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CBS Merges with AOL, Powers AOL's Online Radio Effort

CBS Radio's online business has merged with AOL Radio, with all programming from CBS's 150 stations now available to users of AOL's service and vice versa, reports MediaBuyerPlanner.

The new AOL player will be powered by CBS Radio. CBS is also taking on all ad sales for AOL.

Through the relationship, CBS gains access to a broader audience, more than doubling its current one million listeners a week. And AOL is counting on CBS's advertiser relationships to boost revenues.

AOL Radio has struggled to break even, particularly since royalties for online radio providers were increased sharply last year.

"We really needed to figure out a new business strategy in order for us to stay in business," said general manager Lisa Namerow of AOL's online radio unit. "We needed to monetize radio better."

In May, CBS Radio announced it would power behind AOL's radio player.

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