NextRadio app gets aesthetic updates, but audience size unlikely to change

Emmis Communications unveiled new a feature for its NextRadio smartphone app called Live Guide. This update is a visual representation of the currently playing music on local stations, an addition meant to make browsing easier. The app also got updates to its navigation tools and will now show listeners extra information about station songs and programming events during broadcasts.

Although recent research by Coleman Insights found a positive overall response to NextRadio and its services, its availability is still limited. It has connections to the Sprint Network and to phone maker HTC, but FM chip activation in smartphones is still not common. The press release noted that in-app tutorials would show listeners how to interact with their local stations, touting that activity as crucial for “the exploding mobile ad business.” While mobile is indeed a huge source of potential revenue, the limited audience base places NextRadio behind the eight ball from the start.