BIG RADIO FACES THE FUTURE.

Three news items involving CBS Radio this week, two of them breaking today, dramatize the Big Radio Guys' approach to the new media revolution.

1) CBS announced that the programming of its "Modern Rock" KROQ, Los Angeles, will now be heard on two of its "FreeFM" talk stations' HD subchannels, San Diego and Phoenix. Another of those intensely local programming moves that characterize the HD radio rollout. Reminds me of the early days of FM, when most of them simulcast their co-owned AMs. Now, there's satellite and ISDN lines, so simulcasting goes city-to-city. Yawn.

2) Three of CBS's all-sports stations, WFAN (NYC), WSCR (Chi), and WIP (Philly), will be available on Sprint's "mspot" radio-on-your-cellphone service. You gotta pay for it. Uh-huh, another BRG (Big Radio Guy) company gets on the cell system (FMQB). I give 'em B-minus.

3) Les Moonves, the BK (Big Kahuna) of CBS TV and Radio, is telling the stock jocks he's open to sell some radio stations to improve the "underperforming" division's numbers (Marketwatch).

The first two DC (Deck Chair) moves come from the operating guys, #3 from headquarters, where they don't have to worry about staff morale.