Radio Replaces Commercials With Sponsors

Dallas station moves to keep up with the iPod generation
By Sarah Seltzer,  Newser User
Posted Apr 23, 2007 9:33 PM CDT
Music is dowloaded from a computer to an iPod , in this May 9, 2006 file photo taken in Paris. The European Commission said Tuesday it had opened an antitrust probe into allegations that Apple   (Associated Press)
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(Newser) – In a throwback to the days of Texaco Star Theater and the Colgate Comedy Hour, a Clear Channel radio station has ditched spot ads in favor of hourly corporate sponsors. In an effort to compete with uninterrupted satellite radio and mp3 players, DJs on KZPS-FM in Dallas will pepper their banter with references to that hour's backer.

The first four sponsors—Southwest Airlines, AT&T, Coors and Guitar Center—get sporadic on-air mentions and a ban on competitors' ads on the station. The experiment by Clear Channel also spells trouble for Dallas Deadheads: KZPS's overhaul includes dumping the classic rock format in favor of a rock-country blend.