CBS Radio, the CBS Corp. division comprising 140 major market radio stations, announced today a strategy designed to augment its current delivery methods providing all of its stations with "the capability to fully develop into a video medium in addition to its audio content side of the business."

Debuting on the websites of four of the company's New York stations (www.fresh1027.com, www.wcbs880.com, www.923krock.com and www.wfan.com), the new video platform gives the stations technology and guidance to create individual and personalized branded video players, which will allow them to feature station content, syndicate videos both internally and externally, share and distribute videos to multiple destinations and embed video clips to share with others via social networking sites.

The new technology also creates advanced advertising and specialized sponsorship opportunities for the stations' clients, including branded players and content, studio imaging; 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, digital media and integrated marketing, CBS Radio.

"From a content perspective," he added, "no one is better positioned than radio to take advantage of online video with literally thousands of hours of original programming being produced every week. Previously you could only hear that material on-air or online. Now audiences will be able to see what happens at their favorite radio station and interact with our brands and personalities in an entirely different way, and we'll be able to extend our reach through the distribution capabilities the new player affords us."

In addition to broadcast simulcasts, live concert performances, in-studio interviews, breaking news and original programming exclusively for the Web, the new player will also spotlight content provided by the audience and solicited by the station.

CBS Radio's new video platform is powered by WorldNow, a provider of online technology, content and revenue-solutions for local media. With the addition of CBS Radio's stations, WorldNow has 452 total local media clients in broadcast TV, newspaper and now radio.