David Santrella was one of several radio executives from around the country that made the trip to Las Vegas last week for the Consumer Electronics Show. The scaled down and shortened event, due to COVID, showcases the latest technology gadgets, equipment and products on the market. We asked the Salem CEO why its important that he attends.
Santrella was also part of the annual Jacobs Media Tour where Fred and Paul Jacobs help radio executives navigate the massive event every year.
Radio Ink: Why did you go to CES?
David Santrella: I need to know where technology is headed. It’s not gonna change for us, so we need to change for it. Knowing how and where people will be consuming content in the future, whether that’s in the home, car or at the dog park for that matter, is of vital importance so that we can make sure our content remains both relevant and available.
Radio Ink: Did you see anything that popped out at you that radio MUST know about?
David Santrella: Xperi’s hybrd radio system is fantastic. It really allows you to listen to terrestrial radio and get the same on-screen experience that you do from Spotify, SiriusXM, Pandora, etc…But what’s better is the fact that it moves you from the radio station’s broadcast signal to their simulcast stream as you get out of the coverage area for AM or FM signal. I think it’s a piece of technology that can help keep Radio front and center in the auto dashboard. Plus auto stage (a part of this hybrid system) allows listeners to more easily discover broadcast content and make their listening choices.
Radio Ink: Where does radio stand, compared to SiriusXM, when it comes to auto manufacturers?
David Santrella: All indicators and a fair amount of real research tell you that consumers still want radio in the car. Free AM/FM radio still provides the most reliable form of news, information and entertainment and provides it with the both the flavor of the local environment and through the filter of what’s important in their city.
Radio Ink: As you flew back home what were your thoughts on the entire experience?
David Santrella: I was thrilled to see the CES happen. No, it was not as crowded as it was in 2019, but there were still thousands of people at the show and hundreds of exhibitors. My hope is that the CES has broken the ice with both exhibitors and attendees for other shows. I applaud Gary Shapiro for moving forward with this in spite of the challenges. It should make it easier for others to do likewise.
Radio Ink: Why should more radio executives attend?
David Santrella: If you want to gain a better understanding of what the stores and auto manufacturers will be selling that ultimately are the distribution outlets for your content (and you should) then you need to be at this show.
