CBS Radio
stations” instead of “listeners of 41 CBS Radio stations,
including 25 in New York and Los Angeles.”

By Sue Zeidler

LOS ANGELES (Reuters) – CBS Radio on Wednesday will
announce a deal to offer text messaging to listeners, a new
service that it said will help stations and their advertisers
reach and interact with consumers.

The 25 station deal between CBS Radio, a unit of CBS Corp.,
and Vibes Media, provider of the iRadio Instant Response Text
Messaging Platform, marks the largest text messaging deal in
broadcast radio to date, Vibes said.

Vibes has previously provided the platform to stations
owned by Clear Channel Communications Inc., Emmis
Communications Corp. Citadel Broadcasting Corp. and XM
Satellite Radio Holdings Inc..

“This is the first massive group deal. They’re not just
putting their toe in the water. CBS is making a strategic
commitment to this space and that speaks volumes,” said Jack
Philbin, president and co-founder of Chicago-based Vibes.

Under the deal, listeners of 25 CBS Radio stations can
participate in promotions and contests from anywhere via text
messaging on mobile phones without getting shut out by busy
signals.

Vibes said the deal gives stations the ability to create
customized promotions and enhanced advertising opportunities.

But Philbin said the CBS deal was larger in scope.

Using the platform, listeners can also text requests,
shout-outs and votes using their phones.

In addition to customizing promotions, stations can also
use the platform to inform listeners to things like upcoming
artist interviews or when a major concert announcement is about
to be made on the air.

It also gives radio operators key listener data that can be
relevant to advertising sales.

“Stations can add on to their advertising capability. DJs
can get instant feedback and provide more information to
advertisers who are demanding more and more accountability,”
said Philbin.

Additionally, CBS said advertisers liked the fact that each
message to the listener can be tagged with a “powered by”
message, making each communication brand-specific.

“By delivering this new content we are able to build
loyalty through direct contact with our listeners and add
tremendous value for our advertisers,” said Joel Hollander,
chairman and chief executive of CBS Radio.