NEW YORK, Nov. 17, 2014 /PRNewswire/ -- With millions of smartphone owners unaware that they're walking around with an FM tuner built in to their smartphones, the National Association of Broadcasters (NAB) will join a marketing effort designed to encourage consumers to utilize the free access to FM stations on their phones via the NextRadio app.
In an effort to promote smartphones' ability to serve as portable radios, the NAB announced today that it is supporting the selection of the New York advertising agency DeVito/Verdi to create a multi-effort program to promote the NextRadio app and educate consumers that their smartphones possess a deactivated FM chip.
The free NextRadio app allows consumers to dial in local radio stations directly from their phones. In addition to accessing local FM stations, the app delivers a dynamic visual and interactive radio experience through an engaging interface.
The marketing program will include a national advertising program, public relations, social media and various digital efforts to inform, educate and move consumers to action.
Currently, virtually all smartphones are made with a built-in FM tuner. However, many major wireless carriers have chosen not to activate the FM chips, thereby preventing users from listening to their favorite FM stations without streaming.
"Consumers want FM radio and they want to listen to it on the go," said NAB Executive Vice President of Communications Dennis Wharton. "The technology exists that enables us to enjoy FM radio for free without any streaming or data charges on our smartphones. Making the world aware of this is the key to driving NextRadio adoption and usage."
Recently, a few carriers have begun unlocking the FM chip in select smartphones. Currently, the supported devices include 30 models, including the HTC One (M8), Boost Max, Samsung Galaxy Note 4, and the LG G3 from Sprint, Virgin Mobile and Boost Mobile. New HTC smartphones support the app over all carriers.
DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. It has been voted "Best Agency" six times by the advertising industry group, the AAAA, and has created some of the most memorable ad campaigns of the past 20 years. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.
DeVito/Verdi is an idea-driven agency that employs traditional and non-traditional approaches to achieve creative excellence.
DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Kohl's, North Shore/Long Island Jewish Health System, The National Association of Broadcasters, Meijer, New York Institute of Technology, Anna's Linens, Sony, Canon, Duane Reade Drug Stores, BMW, Varian Medical Systems, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Appleton Rums, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, Abington Memorial Hospital, CarMax, Sports Authority, Daffy's, For Eyes Optical and others. For more information on DeVito/Verdi, visit www.devitoverdi.com.
The National Association of Broadcasters is the premier advocacy association for America's broadcasters. NAB advances radio and television interests in legislative, regulatory and public affairs. Through advocacy, education and innovation, NAB enables broadcasters to best serve their communities, strengthen their businesses and seize new opportunities in the digital age. Learn more at www.nab.org.