Radio Ready has gained advertising industry support as egta joins the connected car campaign.
The international trade body for multiplatform TV and audio businesses has become part of the global industry effort to keep radio accessible, prominent and simple to discover in connected cars.
Radio Ready was set up as a shared response by broadcasters to changes in the in-car entertainment market, where radio remains important to drivers and passengers but is now competing for visibility within more complex dashboard systems.
egta’s involvement brings advertisers and commercial media partners further into the campaign, alongside broadcasters and media companies already working on the issue.
The campaign says the work matters for listener choice, convenience, and radio’s role in carrying trusted information, including public safety messages and emergency broadcasts.
Thierry Mars, Director Radio at egta, said: “Radio’s future in the connected car is not just a matter for broadcasters, it is about preserving consumer choice, accessibility and the unique value that radio brings as a trusted companion to millions of listeners every day.”
Tobias Nielsen, SVP Digital, Bauer Media Audio, said the issue was “not demand for radio but ensuring it remains easy to find and access.”
Wouter Quartier, Head of Radio at the EBU, said radio’s prominence in the car is “essential for audiences, broadcasters, advertisers and the wider audio ecosystem.”
Radio Ready now brings together 25 broadcasters, associations and partners across 15 countries.
The campaign was founded by Bauer Media Group and Swedish Radio with the European Broadcasting Union.
More information is available at RadioReady.info.
