Perez Hilton’s ‘exponentially amazing’ old media deal

PerezhiltonA child of new media is spreading his gossipy wings into the oldest of broadcast media.

Yes, Perez Hilton has inked a radio syndication deal, with ABC Radio Networks and C Student Entertainment. It’ll be Perez in small doses — two-minute celeb dirt and dish updates running twice a day (morning and afternoon drive times, natch) on weekdays, starting May 5. He’s already got stations lined up in Gotham (WQHT-FM aka “Hot 97”), Los Angeles (KPWR) and Chicago (WBBM-FM). C Student is the newly launched production banner of Premiere Radio alum Steve Lehman and former music biz and MTV alum Andy Schuon.

Hilton (who was born Mario Lavandeira but assured me he prefers his online moniker) said he’d recently been approached with a number of radio offers. He settled on C Student as his production partner because he felt comfortable with Lehman and Schuon and their take on his peculiar brand of celeb-toid reportage. The expansion into radio — in addition to his high-traffic blog, Perez hosts VH1’s trashy “What Perez Sez” — is all part of his master plan. He’s not merely a 21st century Rona Barrett in drag; he’s a brand, of course.

“My whole goal for 2008 has been to really actively and aggressively try to grow my brand and live up to my self-appointed title of Queen of All Media. This is one wonderful way to do that. It’s going to be a lot of fun, and the results will be exponentially amazing,” he said. Not that he’s excited or anything.

But radio is a uniquely cool medium with incredible reach. People who would never in a million years stumble across Hilton’s blog or his VH1 show will hear his 120 seconds of gossip in major markets. Which in turn will drive his blog traffic and TV show ratings. And radio is a wonderfully user-friendly medium for talent. With a fancy microphone that plugs into his laptop, Perez will be able to record and send via an FTP site his reports from whatever den of debauchery he may be visiting on any given night.

So let’s face it — love him or loathe him and everything he stands for — it’s good to be Perez Hilton.

“It’s a Cinco de Mayo party with Perez,” he enthused, noting his May 5 preem date.

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