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Letterman on the radio beginning next week

As has been rumored (RBR e-paper 11/4), CBS's "Late Show with David Letterman" will be broadcast weeknights on Infinity stations in major markets starting 11/11, it was announced by Infinity Chief John Sykes.

15 stations, not all Talk-intensive, will broadcast the show live (11:35 PM- 12:37 AM ET/PT) and more are expected to follow suit in the weeks and months to come.

"We feel this is a great opportunity for David Letterman's millions of fans to listen to the show while they're driving in their cars or away from their homes," said Sykes. "Plus, FM radio will be an amazing new platform to showcase the music of Paul Shaffer and the CBS orchestra. We're also very excited to be working with Leslie Moonves and CBS in bringing this great television talent to radio, where we're confident he will attract a whole new fan base."

The NY Times reports Infinity stations will carry the show free, in exchange for numerous promo announcements on the show daily.

Here's the list of affiliates:

1) WNEW- New York

2) KLSX-Los Angeles

3) WCKG-Chicago

4) KKWV-San Francisco

5) WYSP-Philadelphia

6) KYNG-Dallas

7) WJFK-Washington

8) WZGC-Atlanta

9) KAMX-Austin

10) KXOA-Sacramento

11) WFNZ-Charlotte

12) KZON-Phoenix

13) WYUU-Tampa

14) WQSR-Pittsburgh

15) KVSR-Fresno

RBR Observation:

Not a bad idea, if you can't secure decent nighttime syndicated talent. We figure is might be great for those who work late shifts who can't watch TV on the job. However, much of the show's visual-oriented material will be lost on the translation, of course. Most of all, it sounds like a great scheme to drive up the TV show's ratings. But be careful on both sides of the broadcast: Will people remember to report listening to Arbitron if, in their minds, they're listening to a TV program, not radio? See our AdBiz section for buyers' comments.


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