The National Association of Broadcasters has joined Radio Ready, a global coalition focused on keeping radio prominent in connected car dashboards.
NAB’s involvement expands Radio Ready’s reach in the United States, bringing a major advocate for American broadcasters into the international group.
As dashboards in new vehicles become more complex, it is becoming harder for drivers to find free, local radio.
The main challenge is not a lack of demand, but rather the difficulty of discovering radio among other digital options.
Radio Ready was created to address this issue by uniting broadcasters worldwide. The coalition will ensure AM, FM, and digital radio remain accessible and easy to use in modern vehicles, while also providing a collective voice when working with automakers and technology companies.
NAB is the first US-based industry organisation to join the campaign. The coalition already includes broadcasters from Europe, Africa, and Australia.
NAB President and CEO Curtis LeGeyt said that as dashboards evolve, it is more important than ever to keep broadcast radio accessible.
Wouter Quartier from the EBU noted that NAB’s involvement is an important step in building a strong, unified voice for radio worldwide.
Tobias Nielsen, SVP Digital at Bauer Media Audio, commented: “Radio Ready is our industry’s unified response to a defining shift in how audiences access audio.
“As connected cars become more complex, the challenge is keeping radio visible and discoverable. Welcoming NAB brings the voice of the U.S. broadcast industry into the coalition and significantly strengthens our momentum across the United States.
“Together, we are reinforcing the global collaboration needed to keep radio front and centre in the car.”
