The Boston Globe is branching out to online radio.
The Globe’s Boston.com site plans to launch an online alternative rock-formatted station.
Boston.com has hired several DJs and a former program director from local Boston station WFNX(FM) for the streamed station. Boston.com has also hired sales, operations and promotions executives for the new station, which is yet to be named.
“We’ve long thought radio would be a natural extension for us,” said Lisa DeSisto, general manager of Boston.com and chief advertising officer for the Boston Globe. She said the new station will offer new advertising opportunities both online and offline.
Boston.com plans to announce the launch date and programming schedule later this summer. The Globe is owned by the New York Times Co.