Radio network Westwood One is adding mobile interactivity to its programming through a multi-year deal announced Wednesday with mSnap Inc., reports MediaWeek.

The agreement will provide select Westwood One music, talk and sports programming with mobile advertising capabilities, and will allow on-air personalities and advertisers to engage listeners in an interactive mobile dialogue.

By integrating mSnap's mobile marketing platform with Westwood's radio network, listeners can communicate with each other and with the radio programs, and advertisers can send text messages to consumers' mobile phones, making both programming and advertising more interactive.