Radio Rolls Out Second Generation of HD2 Programming

RADIO ONLINE | , , | :am CT

The HD Digital Radio Alliance announced Wednesday that member companies will launch the second generation of HD2 programming by providing airtime to local and unsigned acts. Citing formats like "iChannel," "Local 107-Local Artists," "Indie Rock" and "Rock Independent Radio," the Alliance says there's plenty of reasons to upgrade all those receivers to HD Radio.

"The Alliance members and many other engaged broadcasters know it's up to them to drive and deliver excellent programming on their HD2 and HD3 stations. It's also imperative that broadcasters market that programming to listeners," said President/CEO Peter Ferrara. "Manufacturers are making a plethora of HD Radio receivers, retailers are putting HD Radios on their shelves (or on-line), and now the programming must motivate listeners to upgrade their radios to HD Radio."

The Alliance notes that with each additional station that broadcasters are adding to the dial, new and emerging artists will be able to receive airtime -- an issue they've complained to Congress about since the radio industry began what has widely been termed as "consolidation."

Additionally, stations with older formats are being revived on HD2. The multicast channels are allowing these formats to return, with some featuring live performances from favorite bands of the past. There are also formats that have recently been flipped on analog FM that are finding new life on HD2, such as "Live Rock-WMMR Archives" at Greater Media/Philadelphia, "WNEW" in New York, "Smooth Jazz" in Pittsburgh and "Radio Free Hawaii."

"We know from our research if consumers hear content they can relate to in their market -- and they can find it easily on HDRadio.com -- the programming will inspire them to buy an HD Radio," said Executive VP Diane Warren. "These great new stations only scratch the surface of the technology's capabilities. Combined with the station listener's love on the AM and FM dial, a new HD Radio provides them with an even richer and more exciting experience."