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Yahoo, CBS Radio Work Together on Streaming

Goodman sees 'one-of-a-kind integrated opportunities' for advertisers.

Yahoo and CBS Radio are combining their online radio efforts.

The two companies have signed an agreement that combines 150 Yahoo Music Launchcast online radio streams with approximately the same number of CBS Radio station streams, with CBS assuming sales responsibility for the portfolio. The change will take effect in early 2009.

A newly-created CBS Radio player will be integrated into the Yahoo Music site and Launchcast will be available to Firefox, Mac and Safari users for the first time, according to CBS and Yahoo. Yahoo News and Sports will incorporate dedicated CBS Radio players into their sites, featuring sports, news and talk stations including AM stations WFAN in New York; KNX in Los Angeles and WPHT in Philadelphia.

David Goodman, head of digital media and integrated marketing for CBS Radio, said the deal “ensures advertisers will be able to reach the greatest possible audience as we leverage our local and national sales force, as well as TargetSpot, to create distinctive campaigns and one-of-a-kind integrated opportunities.”