HD Radio: Dead, and Getting Deader
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Trace the genesis of my comments to something that appears today at Clear Channel-owned Inside Radio, an industry trade that appears to be moving away from being an echoed voice of radio's mega-group. Though, for this topic, seems it's still holding to a mantra of not ticking off the owners.
The headline at Inside Radio reads "HD Radio milestone." The story synopsis: iBiquity declares HD Radio technology has reached “critical mass.” It’s a bold proclamation indeed, one not everyone in the industry may agree with. But the expanded embrace of HD as a core feature across product lines by top-shelf electronic makers may prove the point.
Now that another HD Radio "milestone" has been reached, it's a good time to look around the radio industry to see if support is hanging strong. Just because a product has been introduced is no guarantee that the public will buy. You be the judge on results after exploring these facts.
First stop, iBiquity's web site - particularly the page exclaiming "HD Radio Remains TOP Radio Advertiser!" According to this page: This report from Media Monitors shows the JUNE 2010 ranking of national radio advertisers. Only, as you scan the list of Top 10 advertisers, consider that these donated commercials should not be considered within the ranks of companies purchasing airtime. To be properly listed, let's place them under "promotion."
Also, under "The Buzz" tab at the web site, you'll find this article: "Who Will Win the Radio Wars?" Published in Automobile Magazine, the short rundown of in-car systems includes AM/FM, Satellite Radio, Pandora, and HD Radio. A telling tale on the ambiguity of iBiquity is how it reports sales of 3 million units. It's the only known public statement on the number of units sold. Offering no way to confirm, it's a number that's well above what experts are guessing.
Another sign of how support for HD Radio is dwindling comes from the same broadcast radio stations reported to be keeping HD Radio a Top 10 advertiser. Consider how the following - randomly selected - radio station web sites are passing the word about HD Radio. Many don't mention it; but on those that do, the link is so obscure as to make it irrelavant. Clear Channel, a most ardent supporter, uses one of the smallest font sizes (10px) to push HD Radio on all station web sites.
If the radio industry is serious about getting HD Radio off life support, it needs greater emphasis on expanded marketing - to include highlighted mentions on radio station web sites. It's already proved that more than five years of promoting HD over-the-air is not convincing consumers to buy.
That the claim of HD Radio reaching "critical mass" is even mentioned shows there's still quite a bit of fluff mixed in with reality.
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From: Maynard M.
I can't wait until HD and Ibiquity are both buried with a tombstone solidly in place. This technology has been a joke from the beginning and is doing nothing more than lining Ibiquity's pockets. This is like Edison inventing the light bulb, selling it to you...and then charging you a licensing fee to use it! This is unprecedented in the history of America...and if the FCC would endorse this debacle it would be the end of radio.
There are many ways to do digital radio in a more practical and inexpensive fashion.
Bury HD and bury it now...for gods sake, don't promote it! |
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From: Greg
iBiquity can spin numbers all they want, but one sure way to measure consumer interest is through this Google Trends graph, comparing hd radio and hd radios to Sirius, XM, and Pandora:
http://tinyurl.com/263qdhv
It's dead. Struble is desperate for an IPO, so spin the numbers as needed. Also, it's been a year since iBiquity's last round of financing, so they are about due for another round. |
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From: Bob Y.
I think perhaps that was a typo and what they really meant was 'HD radio is a millstone'. |
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