@ CBS Radio Presentation: New Play.It Media Player Offers Personalization, Contextual Ads

After a brief introduction from Les Moonves, CBS Corp.'s (NYSE: CBS) president and CEO, CBS Radio executives took the stage attempting to convince advertisers that radio is not dead. Dan Mason, CBS Radio's president and CEO, claimed that "$1 billion in ad dollars were telling you that the iPod and satellite radio will lead to the death of radio. That's a myth. Like when you were told the eight-track tapes, cassettes and the CD would sign radio's death warrant. To say that an iPod or satellite radio, with little or no human connection will ever replace radio is absurd." Mason's second goal was to call attention to CBS Radio's intention to make use of digital distribution, even as CBS Radio and its peers struggle to cope with the additional competition from those platforms.

-- Wireless since 1928: David Goodman, president of the digital media group, tried to make the case that CBS radio was in the wireless business 80 years and therefore, has seen all kinds of challenges meant to bury radio. But he insisted that internet radio is more friend than foe and hopes CBS can tout the ad advantages over other platforms. "Internet radio is more popular than mobile audio streaming or satellite. Initially, we were nervous about cannibalization. What we found was it amplifies our listenership. People go from their car to their office and put on their media player. They're listening more and for longer periods."

-- New media player: Creating a personalized radio station with CBS Radio Station unveils the Player.Play.It media player, which will offer a group stations together. The player will also feature large space for contextual ads that displays marketers' slides. It will also feature new internet-only stations, such as archives from New York City classic rock station WNEW. As for the personalization function, users can type in an artists' name and build a playlist based on automated recommendations. The player will also boast e-commerce links and synchronized banner and audio ads.

-- AOL (NYSE: TWX) Radio: The deal that CBS and AOL Radio announced last month is key to CBS Radio achieving its goal of being the "number one internet radio station." Goodman claimed that will be the case when the unified AOL/CBS network launches next month. He also issued further promises of the much talked about integration with Last.fm, which CBS bought last May for $280 million. Goodman also unveiled a new internet radio ad program Called the i5 - with a logo designed like an Interstate Highway sign - that promises seamless cross-network, cross-platform deals.

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