The UK's radio industry will die unless it embraces multiple platforms and technologies like mobile DAB, according to a BBC executive.

In an interview with industry newspaper Broadcast, BBC controller of interactive radio and music Simon Nelson said he feared for the future of radio in Europe and across the world unless it embraces new technology.

He said he wants to see DAB chips in mobile phones and portable devices so that digital radio can be accessed by more people.

"If we don't change quite radically as an industry we will die,” said Nelson. “It's imperative that we have a digital transition for radio, a transition across multiple platforms. Radio is the most flexible of all mediums and has the potential to exploit what is going on in technology."

He said he was disappointed that commercial radio has not yet embraced new opportunities, for fear that listeners might switch off.

Nelson said the huge demand for podcasts from newspapers and other rival media, as well as Channel 4's bid to enter radio, posed an enormous challenge. However, he was confident that the BBC could see off its competitors.

"Bring it on,” he said. “Competition is there to raise the BBC's game."

Among the BBC’s plans are a personalised internet radio service that learns what listeners like and suggests similar or related tracks.

"It is not a new product as such, it is a project that's bringing together lots of the stuff that radio and music interactive are working on at the moment across all new platforms," a BBC Music and Radio spokesman told vnunet.com last month.

The emerging platforms include radio on digital television, DAB, online, mobile devices and games consoles.