BS Radio (http://cbsradio.com), a division of US media company CBS Corporation, has entered into a deal with Vibes Media (www.vibes.com), provider of the iRadio Instant Response Text Messaging Platform, to make it easier for listeners to interact with the radio station through text messaging or SMS. The iRadio platform will be implemented on 25 CBS Radio stations in New York, Los Angeles and 16 other American cities. The platform will enable listeners to send in text messages in real time and participate in customised radio programmes.

CBS Radio listeners can now participate in its contests through text messaging, without getting network busy signals on their mobile phones. iRadio will let the stations customise these promotions and contests according to the response of listeners. All listeners who send a message will receive a response, regardless of service provider. Additionally, listeners can text requests, shout-outs and votes. Advertisers can also tag the message with a "powered by" message, making it brand-specific.... more