HD RADIO ALLIANCE UNVEILS FIRST WAVE OF MARKETS, FORMATS Katy Bachman – Mediaweek The HD Digital Radio Alliance Wednesday made good on its promise to accelerate the rollout and consumer acceptance of high-definition radio by announcing the initial 28 markets that will begin multicasting HD2 sidechannels. The 28 markets include all top 13 radio markets, plus markets such as Seattle (No. 14), Baltimore (No. 20), Cincinnati (No. 27), Indianapolis (No. 41), Dayton (No. 58), Albuquerque (No. 70) and Wichita (No. 94). In total, some 264 new commercial-free radio channels will begin to hit the market in the next few days, in addition to the 70 existing digital sidechannels.
Formed in December, the consortium of a dozen of the nation’s largest radio groups such as Clear Channel, CBS Radio, Beasley Broadcast Group, Emmis Communications, and Greater Media, put aside their competitive differences to work together to advance HD Radio. Part of that strategy is to broadcast commercial-free sidechannels to give consumers a reason to plunk down hundreds of dollars for HD Receivers that are finally hitting the market following a slower-than-expected start last year.
“We’re moving very rapidly to improve consumers’ radio listening experience,” said Peter Ferrara, president and CEO of the Alliance, who helped broadcasters collectively decide which stations would program which formats to avoid duplication and provide consumers with the widest variety of choice. “Listeners will now have even more local choices of new and diverse programming. I think a lot of people are going to want an HD Radio for their car, home and office.”
The formats to be introduced on the sidechannels are niche channels that would otherwise not be financially viable on traditional radio. Not surprisingly, in a competitive challenge to satellite radio, the sidechannel formats are commonly offered on the subscription satellite radio services. Channels to be introduced in the first wave include: Viva La Voce (Opera), Classic Alternative, Traditional Jazz & Blues, Coffee House, Female Talk, Future Country, Extreme Hip Hop, and in-depth News. Other channels in development include Deep Cuts Classic Rock, Live Rock, New Alternative, Fusion Hispanic-Anglo Rock, Chick Rock, Indie & New Rock.
So far, more than 600 radio stations are broadcasting in HD Radio, a number that is expected to double this year. But the number of consumers with HD Radios is in the tens of thousands. With 15 manufacturers offering HD Radio receivers, the industry hopes the number of consumers that can receive their digital signals will grow to the hundreds of thousands in 2006 and millions in 2007. |