Cloud computing, streaming services and the mobile phone have put radio at the dawn of another wave of in-car media and entertainment options.

Virtually all car makers have embraced the idea of a digital media platform integrated into a car’s entertainment systems.

The integration of smartphones with car stereo systems is making the car connection possible.

More than 45 million cars will have Internet radio in 2018, up from about 4 million this year. Almost half of those Internet radio-connected cars will be in North America.

Annual sales of automobiles with Internet radio capability will soar to 24 million cars in 2018.

A radio station can ask four questions to assess its state of readiness for the day when there is continuous internet connectivity in the car.

The distribution question

Is the station using, or have firms plans in place to deploy, digital delivery systems to engage people with the gospel?

Digital delivery systems:

• HD digital version of the over-the-air analog broadcast signal
• HD2-3 multicast channel(s) with different content
• Internet streaming version of the analog broadcast signal
• Internet streaming with different content
• Radio station app for iPhone or Android with simple over-the-air audio stream
• Radio station app with user experience features added i.e., content sharing, chat
• Live stream video platform to publish video feeds with real-time interactive features

A station that doesn’t have one or more of these digital channels in place means 1) it is not ready to compete with cloud-based digital content services for in-car listening, and, 2) there is a lack of focus on the future.

The content question

Is the station creating, or have firm plans in place to develop, streaming services to innovate and produce great gospel content with associated data and imagery?

A just released Edison Research report indicates that AM/FM is still the top choice for in-car listening, but radio no longer holds the monopoly position. Personalized streams and the eventual presence of in-car Internet will create more fragmentation of radio listening.

General market web companies may not develop gospel channels but that doesn’t mean they won’t siphon off listeners.

There was a time when Christian radio was perceived by the broadcasting community and listeners alike as irrelevant. Choppy performance. Poor programming. A shaky image.

The turnaround started with an unswerving commitment to broadcasting excellence. Maximizing technical performance and snagging the best people. That helped attract the best Christian speakers in America. The world took notice. Greater than that, more of the world was reached with the gospel.

Now, Christian radio must again create unique gospel experiences, this time for digital platforms. And it may include video, strange as that may sound now.

The mobile question

Is the station engaging listeners, or have firm plans in place to connect, through mobile technology?

In ‘Why Mobile Ministry’ we looked at ten observations regarding the importance of mobile. If you need more reasons – 53 more – check out this report on the state of mobile from Burson-Marsteller.

Mobile will not just be a channel for stations to share the gospel. As “search” is the top mobile activity, users are seeking content and tools relevant to their spiritual needs. Stations must position their brands and mobile offerings so they can be easily found to meet those needs.

Once mobile is even more pervasive in a few years, stations not in the mobile space risk being squeezed out by competitors.

The monetization question

Is the station generating incremental revenues from ‘in-stream’ advertising, marketing or fundraising that totals at least ten percent (10%) of total annual revenues?

Ultimately, the digital transition for radio has to be monetized. If no money is being made by a station’s current online activities, then that should become one the highest priorities for 2012.

A wave of in-car media

He has prepared his deadly weapons; he makes ready his flaming arrows. Psalm 7:13

When the integration of car and Internet is complete, listeners will be able to choose from thousands of stations, including religious stations, from anywhere on the planet.

In a world of unlimited listening options, Christian radio has two options.

One, to get ready by innovating like crazy so the gospel of Jesus Christ can be distributed into every nook and cranny of the cloud.

Or two, have a “Hail Mary strategy” in place for a last ditch effort to use old platforms to reach as many souls as possible in the final days of the battle.