Here’s an interesting partnership that could have some radio executives scratching their heads and some TV executives salivating at possibilities for greater content and brand exposure.
TEGNA-owned NBC affiliate WXIA-11, branded as “11Alive,” in Atlanta has launched “11Alive Radio” on Pandora.
Don’t expect any news, however, or programming tied to its Morning Rush wake-up program.
According to TEGNA, “Consumers can engage with the media company through a diverse set of music genres and artists specifically chosen by 11Alive’s Morning Rush anchors Shiba Russell, Chesley McNeil, Crash Clark and Francesca Amiker.”
It’s therefore a branded channel that’s designed to be a marketing add-on of the social kind, rather than an additional outlet for station content.
“Taking the lead as the first broadcast television station to launch a Pandora radio station, we want to provide consumers with a fun and personal way to connect with their favorite news anchors,” said WXIA Director of Marketing Amanda White. “Whether you need tunes for sitting in traffic, cooking, relaxing, or working out, 11Alive Radio will provide a variety of music for all tastes.”
What can listeners hear? Among the songs on this branded music channel are classic tracks including “Lovely Day” by Bill Withers, ‘Everybody’ by Backstreet Boys, “Groove Me” by Guy, “Don’t Stop Believing” by Journey, and “Diamonds” by Rihanna.