Today at BIA/Kelsey’s Leading in Local conference, CBS Radio President and CEO Dan Mason underscored radio’s sustaining power as a megaphone and community connector, while also discussing its role in the fragmented digital audio ecosystem.

CBS has moved aggressively into digital with local sites that aggregate radio and TV content. It fields a national editorial staff, and curates locally-created content from its O&O properties. This follows Mason’s belief that “TV and radio can work well together.” Digital sales are growing toward 10 percent of total revenues, though Mason concedes that it’s an “aggressive goalpost.”

For streaming, Radio.com provides a hub for listeners to “see all of our radio stations” in one place. New digital initiatives include the industry rollout of FM receiver chips in cell phones later this year, improved HD radio experiences and in-dash auto integration. Each represents “another way to access our product.”

Tags: CBS Radio, Leading in Local: The National Impact, Radio, streaming

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