After watching rival radio companies such as Austereo Group and Macquarie Radio Network roll out a string of internet and mobile phone products over the past 12 months, Southern Cross Broadcasting is getting ready to step into the digital media area.

Neil Shoebridge reports in the AFR that, before the end of the year, the network will launch a website called My Talk, based on content from radio stations such as 3AW, 2UE, 96FM and 4BC, plus news and current affairs from its regional TV network. It would include content from star announcers such as 3AW’s Neil Mitchell and 2UE’s John Laws.

Southern Cross chief executive Tony Bell said: “My Talk will operate as a separate business with its own management and staff. It will produce its own revenue through online advertising and its own profits.”

Macquarie Radio and Austereo have described their digital media products as experiments but Mr. Bell has taken a different approach, telling the AFR: “My Talk will not be an experiment. It will be a real business and will be expected to make money.”