CBS RADIO, the CBS Corporation division consisting of 140 major market radio stations, and Last.fm, the CBS-owned music and social networking Web site, today announced a strategic partnership designed to expand the reach of each. In so doing, they will enhance the content and features available on their sites, and open the door to cross-promotional opportunities throughout their respective platforms.
The announcement was made jointly today by Dan Mason, President and CEO, CBS RADIO, and Felix Miller, CEO and Co-Founder, Last.fm.
Under this agreement, CBS RADIO will provide streaming of all its stations to Last.fm’s U.S. audience, including top market properties like New York’s WCBS-FM, Los Angeles’ KROQ, Chicago’s WXRT and Atlanta’s WVEE. Through CBS RADIO’s new online player to be launched this Spring, users of Last.fm will be able to stream any of the over-the-air stations at any time. This follows CBS RADIO’s recent agreement with AOL, which allows AOL listeners access to CBS over-the-air and Internet stations through CBS RADIO’s new player, and is similar to Last.fm’s recent partnership with the BBC’s digital radio stations. At the same time, audiences will also be able to seamlessly shift from streaming their favorite CBS RADIO station, to Last.fm where they can play individual songs for free, essentially giving listeners the ability to listen to every song played on the CBS RADIO Internet network again.
“This is an inventive way for CBS RADIO to expand its streaming campaign by adding another tremendous distribution platform,” said Mason. “Streaming our stations on Last.fm exposes our incredible portfolio of brands, talent and content to a large, growing audience, while at the same time providing additional value to all our advertisers. We’re very pleased to work with Felix and our friends at Last.fm on this new partnership.”
“This is the first of what we hope to be many collaborations between CBS RADIO and Last.fm,” said Miller. “The content and distribution power between these brands is incredible, and we’re tapping into that strength to greatly expand our digital footprints while significantly improving the user experience on all our platforms. It’s a win-win situation for everyone, most importantly the user who now has more ways to listen to their favorite music and stations.”
A staggered rollout of CBS RADIO’s streams to Last.fm is currently underway and includes all genres, including rock, pop, country, news, talk and sports stations, among others. The full online version of the stations will be streamed, providing Web-based advertisers additional exposure to Last.fm’s growing U.S. audience.