Video, a próxima paixão?

«"It was a truly simple idea; video on the radio," he said. "What we wanted to do, basically, was rip off the E! network. So we did a live stream from the red carpet at the Grammys, and 140 of our radio stations picked it up. Not that it was revolutionary idea - it's been done on TV - but it blurred the lines on what radio can do, and can deliver."

He noted that this kind of programming worked across the company's stations' formats. "Radio tends to be very vertical with formats, but this was horizontal," he said.

He also noted that the radio promoted the webcast, which then was used to promote the TV network's broadcast of the awards ceremony. "The webcast was a Trojan horse to promote the TV broadcast," he said. "And it was radio that promoted the webcast. Stations were talking about it all week. And then the web drove viewers to the TV broadcast."»

fonte: radio Ink, What's The Big Idea?, 19/03/07