O que fazer para 'combater' a net nos carros

«the WiMax car radio of the future that would make every station stream in the world available to motorists. (...) So what then can radio as a whole do to take control of the Infinite Dial?

1) Radio, as an industry, must assert itself into any dialogue now taking place on the architecture of the WiMax car radio of the future or any of the devices that precede it to ensure both ease of use and representation of as many voices as possible. 2) Radio, as an industry, needs to redirect the effort that has gone into interesting Detroit in HD Radio into selling the value of 12,000 stations with an established listener base -- not merely a less developed handful of "stations between the stations."

3) Radio is already in the business of providing news, traffic, weather, and (in the case of most Rock radio websites) adult content. If streaming audio is going to be one of multiple applications offered by an in-car or tabletop device, radio should be offering one-stop-shopping. The only thing wrong with the multi-group initiative to offer traffic through HD Radio is its apparently limited scope.

4) To that effect, more broadcasters need to stay in the business of providing other services. Broadcasters' willingness to let news, traffic and weather come through a relatively small number of pipes has given the advantage to the major groups to whom broadcasters already handed those functions on a local level.

5) Part of the job of every marketing director in radio should today become the on-line presentation and search optimization of their stream. Radio people know that Chicago's Jack-FM rocks harder and L.A.'s Jack-FM plays more '80s alternative. Nothing on the good-looking CBS Play.It tuner would yet convey that to a listener.

6) Part of the job of every program director must be honing a station into a franchise that has a reason to exist among thousands of others. Broadcasters cannot count indefinitely on the affinity that listeners currently show to their local stations, even on-line. (That said, the franchise for a station among thousands of others may indeed lie in being "New Jersey 101.5" for their market, and broadcasters who want to own that franchise must now reassert their sense-of-place among hours of jockless content and syndicated shows that may not even be available on their own stream.)

fonte: Taking Control Of The Infinite Dial, Sean Ross, Edison Media Research Junho 08