CANNES: While MIPTV 2005 was all about trying to get a grasp on the new technologies and applications out there, it was refreshing to hear someone extolling the virtues of radio.

Radio has for decades been about participation and visual radio is about making participating easier than ever, said Nokia multimedia business group marketing manager Reidar Wasenius.

Highlighting the potential of the visual radio market, Wasenius said there would be 100 million visual radio enabled cell phone users by end-2006.

Wasenius said that radio stations in the UK (Virgin Radio), Finland (Kiss FM), Germany and Singapore have already agreed to offer listeners the service. Wasenius expects to announce deals in France, Scandinavia and other Asian markets soon. Visual radio enables listeners to interact with stations via a screen on special handsets. The handsets have FM radio inbuilt into them. If listeners hear a song they like or are interested in a commercial, they can request a ringtone or order the product advertised, among other options.

"Compelling visual content will be needed by the radio stations because interactivity on the go can forge relationships with the listener," Wasenius opined.