Without question, the biggest threats facing broadcasters worldwide are the services and broad media content big tech companies are introducing in vehicles. As cars become both connected and autonomous, we are seeing diverse media and entertainment services integrated into car dashboards.
Internet audio services, such as Spotify, Apple Music and Deezer, were the first to appear, but are now joined by video and, more recently, gaming. While many may dismiss video and gaming as inappropriate and unsafe for use in the front seat of vehicles, this is happening. Automotive manufacturers — not only high-end — are including such services. There are already television commercials highlighting the hands-free driver assist solutions from General Motors, Ford and, of course, Tesla.
These solutions pave the way for more immersive media content and open up monetization opportunities for OEMs. Manufacturers are no longer standing on the sidelines, waiting for technology and solutions — they are building partnerships with capable global providers to position the OEM centrally in the ecosystem of “on the road” media consumption.
DTS AutoStage, Xperi’s global entertainment platform for the connected car, is helping radio broadcasters secure the audio experience in the car and enable their participation in this expanded media landscape with both video and gaming.
As cars become both connected and autonomous, we are seeing diverse media and entertainment services integrated into car dashboards
Constant evolution
The platform, launched in 2020, focusing on broadcast radio, has consistently evolved with new services to the advantage of broadcast radio while meeting the growing expectations of the auto industry. It has fully integrated artist images, cover art, song lyrics, events, artist bios, podcasts and catch-up catalogs, and recently launched personalization and recommendations to keep the audience engaged with radio content.
To date, these services are available from 10 OEMs, with an additional seven launching within the coming year. It offers live services in 144 countries, illustrating the system’s unique, global capabilities. All broadcasters can join the ecosystem. It’s free and the only platform delivering near real-time analytics on where, how and when, and what an audience is listening to in the car.
Xperi recently integrated and launched video services for OEMs with the DTS AutoStage video service powered by TiVo and brought this to market with its partner BMW. Several other OEMs are actively pursuing video services.
The rapidly expanding “audio driving games” category in the connected dash presents an opportunity. These games are primarily designed around content and using an audio interface that is safe for drivers to play. Who better to create content and challenging quiz shows for drivers than local radio? The opportunity to have a companion game running alongside a broadcast radio show is a reality. Consider the possibilities: The new “Name That Tune,” “Guess That Lyric,” game shows and local, regional and national trivia and sports quizzes. The opportunities are endless.
While all this may sound daunting, it’s an opportunity for broadcasters to be quick to market with solutions and services and leverage their audience to expand their reach and engagement. All this is possible with DTS AutoStage, the only global entertainment platform for the connected car purposely designed and managed to advantage radio broadcasters.
The author is senior vice president of broadcast radio and digital audio for Xperi.
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Commentary: DTS AutoStage brings radio stations into the connected car of the future