Clear Channel Radio has rolled out mobile radio programming that it hopes will further extend its local radio station brands. WHTZ-FM Z100 will now stream live radio and features directly to cell phones across the country served by Cingular Wireless, writes MediaBuyerPlanner.

Subscribers of Z100 Mobile can use phones to listen to streamed and on-demand content, including podcasts of celebrity interviews and popular segments. They can also find the title and artist of the last 10 songs played on air, make a song request directly to Z100 and receive a text alert 15 minutes before the song is played, get free station wallpapers for their phone, rate listener-submitted photos and obtain real-time reports on local traffic.

The interactive service is $2.99 per month, unlimited streaming is another 99-cents per month. Charges will be applied to subscribers' monthly phone bill. Cingular gets a "big chunk" of the proceeds, R&R reports.

DKNY Jeans is the first sponsor of Z100 Mobile, providing daily fashion tips integrated within the mobile content package.

Some 20-30 more popular Clear Channel stations are expected to be added to the service by year's end, and a total of 100 stations will be offered within the next 12 months. Clear Channel is also negotiating with wireless carriers Verizon and Sprint to expand the service to their subscribers.