In the hopes of retaining its popularity, a radio station based in Moscow launched a new website and VIP program for listeners.

These very important listeners of "Echo of Moscow" give up anonymity but in exchange get inside access to the station.

In an era when radio faces fierce competition from Internet radio, podcasts, satellite radio and dozens of other entertainment options, Echo's initiative will sound familiar to IJNet readers who followed our stories on what news organizations can learn from Zynga's "Mafia Wars" and Meebo, used by The Christian Science Monitor to track loyal readers.

The popular Russian news radio, founded in 1990, now registers "privileged users" ("users in red frames" -- their names are in frames), "registered users" (called "users in blue frames") and "users with minimum registration."

To become "privileged users," listeners must disclose their last and first names, occupation and the city where they live. All this information will become available to the public. These VIP users get priority when it comes to asking questions to radio guests, they can complain directly to the website editor about comments, can become experts and are also allowed to download photos.

The "users in blue frames" submit less info, but in return they can publish only up to 20 comments or questions without moderation a day.

The "users with minimum registration" can go by nicknames and email addresses and are allowed to publish up to 11 comments or questions which will appear on the website only after approval.

Many radio stations have tested loyalty programs to gain market share and encourage longer listening, but this is the first one we've seen that centers around the sticky question of anonymous comments and offers better access to editorial staff instead of the usual t-shirts and swag.