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RADIO COALITION KICKS OFF INITIATIVE

Radio Heard Here Keeps Americans in Tune with Radio’s AdvancesWashington, D.C., April 15, 2008 – In a world of mobile digital devices, digital downloads and streamingaudio, one of the most venerable and pervasive forms of media – radio – is launching a major initiativedesigned to underscore the broadening versatility of its content, the pioneering innovation of its technologyand the continuing relevance of the medium in Americans’ lives.Radio Heard Here – a comprehensive, multidimensional, multiyear initiative made possible by a partnershipamong the National Association of Broadcasters (NAB), Radio Advertising Bureau (RAB) and HD DigitalRadio Alliance – is kicking off this spring with a series of far-reaching elements focused on turning upthe 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 millionAmericans turn to radio each week to be informed and entertained. Despite its universal presence, orperhaps 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, particularlyin 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 becomemore versatile, more experimental and of a higher quality than ever before,” said Jeff Haley, presidentand CEO of RAB. “This is an industry that is being bold, taking risks and engaging audiences in a varietyof creative ways. And listeners are taking note. More than 90% of Americans say that radio continuesto 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 toexpand and improve the delivery of radio programming. Our investment in HD technology, the embrace ofonline streaming content, the convergence of radio with such modern devices as mobile phones andMP3 players – these and other efforts demonstrate our broad commitment to keeping radio a currentand relevant part of the nation’s cultural landscape.”

Radio Heard Here – FAQs

Radio Heard Here – FAQs1. What is Radio Heard Here?Radio Heard Here is a far-reaching, multiyear initiative designed to reignite the public’s passionfor radio. The fact is, despite the arrival of new communications and entertainment devices withinthe past 20 years or so, radio has maintained its integral and near-ubiquitous presence in mostpeople’s lives. In fact, more than 235 million Americans say that radio plays an important role intheir lives. Radio Heard Here will showcase the many ways that radio has continued to adapt, toinnovate and to maintain its relevance in a digital world.2. Who is behind this initiative?Radio Heard Here is being made possible by a coalition of three major players from within thebroadcasting industry – the National Association of Broadcasters, the Radio Advertising Bureauand the HD Digital Radio Alliance. These three organizations are overseeing the various educationaland promotional elements of the campaign, and the presidents/CEOs of each organization (DavidRehr, NAB; Jeff Haley, RAB; and Peter Ferrara, HDDRA) will be playing active and prominentroles within the campaign. In addition to these major players, the campaign also will involve a variety ofindustry partners, including Internet Service Providers, advertising agencies and other creative outlets.3. What’s the impetus behind it?There is understandable enthusiasm for new entertainment technologies. But in a world of digitaldownloads, streaming audio and MP3 players, Americans have continued overwhelmingly to tune in toradio to be entertained and informed. The radio industry never left – but it did seem quiet comparedto its new competitors in the marketplace. Radio has now reemerged with a greater sense of vitality,versatility and innovation. The industry has invested millions of dollars in new technology – HDradio and new delivery devices, for example – as well as made significant strides toward improvingthe quality and diversity of its content. While Americans have more options than ever before aboutwhere they find information and entertainment, radio is responding to this competitive landscapeby enhancing the listening experience in bold new ways. Communicating this renaissance in radiois what Radio Heard Here is all about.4. What are the objectives of the campaign?Radio Heard Here seeks to change the public’s perceptions about the future of radio. This is a mediumthat is approaching its centennial anniversary and Radio Heard Here not only will remind Americansabout the relevance of radio in their lives, but also will inform them of the innovative ways thatradio is expected to improve in both the programming and technology in the years ahead.www.radioheardhere.comRadio Heard Here – FAQs (continued)5. What will the campaign entail?The initiative will feature: A broad-based advertising campaign called “Radio Heard Here”. Outreach to industry and trade partners, which will include a prominent Web presence, a varietyof regular blogs, and a campaign to educate the creative community within advertising agenciesand universities on how to successfully write and place radio advertising. Public relations, which will target the industry, trade media and other key influencers. A viral communications component, which will involve videos produced for YouTube, MySpace,Google Video and the like.6. Why now?The level of activity and innovation happening now within the radio industry is unprecedented, andconsequently there is no better time than now to begin communicating the many ways that radio isadapting, changing, exploring, innovating, investing and responding to a changing world. As theindustry approaches the 100th anniversary of its first commercial broadcast, it is a fitting time tocelebrate radio’s significant achievements and focus on the bright future the industry has ahead of it.