Clear Channel Communications plans to unwrap a new Internet strategy March 28 that includes adding original video programming to two hundred local radio stations’ Internet sites, looking to get into the swelling online ad market.
Led by new online music and radio division executive vice president Evan Harrison, Clear Channel said its goal is no less than proving reports of radio’s imminent demise are greatly exaggerated, with apologies to Mark Twain.
By July, the company said, Clear Channel plans to start possible subscription online radio, online music selling in either digital files or compact disc format, and perhaps ring tones directly from their Websites.
The company knows it faces serious competition from satellite and other Internet radio services as well as digital music download stores and MP3 player makers. “Clear Channel (was) forced into doing this,” said Inside Digital Media founder Phil Leigh to reporters. “It’s very clear that Internet and satellite radio are impacting them.”
Clear Channel—which owns over 1,200 U.S. radio stations—even wants to start making some live morning programs available for downloading.
"Radio online seemed clunky," Harrison said to an interviewer during the week. "It seemed as if they had their heads buried in the sand. Online is radio's for the taking."
