Radio: Embrace digital realities or die

Says Internet pioneer Vint Cerf:

Since mobile phones already outnumber personal computers by 3 to 1, [the future for media companies is] all about portable interactivity. With mobile devices already outnumbering people on the planet, distribution is fast becoming a commodity. As distribution becomes more ubiquitous, the future is about continuously providing compelling new content that interactively engages users–a critical point that falls on deaf ears [among media companies].

Read that again: “Distribution is fast becoming a commodity.”

Over-the-air radio is one channel of distribution (and HD Radio, by the way, is that same one channel).

Read that again: “As distribution becomes more ubiquitous, the future is about continuously providing compelling new content that interactively engages users.”

In other words, when you can get anything, you want something.

Broadcasters have a unique opportunity: To invest – and I mean invest heavily and wisely – in digital strategies now, which we still have the biggest and best media loudspeakers in existence. To invest in content that can thrive across multiple distribution channels. Unique, compelling content.

And to make radio content portable and interactive regardless of whether or not listeners are tuning in your frequency to get it.

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