HD Radio is beginning to make its mark. According to Radio & Records Alexandra Cahill, 15 new markets have been added with HD capabilities. The promising technology seeks to gain audience support by offering consumers better sound quality and more variety.
Radio listeners in 15 new markets now have access to HD2 multicast programming. According to a Monday, May 14 announcement from the HD Digital Radio Alliance, HD Radio technology has reached the nation's top 100 markets.
This milestone comes less than 18 months after the Alliance launched a $200 million ad campaign -- later increased to $250 million -- to accelerate HD Radio's adoption by consumers, which has been sluggish compared to the eagerness of broadcasters to launch HD2 channels.
The new markets, followed by their rank, are Gainsville, Fla., 86; Charleston, S.C., 87; Greenville, N.C., 88; Columbia, S.C., 89; Daytona Beach, Fla., 90; Des Moines, Iowa, 91; Spokane, Wash., 92; Mobile, Ala., 93; Wichita, Kan., 94; Madison, Wis., 95; Colorado Springs, Colo., 96; Melbourne, Fla., 97; Tri Cities, Tenn., 98; Lakeland-Winter Haven, Fla., 99; and Lexington, Ky., 100.
Broadcasters are also adding a variety of formats to the existing list of HD2 multicasts. Some of the formats include ABC Radio's "e-Spanol," -- a combination of hard rock and Latino music; Bonneville's "iChannel," which plays independent and unsigned artists; "Young Punk – Next Generation Alternative" from Emmis; and Entercom's channels for rock albums from the '60s, '70s and '80s, "Passport" and "Subterranean."
According to president and CEO of Greater Media, Peter Smyth, "HD Radio and HD2 multicast formats selections that the Alliance has helped to allocate will broaden the horizons of radio, enabling us to provide unique programming and compelling content, such as Deep Trax, Live Rock, Irish music and other new, exciting formats." He continued, "The additional channels will give young artists the opportunity and ability to be heard on the airwaves.".....
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