Instead of turning on your AM or FM dials, or calling specified telephone numbers, Denver Sports Radio invites fans to utilize computers, cellphones and other electronic devices to get involved in the world of sports.

Financed primarily by Pinnacor, a financial investment firm, the online service is operated by the controversial Dino Costa, in and out of the Denver sports-radio scene since 2002.

"We're pioneers in this venture," Costa claims.

"To my knowledge the only other online sports station gearing up for operation is in Chicago."

Denver Sports Radio has hit the electronic ground running, featuring a handful of familiar sports media personalities during weekday hours.

Denver Post sports columnist Mark Kiszla and "LoDo" Chad Andrus lead the sports morning (9-11 a.m.), following a two-hour business news show hosted by David Kaiser, a principal investor.

J.J. McKay and Rick "The Coach" Marshall offer opinions from 11 a.m.-1 p.m, with Costa's three-hour stint running until 4.

Junior and Robby Mauck, two avid sports fans found in a LoDo bar, take over until 6 p.m.

Repeat broadcasts (is that still a workable term here?) run until 7 p.m., when Sean Walsh begins a three-hour program.

Overnight programming and weekends are still works in progress.

Costa believes the online station will be heavy on commentary by hosts, rather than calls from listeners.

As an example, he points to Saturday's coverage of the NFL draft from a sports bar in Firestone that featured former Broncos Randy Gradishar and Bucky Dilts and former Broncos general manager Ted Sundquist.

"But we still urge listeners to call or get involved through chat room discussions," Costa said.