The L.A. Times Explains NextRadio To The Public
June 18, 2015 at 3:57 AM (PT)
One of radio's most important ventures, the NEXTRADIO app, has gotten some great press in THE LOS ANGELES TIMES.
The paper writes, "After APPLE INC. announced a new music app that will use people to create real-time song playlists, HBO "Real Time" host BILL MAHER joked that the company should be congratulated for "inventing radio."
"But the radio industry isn't laughing, because it needs to hold on to young listeners who are spending more time with digital devices to hear their favorite songs and artists. It's why many stations have banded together to support NEXTRADIO, an app that can turn every mobile handset into an FM tuner capable of receiving local over-the-air broadcast signals," adds the report
As broadcasters are aware, NEXTRADIO was developed by TAGSTATION, a division of EMMIS COMMUNICATIONS, with partial financial backing from the NAB.
The TIMES reminds readers, "As the oldest of old electronic media, radio has held up reasonably well against the massive array of media choices that consumers have in the digital age. NIELSEN figures from 2014 show that 91% of people ages 12 and older -- about 242 million -- listen to local radio each week."
NEXTRADIO Pres. PAUL BRENNER explained to the paper that radio has to deliver more than just an audio signal to be compelling for an audience that spends a lot of time looking at their mobile devices, saying "Younger listeners are the ones who coin things as cool or not. If radio wants to reach them, it has to be interactive."
CBS RADIO EVP/Programming CHRIS OLIVERO told the paper that participating in NEXTRADIO makes sense even though his division has its own app, RADIO.COM. "We want to get our content on as many platforms as possible," he said. "Our philosophy is the more the merrier."
Currently, as radio is too aware, SPRINT is the lone carrier supporting NEXTRADIO. BRENNER was quick to add, "We need to find another carrier to get excited about it."