As in-car media options multiply almost daily, with video and gaming now joining audio in a widening menu, what should broadcast radio's strategy be?
In a guest column for Redtech, Xperi Senior VP of Broadcast Radio and Digital Audio Joe D'Angelo suggests that radio expand its own capabilities to go toe-to-toe with the new players.
“As cars become both connected and autonomous, we are seeing diverse media and entertainment services integrated into car dashboards,” D'Angelo says. “While many may dismiss video and gaming as inappropriate and unsafe for use in the front seat of vehicles, automotive manufacturers are including such services, [and] there are already television commercials highlighting hands-free driver assist solutions.”
As a result, D'Angelo adds, “These solutions pave the way for more immersive media content and open up monetization opportunities.” Radio should be no exception, especially with Xperi at the ready, he argues. “DTS AutoStage, Xperi’s global entertainment platform for the connected car, is helping radio broadcasters secure the audio experience in the car and enable their participation in this expanded media landscape with both video and gaming.”
D'Angelo notes that since the platform's launch in 2020, it “has consistently evolved with new services to the advantage of broadcast radio, while meeting the growing expectations of the auto industry. It has fully integrated artist images, cover art, song lyrics, events, artist bios, podcasts and catch-up catalogs, and recently launched personalization and recommendations to keep the audience engaged with radio content.”
How can radio use these services to its advantage in cars? “The rapidly expanding audio driving games category – primarily designed around content, and using an audio interface in the connected dash that is safe for drivers to play – presents an opportunity,” D'Angelo says.
“Who better to create content and challenging quiz shows for drivers than local radio? The opportunity to have a companion game running alongside a broadcast radio show is a reality. Consider the possibilities: The new 'Name That Tune,' 'Guess That Lyric,' game shows and local, regional and national trivia and sports quizzes. The opportunities are endless.”
D'Angelo points out that these services, via DTS AutoStage, are currently available from 10 original equipment manufacturers, with seven more launching in the coming year, and live services in 144 countries. “All broadcasters can join the ecosystem,” he says. “It’s free, and [it's] the only platform delivering near real-time analytics on where, how and when, and what an audience is listening to in the car.”
With Xperi having recently integrated and launched DTS AutoStage's video service powered by TiVo for OEMs, D'Angelo urges radio to get its feet wet. “While all this may sound daunting, it’s an opportunity for broadcasters to be quick to market with solutions and services and leverage their audience to expand their reach and engagement.”
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