rds is what some channels use to communicate info for display on a RDS compatible HU
some use it to display traffic info, news headlines, song name, etc
It's up to the radio station what they send for display. Around here there's a certain station that'll display song title and artist (like a MP3 ID3 tag) then when he's talking he'll type in whatever....like the station phone number or random thoughts in his mind...or what he'd like to do to the lady talking to him on air (that's landed him in hot water before though).