CBS Radio Prez: Radio Will Become Like TV

clip_imdage001.jpgEmbattled CBS Radio president Dan Mason is in a difficult position. After the unceremonious exits of Howard Stern and Don Imus, terrestrial radio is considered something of a content ghetto. Internet radio is on the rise; satellite radio’s two heavyweights might merge, offering a la carte programming. iPods — another competitor for eardrums — are the epitome of cool. And, as Jack Myers writes for Mediavillage, “Mason also has the task of working for two task masters — Les Moonves and Sumner Redstone — who are not inclined to tolerate either poor performance or artificial hype.”

So what’s a CBS Radio President to do? From Mediavillage:

For years we tried to figure out how to make the product compatible for the audience, but the issue was the platform, not the content. Now that they can receive it on other platforms, they are finding it. In the near future, every radio station will have the ability to become a TV station. We will see webcasts and webisodes. There’s no reason we can’t have our own webcast shows with talent [in the same way Imus was simulcast on MSNBC]. Radios will soon be developed with TV screens.

— Ron Mwangaguhunga