CBS is plugging its content into new areas via its updated Radio News mobile application, which enables users to connect their devices to in-vehicle Android Auto infotainment systems for easy listening while driving.

The broadcast company is making a strong commitment to innovating within the automotive space, highlighting a prime opportunity for other journalism brands to dig deeper into digital platforms and connect with a larger audience. The revamped CBS Radio News app is the first of its kind available on iOS and Android devices that syncs to vehicles using the CarPlay and Android Auto platforms.

?It is extremely important to reach people on a multitude of platforms,? said Harvey Nagler, vice president of radio at CBS News. ?CBS Radio News cumulatively reaches over 26 million listeners weekly.

?But people are getting their news from different sources and so it is important for us to be wherever they consume news and it is obvious that the mobile device is a very important experience for many people.?

Making waves in auto
CBS understands that myriads of consumers prefer to consume news content while on-the-go, prompting the company to look to new digital avenues on which it can stream its material. The brand is committed to being a leader in the automotive industry.

?We were the first to be approved by Apple CarPlay about a year and a half ago,? Mr. Nagler said. ?So since Android Auto is on the market now there was a huge audience that we wanted to reach as well.?

Fans of CBS Radio News will now be able to receive the latest news, weather updates and information via an interface that is optimized for vehicles. To take advantage of this service, consumers must first download the app for their Android or iOS smartphones.

The updated app provides users with updates every half-hour on national and international news, as well as CBS News reports on politics, technology, money, health and more.

Consumers can also listen to audio versions of fan-favorite programs, including Face the Nation, 60 Minutes, CBS News Weekend Roundup and CBS World News Roundup, while they are driving.

This move will likely reach an even wider audience by catering to individuals who may be too busy to catch the regular television programming of these shows.

Consumers can also choose to listen to their favorite podcasts while on the road, a feature that could fuel even more app downloads.

Evolving with the times
A majority of mobile users prefer to leverage their devices in all aspects of their daily routines, from using GPS functions to watching video streaming to communicating with friends and family. Consequently, broadcast companies must alter their digital offerings to best fit the lives of these individuals.

Being among the first journalism brands to integrate with in-car technology will likely throw more than a few points of favor to CBS News. If other companies take too long to tap into car connectivity, they may lose valuable fans that will jump ship to news program that are available within in-vehicle infotainment systems.

A plethora of major automotive manufacturers are ramping up the amount of mobile features integrated within their cars.

Ford Motor Company is implementing Apple?s Siri Eyes-Free capability into the more than five million vehicles equipped with the automaker's Sync connected software, enabling customers to easily access a slew of iPhone features while driving (see story).

CBS has also been employing a mobile-first outlook this year.

November marked the one-year anniversary of CBS? launch of streaming news network CBSN, with mobile proving to be a draw and delivering an average viewing time of 24 minutes (see story).

?I am excited about all the different ways that we are trying to reach consumers,? Mr. Nagler said. ?Rather than viewing the digital age as a challenge, we at CBS News view it as an opportunity to get more and more people to experience our product on all these new platforms.?

Final Take
Alex Samuely, staff writer on Mobile Marketer, New York