While industry lords in expensive suits swap radio stations like baseball cards at the opulent Wynn and Encore twin towers, your correspondent is among 103,000 from around the world swarming the sprawling Las Vegas Convention Center. It’s the National Association of Broadcasters’ big show, themed “The M.E.T. Effect?,” as in Media, Entertainment, Technology.

Unlike NAB’s smaller September Radio Show, the massive April event isn’t just about radio. Although, as corporate barks for more-more-more digital revenue, stations know darn well that radio isn’t just about transmitters any more. “These once distinct fields of media, entertainment and technology are converging and becoming something far greater than the sum of their parts,” the conference program offers, “redesigning the very nature of how we live, work and play, from content creation to consumption.” So I’m impressed by how many radio people I see here.

There’s a Facebook Video Boot Camp, an Aerial Robotics and Drone Pavilion, and lots about virtual and augmented reality. Radio sessions include strategies for mobile, video, texting, apps, web, and podcasting.

Speakers include executives from Adobe and Amazon and Roku and TMZ. In addition to the inevitable surprise walk-ons, celebs speaking here include Al Roker, actors Hank Azaria and Amanda Peet and America Ferrera, and various TV reality show stars. Larry King and Jane Pauley are among moderators.

At Tuesday’s Radio Luncheon, Ford’s Scott Burnell will discuss radio’s future in the car, Delilah will be inducted into the NAB Broadcasting Hall of Fame, and NAB Crystal Radio Award winners will take a bow for community service.

The Show will broadcast online at nabshow.com and broadcastbeat.com and feature live streaming of select conference sessions as well as interviews with leading industry experts and vendors. And look for my daily updates this week here, and follow my real-time convention Tweets @HollandCooke.