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By Steve Pollak

Some radio stations are promoting HD Radio like it’s a new medium for radio, but it isn’t. HD radio allows AM and FM radio stations to switch to digital broadcasting from analog broadcasting. Basically HD radio upgrades terrestrial station‘s signals so that AM stations have a sound quality like FM stations and FM stations have a sound quality like a CD.

It is being compared to satellite radio where new programming and new opportunities for radio will occur, but that’s not what is happening. HD radio is more like HDTV which did not promote new programming; just clearer signals. Cable TV is what brought in new programming and content to television.

HD radio offers song title and artist information and tagging for later purchase on iTunes. While the sales of HD radios are increasing and more vehicle manufacturers are offering the radios as standard equipment in new cars, only 1.3 million total had been sold by Dec. ’09. Consumers can get HD radio when they download free station apps.

Currently there are no ratings available for HD stations and radio reps are using these stations as “add-ons.” Radio station ad sales have any pricing for HD radio. Instead, stations and their websites promote their latest iPhone apps or that they are streaming their content on their sites.

Radio stations need to change their focus from thinking of HD radio as a medium and realize it’s a technology. Like satellite TV added broadcast stations to its offerings, satellite radio should add the best radio stations to their roster and share revenue. Notice that Clear Channel’s KIIS Channel is an example of that which airs Ryan Seacrest’s show.

If terrestrial stations are viewing satellite radio as a threat, they need to put more effort into improving programming on current AM and FM stations, whether digital (HD) or analog.

I think in the next couple of years it will be hard to find an HD radio for sale. What are your thoughts on HD Radio?

@radioactivemed

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By Steve Pollak

There has been much written about digital radio from technological and political points of view. I am concerned with two groups; the listeners of radio and radio advertisers.

Digital radio is offered in four distinct ways:

DAB Digital Radio (also known as Digital Audio Broadcasting) – Primarily in use in the UK and Europe to Canada

High Definition (HD) – Selected by the FCC for use in the USA.

Digital Radio Mondiale (DRB) – New standard to replace AM broadcasting.

Satellite Radio Broadcasting – No geographical boundaries

All four technologies provide better quality sound and are comparable to CD quality for the listener. All four provide the enhanced technologies of scrolling program information, song titles, artist names, and the like. All four technologies can carry data alongside the audio. Imagine text and video to be transmitted with the audio providing new ways to connect with the listener.

What are the differences?

Satellite radio has the programming and the radio personalities and no terrestrial boundaries. In other words, it is literally everywhere a satellite signal can be picked up. The way that digital radio works is the same as AM and FM stations work now. In fact with your digital desktop or car radio you do not have an AM tuner, FM tuner or added digital tuner. Your radio automatically switches from analog to digital and digital to analog depending on the signals and boundaries.

Better Quality Signal is Better for All

Similar to the enhanced quality of video and audio with digital TV, digital radio’s sound is greatly improved. This is good for all radio.

Ahead of the Curve

At RadioActive Media we are already incorporating the future of data alongside the audio through our Radio Text Messaging (RTM) campaigns. Radio is the mobile advertising medium. Mobile advertising is positioned to be one of the fastest growing media vehicles. Combining these two powerful resources is game changing.  We like game changing.