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E*Trade Takes to the Airwaves

Sounding more and more like a financial services company to be reckoned with, E*Trade Group Inc. launched a radio content syndication service featuring original financial news programming for radio stations across the United States.

The Menlo Park, Calif.-based company , which has been moving aggressively to become something more than just another online brokerage, said the launch is part of its "Personalized Digital Financial Media strategy to deliver branded financial news, content and information ..."

"By offering original news content, E*Trade also enhances its visibility as a trusted and leading source for financial news and information," said Pam Kramer, the company's chief content development officer.

E*Trade will eventually offer radio stations a variety of business news and personal finance programming. The first program available through the service is the E*Trade Investor Minute, produced and anchored Monday through Friday by financial correspondent Chris Chan.

At launch, the segments are aired on the company's flagship radio program, E*Trade On Air, and can be heard each business day via streaming audio at 9:30 a.m. Eastern Time at the company's online Media Center. Selected Investor Minute pieces can also be heard on WNEW-FM, ESPN radio in New York a nd KLSX-FM in Los Angeles.

The Media Center features two-live half-hour programs daily, hourly market updates and interviews with writers and analysts from various financial publications. Via its Chicago-based partner, WebFN, the Media Center also provides 12 hours of continuous live market coverage.

Earlier this month E*Trade rolled out a planning and advice product that includes financial forecasting tools and the ability to consult directly with personal financial planners through Ernst & Young. And it has been opening real-world investment offices, the flagship being located in New York City.