NextRadio Gets Help To Spread The Word

Growth Via Advertising

With millions of smartphone owners unaware that they're walking around with an FM tuner built in to their smartphones, the NATIONAL ASSOCIATION OF BROADCASTERS will join a marketing effort designed to encourage consumers to utilize the free access to FM stations on their phones via the NEXTRADIO app.

In an effort to promote smartphones' ability to serve as portable radios, the NAB is supporting the selection of the NEW YORK advertising agency DEVITO/VERDI to create a multi-effort program to promote the NEXTRADIO app and educate consumers that their smartphones possess a deactivated FM chip. The marketing program will include a national advertising program, public relations, social media and various digital efforts to inform, educate and move consumers to action.

"Consumers want FM radio and they want to listen to it on the go," said NAB EVP/Communications DENNIS WHARTON. "The technology exists that enables us to enjoy FM radio for free without any streaming or data charges on our smartphones. Making the world aware of this is the key to driving NEXTRADIO adoption and usage."

Recently, a few carriers have begun unlocking the FM chip in select smartphones. Currently, the supported devices include 30 models, including the HTC ONE (M8), BOOST MAX, SAMSUNG GALAXY NOTE 4, and the LG G3 from SPRINT, VIRGIN MOBILE and BOOST MOBILE. New HTC smartphones support the app over all carriers.

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