Avid music fans in Los Angeles are already well aware of 89.9 KCRW’s role in the scene. And with the ability to listen to the station’s programming anywhere in the world via its website, it has become a popular source for breaking new talent. But today KCRW introduced a media player that brings the station further into the Web 2.0 world of digital radio.

"There isn't another media player that offers listeners all these features in one place,” said Anil Dewan, KCRW’s Director of New Media, in a press release. “The player allows them to access playlists, subscribe to podcasts, embed content on blogs, buy a CD from an artist or a book of the author being interviewed, and share links to their favorite programs with friends. The goal was to create a player that offers listeners the ability to listen to our streams or watch video while also encouraging them to explore -- and bookmark -- the station's deep on-demand archive.”

The media player might eventually allow KCRW to compete with other, much larger music and news content providers. In the music world, the station is a mandatory venue to land live, on-air performances. And with Los Angeles being a stopover for any serious band, the demand to perform on KCRW’s airwaves is far greater than the station’s ability to supply it.

That has created an enormous library of content featuring acts that went on to become household names, putting on some of the best live performances of any given year.

But KCRW produces much more than music content.

“The extraordinary diversity and variety of programming offered on KCRW makes it a unique webcasting operation as well as a broadcast station. Our archives go back more than ten years and our audience extends around the world thanks to podcasts, on-demand features and streaming capabilities,” said KCRW General Manager Ruth Seymour. “While KCRW is seen as a cutting edge music station, it also enjoys a significant reputation as a producer of important public and cultural affairs programs. The media player will offer listeners the adventure of KCRW as a place of discovery.”

You can check out a preview of the media player here.