ORLANDO – A dozen leading radio companies are this week kicking off the first phase of a massive, US$200 million advertising campaign to accelerate the adoption of HD digital radio.
Demonstrating they are making good on their commitment to this new technology, broadcasters will air specially-created ads nationwide on more than 250 stations in the first 28 markets where HD Radio has been launched. The campaign is spearheaded by the HD Digital Radio Alliance and includes spots developed by longtime radio advertising specialists Dick Orkin and the Radio Ranch.
More than 700 radio stations are currently broadcasting primary signals in HD digital radio and last month, a number of leading radio companies announced HD2 multicast channels, together, more than 250 entirely new music formats. The additions dramatically increase both the quality and choice of broadcasts for radio listeners with the right receivers.
"We’re moving much faster than originally expected," said Peter Ferrara, president and CEO of the HD Digital Radio Alliance. "The support from radio companies has been unwavering, and since we’ve launched in the first 28 markets, response from receiver manufacturers, retailers and automakers has been extremely encouraging."
In Canada, digital radio is in dry-dock. The DAB format chosen by the Canadian industry never really got off the ground and it doesn’t appear Canadian radio companies are about to do anything to push digital radio advancement.
The U.S. radio companies will also devote a portion of the ad time to promoting the receiver makers, retailers and automakers who make early commitments to HD digital radio. In this first wave, some 25% of the spots highlight Boston Acoustics’ Receptor Radio HD. Citing expanding popularity of HD digital radio broadcasts and the launch of HD2 multicast channels, Boston Acoustics lowered the price on its Receptor Radio HD model to $299, effective February 1st.
The first wave of spots – some 16 ads in both 30- and 15-second versions – introduce "Jake and Josh", Jake’s new girlfriend, and "Big Announcer" in interrelated segments that highlight HD digital radio’s crystal-clear, CD- quality sound and dramatically increased local entertainment choices. Listeners are referred to www.hdradio.com for more information.
The spots also reinforce that HD digital radio is free to the consumer and never requires a subscription fee. Samples of the spots can be heard at www.hdradio.com/press_room.php.
Links to online retailers selling HD digital radios are at www.hdradio.com. HD digital radio receivers are currently manufactured by more than 15 companies, including Audio Design Associates, Kenwood, Alpine, Panasonic, Boston Acoustics, Polk, Day Sequerra, Radiosophy, Delphi, Rotel, DICE, Sanyo, Eclipse (Fujitsu), Yamaha, JVC and Visteon.
The HD Digital Radio Alliance is a joint initiative of leading radio broadcasters to accelerate the successful rollout of HD digital radio. Current members include major radio groups and independent station owners: ABC Radio (in Los Angeles and Minneapolis), Beasley Broadcast Group, Bonneville International, CBS Radio, Citadel Broadcasting, Clear Channel Radio, Cumulus, Emmis Communications, Entercom, Greater Media, and Susquehanna and independent owner Jerry Lee with WBEB Philadelphia.
