South Africa’s main commercial radio body has become the first African organisation to join the Radio Ready connected car campaign.
Founded by Bauer Media Group, European Broadcasting Union, BBC and several European broadcasters and radio groups, now the National Association of Broadcasters South Africa has joined the industry initiative.
This extends Radio Ready’s reach beyond Europe and Australia as connected car distribution becomes a bigger priority for broadcasters worldwide.
More than 23 broadcasters, industry groups and associations are now involved in the campaign, which launched in summer last year to support radio’s visibility and accessibility in connected vehicles.
The latest addition follows increased industry attention on in car listening after the Connected Journeys campaign for World Radio Day earlier this year. Connected car strategy was also widely discussed during sessions at Radiodays Europe.
Nadia Bulbulia, Executive Director of NAB South Africa, said: “NAB South Africa is proud to join the Radio Ready campaign as radio remains vital in Africa and the evolving media ecosystem.”
Nadia added that the organisation was encouraged by the opportunity to contribute “an African perspective” to discussions around in car radio, particularly as listening continues across both private vehicles and commuter taxis.
Tobias Nielsen, SVP Digital at Bauer Media Audio, said the campaign was helping bring the industry together to ensure radio remains simple to access in connected cars.
“Welcoming NAB South Africa is a particularly important milestone, marking our first partnership in Africa and reinforcing the global relevance of this work,” he added.