There are a lot of digital audio platforms out there, but when it comes right down to it, none of them come even remotely close to matching the ubiquitous reach of AM and FM radio. But digital is there, and, says NJBA President/CEO Paul Rotella, can be put to work to make AM and FM even better.
Addressing last week’s NJBA conference, Rotella addressed the topic as part of his State of the Industry address.
Rotella said, “This conference confirmed that we are embarking on the embryonic establishment of a whole new era of interactive broadcast, benefiting our industry and our vast and diverse listening audiences.”
Rotella explained, “There is no question that interactivity has changed how people communicate. We no longer listen to radio. We experience it! These new technologies are the perfect complement to the timeless technology known as radio. It’s why broadcast has a new attitude!”
Rotella continued, “New technologies are historically married to the American consumers’ beloved radio, with AM/FM radio being the anchor technology for 8 track and cassette players, cassettes, all kinds of Bluetooth devices, and now, the smartphone with NextRadio and the activation of the FM Chip. These popular technologies all have radios as an integral component to their repertoires! NextRadio and our industry’s initiative to activate FM Chips in our cell phones are prime examples of our cultivated partnership with digital technology.
Interactivity, brought about by the digital tools we have at our disposal, is the future of broadcast. It allows us to connect and consume radio like never before. It allows us to instantly create audio and video content, and interact with our audience and our sponsors, like never before!”
