MediaBuyerPlanner: CBS Radio is offering text messaging to listeners through Vibes Media, provider of the iRadio Instant Response Text Messaging Platform, which CBS is positioning as a tool to help stations and their advertisers interact with consumers, Reuter's reports. CBS said advertisers liked the fact that each message to the listener can be tagged with a "powered by" message, making each communication brand-specific.

Vibes said that the 41 station deal, including 25 in New York and Los Angeles, is the largest text messaging deal in broadcast radio history. Stations owned by Clear Channel Communications, Emmis Communications, Citadel Broadcasting and XM Satellite Radio also use Vibes' platform.

Listeners can participate in promotions and contests via text messaging on mobile phones. Listeners can also text requests, shout-outs and votes using their phones.