Sprint has announced a deal with RealNetworks to broadcast Rhapsody Radio over its cellular network. This will provide certain cellular phones with the ability to access the streaming radio for a monthly service fee of US$6.95. All the usual categories such as rap, hip hop, alternative, pop and country will be catered for. Sprint will also carry streaming podcasts from KCRW and others.

The biggest advantage of Rhapsody Radio for the industry, IDC research analyst Dave Linsalata said, is that it will broaden consumer awareness of listening to music over their phones. "There are a number of devices you can use to play MP3s or music on your phone, but not a lot of users know about it; not a lot think of the mobile phone as a good platform for music," he said.