How are radio broadcasters embracing new connected technologies to remain relevant?

30.07.2020

On Monday 27 July, TU Automotive held an online webinar called How are radio broadcasters embracing new connected technologies to remain relevant. Hosted by Doug Newcomb, Senior Industry Analyst, Ward Intelligence, speakers included Laurence Harrison, Chairman, WorldDAB Automotive Group, Scott Burnell, Global Lead, Business Development & Partner Management, Ford Motor Company, and Joseph D’Angelo, Senior Vice President, Radio Broadcast, Xperi.

 The talking points in this session included questions on what the outlook is for radio, and whether it has a place in the connected car; how radio stations can secure their prominence in the car; why radio has survived when other technology platforms have not; how radio can compete with new services in the car, and leverage podcast and streaming content to increase listenership, as well as balance local and more general radio topics.

 Laurence Harrison emphasised the growth of radio listening throughout the COVID-19 pandemic, highlighting the growing number of listeners who have and continue to tune in worldwide. According to Harrison, people have turned to radio as a trusted medium, and a source of news and support, showing the strength radio still has in connecting people.

 D’Angelo noted the important role radio still plays at home and on the road, and while he noted that radio is going through a period of transition –  by embracing new technology platforms such as DAB and HD radio – it will continue to be an integral part of the car in the future.

Scott Burnell noted that that the core competency of radio is to deliver a wide range of content, from music to sports coverage, news to traffic information. “Too often people get wrapped up in saying we are radio or we are broadcasters”, Burnell said, stating that first and foremost, broadcasters’ role is to deliver content to listeners. He noted that while OEMs are willing to take AM radio out of the car to reduce the costs, broadcasters need to evolve and examine the different ways in which they deliver their content.

 The discussion then moved on to how radio deals with licensing rights and relationships with different service providers. These are the platforms where radio broadcasters can experiment with content, particularly with regards to new revenue streams. Speakers agreed that broadcasters will gravitate to platforms on which they have greater control, with variations on their existing business models.

 As noted by Laurence Harrison, WorldDAB are now focused on the user experience, with hybrid radio – combination of broadast and IP – providing the best possible experience for the driver.

 Ford’s Scott Burnell from also noted that the radio industry needs to focus on its strengths – the ability to be local and provide a human connection that streaming services cannot offer.

 The group talked about the extension of services in the car, and how drivers need to be educated on all the new technologies that are available. Radio’s unique ability to provide and combine on-demand, catch up and live content was also emphasised.

 The EECC Directive, which requires new cars across Europe to have digital radio capabilities by the end of 2020 was also discussed, with speakers acknowledging this gives both OEMs and broadcasters more certainty and clarity about the future of radio in cars.

 The webinar touched on a large number of key points about the development of radio in the car, and the importance of using metadata to enhance the driver experience was also underlined by Harrison, who highlighted that WorldDAB is launching a campaign to promote the importance of good metadata from broadcasters to ensure a great dashboard UX. WorldDAB has also launched a set of UX Guidelines, and is now helping re-draft and adapt them for the American market.

 As noted by Joe D’Angelo and Scott Burnell, users bring their habits into the car –  if broadcasters can offer rich content in the home, they can leverage the engagement with the listeners to lead drivers to their linear offering in the connected car.

 For questions about the WorldDAB Automotive Group, its work on user experience and the best use of metadata, please contact: Rosemary.smith@worlddab.org.