A Clear Channel Radio Station (Clear Channel is a media conglomerate) is now going to be testing a new way to broadcast commercials. Rather than a whole bunch of 30-60 or 90 second commercials they will do hour sponsorships. The station is also changing music formats. Said the general manager of the station to the New York Times:
"The Dallas station is also overhauling its format, switching from classic rock to a Texas-inflected rock-country hybrid. An average hour will include the likes of Lynyrd Skynyrd, Bob Dylan, Johnny Cash and Drive-By Truckers. That, too, is raising eyebrows.“In a major market, for a classic rock station to change formats is really an anomaly,” said Fred Jacobs, a radio industry consultant from Detroit who helped popularize the classic rock format in the mid-1980s. “You could make a nice, long, healthy list of top five stations that are classic rock,” and several would be No. 1 or No. 2 in their markets, he said.
But Mr. Freeman, the Dallas station manager, says he has had his fill of classic-rock bands like Led Zeppelin. “A friend of mine said, ‘They’ve been climbing that stairway to heaven for 30 years, you’d think they’d be there by now,’ ” he said."