Clear Channel Radio is adding access to direct-to-consumer mobile content service Thumbplay to more than 650 local radio station Web sites. Each station will feature a customized version of the Thumbplay mobile content store that offers format-appropriate content.

For instance, a "Just Played" box will feature mobile content based on the stations current playlist. Station DJs can also use an included widget to highlight favorite ringtones and other content themselves.

While content purchased via the Thumbplay service is charged to the buyer's mobile phone bill, the mobile operator is not involved in marketing the service and does not appear on users' mobile phone menu options.