egta has joined the Radio Ready campaign, an industry initiative focused on ensuring radio remains accessible, prominent and easy to discover in connected cars.
The international trade body, which represents multiplatform TV and audio businesses, said its involvement brings broadcasters, advertisers and media companies together around a shared goal of maintaining radio’s visibility as in-car entertainment systems become increasingly connected and complex.
Bauer Media Group, Sveriges Radio and the European Broadcasting Union launched the Radio Ready initiative in response to changes in the in-car listening environment. While radio remains widely used by drivers and passengers, the campaign argues that evolving dashboard interfaces and entertainment systems can make radio services more difficult to find and access.
According to the campaign, Radio Ready now brings together 25 broadcasters, associations and industry partners across 15 countries. egta said its participation adds the perspective of advertisers and commercial media companies to the initiative. The organization said the campaign supports listener choice and radio’s role in delivering trusted information, including emergency alerts and public safety messages.
Preserving consumer choice
Thierry Mars, director of 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, senior vice president of digital at 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, EBU’s head of radio, said, “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.”
You can find more information about the Radio Ready campaign here.
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