MUMBAI: Campaign tools that help the industry convey the power of radio are making a difference, according to NAB President and CEO David K Rehr.
Delivering the “State of the Industry” opening keynote for the 2009 NAB Show in the US on Monday, Rehr said that earlier this month, 90 per cent of radio insiders surveyed about Radio Heard Here (the consumer phase campaign of Radio 2020 – NAB’s initiative to ensure radio’s value ) said that tools that are being used by the industry are helping to underline the power of radio.
Two years ago, NAB launched Radio 2020 – an initiative to ensure radio’s value will be recognized well into the future. As part of the 12 year commitment to correct perceptions about radio, NAB has joined with the Radio Advertising Bureau and the HD Digital Radio Alliance to have “one voice” for radio. As part of the strategy to revitalise the medium, the consumer phase of Radio 2020 – the Radio Heard Here campaign was launched at the NAB Show last year.
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“With Radio Heard Here, we’re reminding everyone — the radio business, advertising community, electronics industry and listener that radio has a great impact on people’s lives,” said Rehr.
NAB currently has a wide spectrum of initiatives that are engaging virtually the entire ecosystem that radio touches, including the 235 million people that tune in each week. NAB is also working with technology companies to showcase new innovation and is fostering a new generation of radio listeners and reaching out to them through its Web site, blogs and social networking.
Rehr said that contrary to perceptions a couple of years ago that the rise of MP3 players and other competing platforms would make radio seem obsolete and that listenership was declining, radio has emerged stronger.
The industry’s goal for radio is – Wherever there is a speaker or a pair of headphones, radio will be there, said Rehr.
Internet streaming is another way of bringing radio to the listeners, he said. “Much of Internet listening by Americans comes from local radio stations streaming. A recent Arbitron study notes that an estimated 42 million Americans listen to radio online each week. NAB recently negotiated a deal with Sound Exchange to ensure radio stations can continue to stream online, and more stations can begin to stream in the future. The deal provides more reasonable streaming rates and ensures certainty of costs through 2015. We also negotiated deals with the four major record labels, which provide flexibility in promoting artists and songs as stations stream.
But online listening isn’t the only way radio fans are enjoying new choices.
HD Radio technology means not only crystal clear sound, but more channels, new formats and new content. NAB is working with the HD Digital Radio Alliance to educate the public, manufacturers and the auto industry about the great benefits of HD Radio. Automakers offering HD Radio features as factory or dealer options span 14 brands across 82 models,” he said.
NAB has been reaching out to US mobile phone carriers to include FM chips in cell phones, bringing radio to upwards of 250 million devices in consumers’ hands. FM receivers in cell phones could provide another revenue stream for cellular network providers. And integrated FM receivers would give cell phone users access to the Emergency Alert System, he added.
Verizon Wireless, AT&T and T-Mobile are including FM radio-capable handset devices in their offerings, and the industry is working to get Apple on board as well, Rehr remarked.
