It’s a global, industry-wide campaign co-chaired by the UK’s Bauer Media Group and Swedish Radio/EBU designed to bring together broadcasters and all interested parties to ensure broadcast radio remains “accessible, prominent and discoverable in connected cars, protecting its role as a trusted, free and universal in-car audio service.”
Count the NAB among the global coalition of entities dedicated to “safeguarding radio’s prominence” in the connected car dashboard. The NAB’s addition marks the first time a U.S.-based industry organization has joined the campaign, bringing American leadership to a global effort that already includes major broadcasters across Europe, Africa and Australia.
As the group sees it, the NAB’s addition “significantly strengthens Radio Ready’s presence across North America and the United States, bringing the leading advocate for America’s broadcast industry into the growing international coalition working to keep radio front and center for drivers.”
While radio remains a top choice for in-car audio in many locales, new technology in vehicles has made tuning to AM/FM radio more complex. In response to automakers making Radio more difficult to find in vehicles, Radio Ready was launched.
“Radio has long been an essential part of the driving experience, delivering trusted local news, lifesaving emergency information and the entertainment Americans rely on every day,” said NAB President/CEO Curtis LeGeyt. “As dashboards evolve, ensuring broadcast radio remains accessible is more important than ever. By joining Radio Ready, NAB looks forward to partnering with broadcasters from across the world to ensure that free, trusted radio remains easy for drivers to find and use in the vehicles of today and tomorrow.”
