The Infinite Dial

Now that analog TV transmitters are turned off, digital sub-channels are available, and Journal Broadcast Group is taking advantage with a unique marketing idea - directly tying its radio stations to a TV operation.

"The CoolTV," which recently launched in Milwaukee, boasts a format of music videos and promises 24/7 entertainment based on its sister radio station WLWK, 94.5 FM. Available on Channel 4.3 in Milwaukee (for those who have a converter box or a digital television,) it promises about 30 to 40% music that is targeted to the local population and is being touted as a TV version of its radio counterpart "The Lake," playing videos from the 60s through today.

Besides its Milwaukee debut, "The CoolTV" is also on air in Las Vegas, Dallas, Houston and Philadelphia. These markets share 60-70% common programming, and according to the website, a national program block is in the works.

Will this media collaboration catch on with other radio stations? The concept is an interesting one, and the availability of the digital sub-channels could open up some new opportunities for radio to broadcast local concerts and other events. Since "The CoolTV" bills itself as "a music channel that plays music, period," it seems well suited for music-driven FM stations, and could even develop into what MTV and VH1 were back in the good old days (when they actually played videos) with the additional twist of a local focus.

It will be interesting to see if these hybrids pop up more regularly. Maybe video didn't kill the radio star after all!