US radio network Cumulus Media may be best known for its on-air content. But, if JT Batson has his way, the group will soon also be profiting from on-line multimedia presentations.

The company’s chief revenue officer tells Beet.TV about plans for Cumulus’ Nash country music station: “On January 1, we’re launching Nash TV, which is a full web video component. In December, on Fox television, we’ll have a Nash award show… building a 360 degree) component, building off the back of the great brands we have, in video.

“Starting in January, our video assets have to be bought as part of a whole package (not separately), because we think the whole idea of being able to sponsor something on-air, on-line and mobile is going to drive most value for our brands and provide a consistent experience for our consumers.”

Cumulus took a shareholding in music streaming service Rdio in September and is even using video ad formats to help the company monetize its audio streams.

Batson was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.