Radio still rocks: Here's the new tech driving this nostalgic medium into the future
Driver's license acquired. Windows down. Sound system blaring. When I first hit the road as a teenager, it was the radio that set the soundtrack to my newfound independence. 'Let's Go Crazy,' 'Born in the U.S.A.,' 'Hotel California'—that music sends me immediately back.
We probably all have fond, even visceral, memories of listening to the radio, the medium that informed our grandparents that World War II had ended, introduced our parents to rock 'n roll, dedicated songs to our crushes, and—to this day—keeps us plugged into our local communities.
Remarkably, despite the rapid rise of shinier media, radio keeps drawing us in: About 82% of Americans still listen weekly. But like any long-standing technology, radio isn't immune to competition and the need to evolve.
As the leader of a company that has driven innovation in sound for decades, I've seen this firsthand. In fact, this year marks the 20th anniversary of HD Radio, a subscription-free technology we acquired in 2016. It was originally launched to deliver clearer sound and more channels than its analog predecessor. It's a milestone that speaks to the enduring legacy of this medium and marks an inflection point in how radio will further adapt to an increasingly digital world.
Here's what keeps us reaching for the dial and how game-changing technologies are disrupting radio to ensure its continued relevance.
With so many infotainment options today, how has radio remained so enduring?
For starters, it's ubiquitous. Nearly every car in the U.S. has a radio. We know it's going to be there waiting for us in the dash—a trusted, reliable companion. About 60% of drivers consider it the most important entertainment feature in the vehicle. Unlike some newer technologies, it's also familiar and easy to use.
Radio is inherently local, too. As many local newspapers decline around us, radio still provides an essential link to our communities. Stations reflect their regions' people, history, and climate, thereby helping to promote and preserve culture. Through news programs, talk radio, and advertising, they efficiently deliver locally relevant information at no cost to listeners.
In a world of pre-recorded podcasts and perfectly edited videos, radio also remains the ultimate real-time connector: impromptu call-ins are welcome, conversations are spontaneous, and word travels fast. Amid highly polished, on-demand alternatives, radio still feels genuine.
UPPING THE GAME WITH HD
The advent of HD Radio, currently found in nearly 60% of new cars sold in North America, marked a turning point in radio's evolution.
HD Radio enabled listeners to access digital broadcasting over traditional radio waves by creating crystal-clear sound—no more hiss, pops, or static. A single frequency could be digitally split into up to four distinct stations, allowing local broadcasters to provide audiences a wider range of content.
Another key feature? Audio can be complemented with a variety of on-screen imagery: information about the artist and album, traffic, weather, sports and even advertising.
This ability to include imagery alongside audio programming remains significant, considering that radio is a critical conduit for quickly and dependably disseminating timely information during emergencies. For example, during wildfires, if cell towers are down and power is out, digital radio can still provide maps and audio alerts with the latest evacuation routes and other essential information.
For more than a century, broadcast radio has been a 'one-to-many' medium, delivering information from a single tower to many listeners. This one-way data flow has limited broadcasters' ability to decipher the programming consumers like best, a growing disadvantage in recent years as people demand more personalized entertainment experiences. Some competitors, like streaming services, are starting to deliver on that demand using their abundant data.
But fresh technology is transforming the radio model by opening a two-way channel for the first time between a station and its listeners in their cars. Connected car platforms can now provide stations with feedback on consumer trends, such as top song preferences in their listening areas. Compiled into intuitive dashboards, this information can help stations better understand audience preferences and fine-tune their offerings accordingly—a win for both parties. Automakers stand to gain here, too, by satisfying car buyers' expectations for more personalized entertainment experiences.
Eventually, information gleaned from these platforms may also enable stations to generate ever-more individualized content recommendations and more effectively monetize their programming by providing highly relevant, targeted advertising, pairing audio and visual elements.
These technological developments are emerging just as our relationship with cars has started to evolve: Two-thirds of consumers now consider the car a 'third space' for socializing and relaxing. As people spend more time charging electric vehicles, and autonomous cars turn us all into passengers, consumers will have more opportunities to take advantage of infotainment systems, including cutting-edge radio that knows them well enough to suggest programming they love.
ONE FOOT IN HISTORY, ONE IN THE FUTURE
A few hurdles stand in the way of quickly implementing some of this new technology. First, radio stations will need to invest in infrastructure upgrades and envision new, mixed-media advertising strategies. It will also necessitate a shift in consumer behavior; listeners will need to become aware of and embrace new features.
The reality, though, is that change in this industry is certain. Still, emerging technologies can preserve this nostalgic medium and extend its prominence well into the future.
What could the next-generation radio experience be like? As you drive the kids to school, the radio automatically starts playing their favorite station. The music is vibrant, and so are the visuals accompanying it on the large in-vehicle screens. You drop them off and head to work. The station flips to your favorite talk radio show. As you're laughing at the DJ's joke that only someone in your town would understand, a coupon pops up on screen for the local coffee shop where you sometimes stop on your way. Why not pull over for a cappuccino?
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