4 June, London/Brussels: egta, the international trade body for multiplatform TV and audio businesses, has joined Radio Ready, the global industry-wide campaign focused on ensuring radio remains accessible, prominent and easy to discover in connected cars. The move brings broadcasters, advertisers and media companies together behind a shared goal: keeping radio easy for listeners to find and use as cars become increasingly connected.
Radio Ready was established as a unified response by the broadcasting industry to shifts in the in-car entertainment environment. While in-car radio remains vital to drivers and passengers, the way it is accessed is changing, with increasingly complex entertainment systems creating new challenges for discovery, visibility and ease of use.
The addition of egta strengthens the campaign by bringing the voice of advertisers and commercial media partners into the discussion. It reflects a shared commitment across broadcasters, media companies and the advertising industry to ensure radio remains prominent and easy to access in connected cars. This matters not only for listener choice and convenience, but also for radio's role in delivering trusted information, including public safety messages and emergency broadcasts.
Commenting on the announcement, Thierry Mars, Director Radio at egta, said: “Radio's future in the connected car is not just a matter for broadcasters, it is about preserving consumer choice, accessibility and the unique value that radio brings as a trusted companion to millions of listeners every day. egta is proud to support the Radio Ready initiative and the industry's collective effort to ensure that radio remains easy to find, easy to access and ready for the connected future.”
Tobias Nielsen, SVP Digital, Bauer Media Audio, said: “Radio Ready is a unified industry response to a shared challenge. As cars become more connected, the issue is not demand for radio but ensuring it remains easy to find and access. egta joining the campaign strengthens the broadcaster-led effort by bringing the voice of advertising and commercial media partners into this work and reinforcing the collective mission to protect and enhance in-car audio discovery for audiences.”
Wouter Quartier, Head of Radio at the EBU added: "The EBU and egta have a long-standing and trusted collaboration across many television and radio-related dossiers, and we are pleased to see that partnership reflected in our shared support for Radio Ready. As cars become increasingly connected, radio must remain easy to find, access and use. Ensuring radio’s prominence in the car is essential for audiences, broadcasters, advertisers and the wider audio ecosystem”
Radio Ready continues to grow as a global industry campaign and coalition, bringing together 25 broadcasters, associations and partners across 15 countries in a shared mission to ensure radio remains accessible, prominent and discoverable in the connected car environment.
The campaign was founded by Bauer Media Group and Swedish Radio / the European Broadcasting Union (EBU).
