- Katy Bachman, Mediaweek

Emmis Communications launched Tuesday (Jan. 6) an iPhone application for three of the company's best known radio brands, WXRP-FM (101.9 RXP), WQHT-FM (Hot 97) and WRKS-FM (Kiss FM) in New York. Developed by RadioVoodoo, the application, which has yet to include streaming audio, provides listeners with direct access to the station via features such as "now playing" information, playlists, lyrics, polling and the ability to instantly download songs from the Apple iTunes store.

Emmis is the third major radio group to extend distribution to the iPhone, joining Clear Channel (iHeartRadio) and CBS Radio/AOL Radio. But unlike CC and CBS Radio, which aggregate their streaming radio portfolios under one application, Emmis is taking a more local approach with a branded appliation for each of its stations.

Although Emmis' station iPhone applications don't offer streaming yet, the company is working to bring it online in the next month or two.

"Right now the application is more of a companion piece for the station," said Brian D'Aurelio, dirctor of marketing and digital for Emmis in New York, who described the player as "a remote control for your radio station."

Emmis is also working with RadioVoodoo to add additional features including video and links to artists on YouTube, games and other promotional elements.