HD Radio: Debate Over U.S. Audience Awareness

Americans are either more aware of HD Radio than a year ago, or less, depending on which of three recent studies you choose to read. The rollout of HD digital radio to the public has been slower than expected, and the new technology still isn't producing substantial revenues or increases in listening. In a note to investors published two weeks ago, Wachovia analyst Marci Ryvicker said broadcasters are making a mistake by using HD digital side channels to "multicast" new radio formats. Instead, she advises they begin data-casting or offering on-demand services. She also predicted rates of adoption will remain low until HD radio sets are offered as standard, "non-pay" features in more cars.
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