Iria

The radio industry could find itself at the kids' table in the media banquet hall, as new technology threatens the business, advertising executives said this week at the Reuters Media and Advertising Summit.

Satellite radio, digital music players and the Internet are slowly encroaching on traditional radio's stronghold on local entertainment and advertising. Plus, radio ads themselves are less memorable and creative, these executives said.

"Radio is at the center of a perfect storm of technological threats," said David Verklin, chief executive of media buying agency Carat Americas. "It has to reinvent itself."

He noted that Apple Computer's iPod and other music players like it have given listeners the ability to listen to what they want when they want.

Satellite radio services such as XM Satellite Radio and Sirius Satellite Radio are offering more channels, many commercial free, for a monthly subscription.

Finally, the third threat he saw was overcommercialization. "To some listeners, radio is a little bit of content in a sea of ads."
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Read More / Source: News.com