The New York Times is a newspaper. Yet on their website, they have video and audio interviews. They have taken their single media product and turned it into a multimedia web presence.
The radio station I work at, 95 Crave, is doing the same thing today.
We are live at a mall doing a Madonnathon dance contest for Madonna tickets. Radio stations do live, on site events all the time. Usually to a small crowd. However, this event is being streamed online with a camera hooked in to a laptop over Ustream.
Your radio station probably already has a video camera. It already has a laptop. Ustream is free.
A one dimensional event can become multimedia, and experienced by virtually your entire audience.
catch the buzz … pass it on.