Initiated by egta — the international association of TV and radio sales houses — 14 trade associations in Europe, Canada, Australia and the United States have formed the World Radio Alliance. The worldwide group of trade bodies representing radio companies and sales houses will widely promote and demonstrate the power and value of radio/audio in the media landscape by sharing best practices and speaking with a unified voice.
According to the Alliance, it will underline the many strengths of radio, its unique marketing power and the media mix opportunities created by audio innovations in ad tech and data.
The founding members of the Alliance are Radiocentre (U.K.), Radiozentrale (Germany), Audify (Netherlands), RAB (U.S.), RadioMedia (Finland), Bureau de la Radio (France), VIA — Association of AV Media (Belgium), ACR —Associaciò Catalana de Ràdio (Spain), Radiocentre Ireland, FCP AssoRadio (Italy), Radio Connects (Canada), Association of Austrian Commercial Broadcasters (VÖP), Commercial Radio Australia, and egta.
Lucy Barrett, client director at Radiocentre UK, is the inaugural president. She will represent the Alliance towards external stakeholders and steer the group’s activities. Caroline Gianias, president of Radio Connects in Canada, will work with Barrett as the Alliance’s vice-president.
At the launch on Feb. 10, to coincide with World Radio Day on Feb. 13, the Alliance released a video compilation of advertisers from renowned brands highlighting the strengths of radio and audio.
At the launch, Barrett said, “I am honored to be the first president of the newly formed World Radio Alliance. The time is absolutely right to join forces and speak with a collective voice. As the world has become smaller, with media decisions often taken across whole regions and continents, it’s crucial we come together to tell the success story of radio in a consistent and unified manner.”
Laurent Bliaut, president of egta, added, “This unprecedented alliance of radio associations shows the willingness and need to put radio and audio in the spotlight.”