Three major retailers this week launched a campaign to boost consumer awareness of HD Radio. This comes at the same time as member stations of the HD Radio Alliance launched a new wave of consumer awareness advertising. This new wave of advertising from the HD Radio Alliance represents a second campaign as a part of an overall $200 million dollar strategy announced earlier this year.
The HD Radio Alliance also announced an expanded number of digital FM stations broadcasting two channels of programming simultaneously. HD 2 multi-casts will be available in 50 markets by mid summer, with over 450 stations broadcasting a second audio channel.
Representing major radio groups and independent station owners, the HD Radio Alliance is promoting the roll-out of digital AM and FM broadcasting and coordinating the roll-out of HD2 broadcasts to ensure as many new formats in the markets are launched as possible. Member broadcasters are responsible for programming each of their new multi-cast channels, which are initially being offered commercial-free.
"One of the most exciting things about HD Radio is the ability to offer innovative new content customized for each individual local market," said Peter Ferrara, president/CEO of the HD Digital Radio Alliance. "Unlike any other audio entertainment source, radio is all about serving the local community and these new HD2 channels will do just that."
