Cumulus is offering its Westwood One syndicator affiliates news content from CNN that stations can brand themselves.
The Westwood One news service “powered by CNN’s worldwide newsgathering resources” will offer radio stations access to broadcast, breaking news, wire service and digital content provided for on-air and on their websites. Cumulus CEO Lew Dickey says the deal is exclusive and “reflects how people today consume content through various platforms.”
The Cumulus-owned WWO represents network news outlets — including ABC, NBC and CBS; the CNN-generated content gives the some 10,000 WWO affiliates another news choice, according to the companies.
The new service will not carry the CNN name. Using WWO-patented STORQ technology, stations can brand the content with their own call letters and slogans. That may encourage more stations to air news content, according to the companies.
As an example of how the new “white label” news format will sound on the air, country format stations operating under the Nash brand created by Cumulus will introduce “Nash News” segments.
Cumulus is paying CNN for the content and Westwood One will license it to radio partners in exchange for ad inventory.
