Tomas Granryd from Swedish Radio opened the session by saying “50% of all radio consumption is in the car, 50% of your salary is in the car”. The radio button used to bring you radio in the car but now there are apps, buttons and it’s more complicated to find radio. He ran through some of the challenges in keeping radio prominent in the car.
Gwendoline Nieheus, ARD called for radio broadcasters’ need to invest time and resources into the car spaces as the car industry is listening to the radio industry right now. There needs to be a clear message on what broadcasters think radio in the car should be. Broadcasters need to work together to make this happen.
Radio France launched their new project in the car based on the principles of the EBU Playbook. Radio France has been working with Renault on a new radio experience, the place of the app in the Renault dashboard – the pre-installation of the Radio France app. Jade-Sophia Valtat, Radio France described that the experience developed should be ‘more than a radio button’, this should be an immersive radio experience within Renault. This should be a collaboration between the broadcaster and the car industry to create not just technically but also editorial content.
The session became a discussion on the work of the EBU playbook and the Radio France app development initiative. The key theme in this discussion was the need for continued collaboration. We need to mandate the radio receiver in the car, regulation is one building block, also needed are strategic partnerships with the car industry.
Tomas Granryd, SR said in their consumer research traffic updates were seen as a key feature for radio in the car.
All the panellists from each broadcaster, SR, Radio France and ARD said that their internal teams have grown with regard to working on automotive projects as collaboration continues to grow. A great session on the progress being made with radio broadcasters collaboration with the car industry.
image © Hedda Axelsson
