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Radio Personalities Turn to Web Video

Streaming video is becoming more prevelant on websites of all media outlets, and radio is no exception - a trend that is making for big changes in the way stations are run and personalities act, according to the New York Times.

The embracing of online video by radio stations is fueled by a desire to both engage the audience in new ways and search for new revenue streams. While video does not make up a large percentage of overall radio advertising revenue, more offerings open up more potential inventory to sell.

Most industry executives say they will produce video, and subsequently sell ads, based on the radio's historic strengths as a personality- and event-driven medium.

Videos produced by radio stations tend to be rougher and less polished, something that also plays more closely into listener perceptions of radio compared with the polished productions from television or other outlets.

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