RAPID is a middleware solution from All in Media, part of Xperi. It enables a broadcaster to manage the creation, synchronization and distribution of metadata associated with their audio services across broadcast and IP platforms.
In this article from the Radio World ebook “Recipes for Visual Display,” we interviewed Chris Gould, vice president of All in Media.
RW: How does it work?
Chris Gould: RAPID sits alongside a radio station’s automation and scheduling systems and has complete awareness of all the audio elements of a radio broadcast. We use that knowledge to structure and format the appropriate metadata, primarily text, and publish that information into all distribution platforms such as RDS encoders, HD Radio Importers, DAB multiplexers and a variety of IP services.
Historically this capability has been focused primarily on track information such as song name, album and artist. More and more stations are now using this capability to also enhance their spoken-word programming and advertising.
In addition, we leverage our TiVo Music Metadata service to provide additional enrichment to our broadcast customers with fully licensed cover art, artist images and artist information.
RW: How is it different from Artist Experience?
Gould: Artist Experience is a feature of HD Radio that allows a station to display synchronized visuals with any audio element. Again, the primary application is synchronized cover art with the now playing song, but it can really be any image that is related to the current audio, such as a host’s image, sponsor logo or message of support, as we saw during COVID. Rapid is the tool that manages this service, content association and synchronization for distribution.
RW: How is it different from what Quu offers, and are the two compatible?
Gould: Historically, RAPID and Quu were similar in their primary function and capabilities. However, three years ago we formed a North American partnership that enabled both companies to focus on their areas of expertise and the needs of the commercial broadcasters.
Now the systems work hand-in-glove, are fully integrated and are helping commercial broadcasters realize the tremendous value with enhanced advertising. Quu is largely focused on campaign management, content creation, sales and reporting with revolutionary services such as Content Partnerships. Through this collaboration, customers get the best of both companies, the breadth of support from RAPID and TiVo and the commercial service support from Quu. It’s a very powerful technology and services combination and together, are delivering tremendous value to our joint customers.
For the non-commercial broadcasters, we offer a configuration of RAPID that enables full metadata management support as well as a range of functionality to enable stations to support their underwriters with robust services from a single platform.
RW: Is it offered on a subscription basis?
Gould: Yes it is.
RW: Does it work with any and all automation systems and other key radio station software tools?
Gould: It works with multiple automation systems. If a radio station has an automation system that’s not currently supported we’ll integrate it at no additional cost to the station.
RW: Can you give two or three real-world examples of stations that are using RAPID, and with what success?
Gould: We have many stations currently using RAPID to not only deliver album art to their HD Radio broadcasts, but also adding in show programming images. For example, if it’s the “Radio World Music Hour” show, in between songs, the show logo is displayed for HD Radio receivers and RDS receivers get the show text metadata. Another example is the number of classical music stations that are utilizing RAPID to now deliver improved composition titles and images. Classical music is a more complex format to match metadata with, but RAPID has streamlined the matching, while still giving stations control to ensure the quality meets their listeners expectations.
RW: What best practices should readers know about to make their dashboard graphics happen?
Gould: Metadata, Metadata, Metadata. Whether the platform is hybrid, digital, analog or an IP stream, metadata is the key that ensures a listener has the best experience while consuming the station’s content. In terms of best practices, first keep it simple; if you have limited resources, focus on the information that your listeners value the most, such as Now Playing information, and make that as accurate as possible. Try to automate as much of the process as you can, it allows you to provide rich experiences to users without adding significant costs to your business.
RW: What’s the most common objection from a sales manager or station executive? Why aren’t more stations doing it?
Gould: Typically the pushback to a middleware solution is the lack of awareness on its impact to the listening or revenue generating experience. Teams at stations still are unaware of the role metadata plays and how significantly it can change the experience for listeners and their bottom lines. Additionally, the thought of tackling metadata can be overwhelming. Years ago it was more challenging, but tools like RAPID have knocked down the hurdles and made it much easier to execute a great metadata experience.
RW: What else should we know?
Gould: While much of the opportunity for metadata today is focused on RDS, HD Radio, DAB and IP services, I believe the most impactful opportunity lies within the connected car and hybrid radio.
As cars become more and more connected and enable various IP-based services, broadcast radio metadata has become vital to radio, driving discovery, engagement and measurement in these platforms.
DTS AutoStage is the world’s largest hybrid radio solution with over 7 million cars on the road and the current support of 12 automakers, and is completely free to radio broadcasters. Broadcasters should aggressively deploy metadata management solutions, if they haven’t already, and ensure that they are integrated with DTS AutoStage. RAPID provides the best solution for broadcasters for this integration whether it’s through the combined RAPID/Quu platform for commercial broadcasters or the non-commercial RAPID configuration for others, broadcasters should act immediately and manage their metadata with the same care and attention as their audio programming.
