Speaking at Media 360, Miron said that radio is underinvested relative to its share of consumers' time. "We have to get advertisers to grow us from a 6% share to a 10% share of ad spend," he said.
He also called on commercial radio to act more confidently as an industry, noting his own surprise that for a medium that reaches the vast majority of consumers "we do believe in ourselves enough".
Miron said to achieve his aim of growing commercial radio's share of ad spend, the sector needs to improve its ad creative, be more imaginative and use more "nous". "We can produce great creative but we need to do more of it," he said.
He also repeated his call for the government to set a date for the migration of analogue to digital radio. Communications Minister Lord Carter will publish the government's plans for, among others, digital radio next month. And Miron said: "Digital Britain has made us focus our minds. Now the government must focus theirs.
"We have embarked on a clear path to digital - to DAB - and we need to make serious progress and do it quickly. This means naming a date for migration, with a transparent set of criteria for all the relevant parties to meet.
"Only that certainty will give us the leverage to get the car-makers, the set manufacturers, the multiplexes - and many others - on board. Whatever the date, and we personally believe the earlier the better - a firm date needs to be set."
Without naming a specific date for switchover, Miron insisted that it needs to happen as soon as practicable and with industry consensus. He said: "Put simply, the future of our sector is intrinsically linked to the successful implementation of the government's digital strategy and to the successful migration to DAB."
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