A rádio nos EUA em 2020

«Two major aspects of this initiative include the goal of having a radio receiver included in every personal electronic consumer device, and an effort to improve radio programming in the future.»

fonte: «RAB Announces Radio 2020 Initiative», RadioMagazine online, 27/07/07

Mais:

«Listeners don't care how accessible radio is. Listeners don't care that it's ubiquitous. Listeners don't care that radio has towers, spectrum, transmitters, contours, satellites, repeaters, buffers or anything for that matter. Telling the listener about distribution means nothing. Because they don't care. What listeners care about is content. They want to turn on a device - be it a radio, a satellite radio, an iPod, their cellphone, whatever - and listen to something on their drive to work. Or hear something in the background while working on the job site. Or rev them up while they're cranking away behind a computer at work. Or laugh during the drive home after a crazy day at work. Rehr concluded by saying that Radio 2020 will, "give ammunition to radio's loyalists" as they respond to industry critics. He told NAB Radio Show attendees, "We need you to be evangelical about Radio 2020 and talk to as many people as possible. Repeat it to yourself, to your colleagues, and to your family." How about this? How about instead of drinking the NAB Kool-aid, and repeating "2020 2020 2020" to everyone in some cult-mania mantra... why not just do it instead? If "Radio 2020" is going to be some revolution in radio - which, let's face it, is a direct response to the fragmenting of media from satellite radio, internet radio, iPods, mobile audio, etc - then start acting on it, and stop talking about it.  If broadcast TV stations can survive cable (and even thrive amid 600 other channels), then radio can too... they just need to give a reason to do so» (fonte: «Radio 2020, and the future of "radio" Orbicast, September 28, 2007

«(...)key initiatives to the 'Radio 2020' campaign were outlined including:

Accessible technology. Technology adoption is the lifeblood of any medium, but is even more vital for radio, given its image as universally accessible.

Playlist variety and format diversity. A primary strength of radio is the wide variety of entertainment, news and programming that is readily available and free for listeners. Through their HD multicast channels, radio stations can strengthen their programming diversity further.

Building for the future. There are numerous initiatives that the radio business can spearhead to ensure consumers continue to demand radio -- including encouraging more variety and diversity on radio, spurring more innovation in the electronics industry and helping marketers enhance the quality of their advertising.

Reigniting consumers. While 92 percent of listeners acknowledge radio plays an important role in American life, it is too often taken for granted. Radio 2020 will include a thorough branding and marketing campaign to remind the public of the many benefits served by radio».

Mark Ramsey contesta a afirmação de David Rehr, presidente da NAB: "We must remind the public why they value radio to reignite their passion for it.". O que diz Ramsey: «We cannot convince or remind them of anything. We can prove. We can do. We can innovate. We can delight. We can surprise. We can change. We can be bold. We can invest. We can try. We can put our actions where our mouths are and stop trying to manipulate our audiences into thinking the way we wish they did. We can stop talking to ourselves and start listening to the audience. They are voting with their ears»