- Katy Bachman, Mediaweek

NEW YORK Moving radio one step closer to a visual medium, CBS Radio said it would launch a new video platform for its stations' Web sites.

The platform, powered by WorldNow, gives CBS' 140 radio stations the ability to create personalized branded video players to feature station content, such as music videos, artist interviews, live concert performances, breaking news and original programming. It also allows stations to syndicate content or embed clips to be shared via social networking.

The video platform debuted Wednesday on four of the company's New York stations: WWFS-FM (www.fresh1027.com); WCBS-AM (www.wcbs880.com); WXRK-FM (www.923krock.com); and WFAN-AM (www.wfan.com).

For advertisers, the platform creates new advertising and sponsorship opportunities, including branded players, content, 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.