The push for local radio’s survival is heating up, as 2026 approaches. Sasso’s vision involves embracing change while keeping community ties strong.
In a recent interview, Justin Sasso, the president and CEO of the Colorado Broadcasters Association (CBA), underscored the ongoing battle for the relevance of local radio as the industry gears up for 2026. Reflecting on the past year, Sasso highlighted the significance of the AM Radio for Every Vehicle Act, pointing out that it symbolizes a broader fight for local media’s presence in vehicles. He emphasized that the initiative isn’t just about maintaining AM radio; it represents a commitment to preserving free, local broadcasting in an increasingly crowded media environment.
Sasso noted the impressive unity among broadcasters of all sizes during this campaign. “You had big market stations, mom-and-pop operations, and public broadcasters all pulling in the same direction,” he stated. In Colorado, this collective effort reinvigorated local operators, reminding lawmakers of radio’s vital role in communities, especially during emergencies.
Looking ahead, Sasso expressed optimism about the potential of artificial intelligence in radio. He believes AI can help broadcasters streamline their operations, allowing them to focus on creativity and community engagement rather than getting bogged down in routine tasks. “It’s about using AI as a force multiplier,” he explained. By harnessing AI, broadcasters can enhance their research capabilities and deepen relationships with their audiences, which will be essential for success in 2026.
Sasso’s vision for the CBA involves transforming it into a broader media association. He acknowledges that many members are no longer just traditional broadcasters; they’re exploring digital news, podcasts, and other forms of media. His goal is to adapt the organization to reflect this evolving media landscape, inviting diverse local media players to collaborate and strengthen advocacy efforts.
As he looks to the future, Sasso recognizes the challenges different markets will face. In metropolitan areas, radio will compete with a multitude of media options, necessitating a hyper-local approach to remain relevant. Conversely, in rural areas like Colorado, radio remains indispensable, especially as communities grapple with the loss of local newspapers and inadequate broadband access. He predicts that radio will continue to be a crucial source of information in these regions.
The question of radio’s survival a decade from now isn’t whether it will exist, Sasso says. Instead, it will be about which stations effectively leverage their local strengths and adapt across platforms—those that connect with their communities will thrive, while those that merely mimic larger streaming services risk fading away.
Lastly, Sasso stressed the importance of state broadcast associations. He urged broadcasters to stay engaged with their associations, as they advocate for the industry in front of lawmakers and regulators. He cautioned that a lack of involvement could lead to unfavorable policies that undermine local media. “Stay connected,” he advised, underscoring the shared fight for the future of local media.
