RADIO COALITION KICKS OFF INITIATIVE

Radio Heard Here Keeps Americans in Tune with Radio’s Advances
Washington, D.C., April 15, 2008 – In a world of mobile digital devices, digital downloads and streaming
audio, one of the most venerable and pervasive forms of media – radio – is launching a major initiative
designed to underscore the broadening versatility of its content, the pioneering innovation of its technology
and the continuing relevance of the medium in Americans’ lives.
Radio Heard Here – a comprehensive, multidimensional, multiyear initiative made possible by a partnership
among the National Association of Broadcasters (NAB), Radio Advertising Bureau (RAB) and HD Digital
Radio Alliance – is kicking off this spring with a series of far-reaching elements focused on turning up
the volume on radio’s reemerging presence in a digital world.
“The sleeping giant has awakened,” said David Rehr, NAB president and CEO. “For close to a century,
radio has had a ubiquitous and integral presence in our nation’s life, and today more than 235 million
Americans turn to radio each week to be informed and entertained. Despite its universal presence, or
perhaps because of it, radio’s abiding impact has been overlooked and underappreciated. The medium,
however, has a bright future, and Radio Heard Here will help showcase radio’s robust advances, particularly
in harnessing new technology and expanding and enhancing the diversity of its content.”
“We are seeing a renaissance in radio with respect to programming – programming that has become
more versatile, more experimental and of a higher quality than ever before,” said Jeff Haley, president
and CEO of RAB. “This is an industry that is being bold, taking risks and engaging audiences in a variety
of creative ways. And listeners are taking note. More than 90% of Americans say that radio continues
to play an important role in their lives.”
“Radio is not standing still, nor resting on our laurels,” said Peter Ferrara, CEO, HD Digital Radio Alliance.
“The radio industry has invested millions of dollars in recent years on new technologies designed to
expand and improve the delivery of radio programming. Our investment in HD technology, the embrace of
online streaming content, the convergence of radio with such modern devices as mobile phones and
MP3 players – these and other efforts demonstrate our broad commitment to keeping radio a current
and relevant part of the nation’s cultural landscape.”