Radio Ready, the industry-wide campaign to secure radio’s place in connected cars, is gaining global momentum, with multiple broadcasters and industry bodies joining the campaign.
Extending coverage beyond broadcasters in Europe and Australia, the National Association of Broadcasters (NAB) South Africa has now joined Radio Ready, becoming the first African broadcaster association to participate. This marks a significant milestone for the initiative, signalling a new phase of global momentum across more than 23 broadcasters, industry bodies and associations
Since its launch in Summer 2025, Radio Ready has steadily built support across the industry, with growing engagement from broadcasters and partners worldwide. Momentum has accelerated further following the Connected Journeys campaign, celebrating in-car radio on World Radio Day earlier this year.
South Africa’s participation brings an important new perspective, particularly given the country’s strong in-car listening culture, where radio continues to play a vital role for millions of listeners.
This latest phase of growth comes as connected car distribution and platform strategy continue to rise up the industry agenda. At Radiodays Europe, these themes were central to discussions, reinforcing the importance of a unified, industry-wide response.
Commenting on the announcement, Nadia Bulbulia, Executive Director of NAB South Africa, said: “NAB South Africa is proud to join the Radio Ready campaign as radio remains vital in Africa and the evolving media ecosystem. As an industry body representing a wide range of licensed radio broadcasters in South Africa, we recognise the importance of ensuring that radio remains accessible and visible”
As the first African broadcaster association to join this global initiative, we are particularly encouraged by the opportunity to contribute an African perspective to the important conversations around in-car radio – especially in the context of radio expanding across both private (in-car) and public (commuter taxis) in Africa. Radio Ready aligns strongly with our mandate to support the sustainability and growth of South Africa’s vibrant radio sector. We look forward to collaborating with international colleagues in strengthening the position of radio globally.”
Tobias Nielsen, SVP Digital, Bauer Media Audio, said:
“Radio Ready is about bringing the industry together to ensure radio remains easy to find and simple to use in connected cars. Seeing the initiative expand - with partners joining across multiple markets - shows the level of alignment and momentum building behind this shared goal. Welcoming NAB South Africa is a particularly important milestone, marking our first partnership in Africa and reinforcing the global relevance of this work.”
As Radio Ready expands, it is increasingly positioned as a unifying framework for collaboration - supporting broadcasters, platforms and partners in navigating the evolving in-car landscape and ensuring radio remains easy access for listeners on the move. Broadcasters worldwide are encouraged to join the initiative and help shape the future of in-car listening.
The campaign was founded by Bauer Media Group, Swedish Radio, the European Broadcasting Union (EBU), NRJ, RTL, AER, ARD, Radio France & BBC. For more information visit: Radioready.info
