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930 WPAT in NYC area now testing IBOC/"HD Radio" Digital AM

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July 26th 03, 06:54 PM

Jonathan E. Hardis

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(WBRW) wrote in message ...
Exactly what is the point of broadcasting these zero-ratings,
zero-advertiser, zero-listener formats in IBOC digital??

You miss the point. The point is that, once the stations goes
digital, they can convert to music formats and be competative with FM
in terms of sound quality -- and (with good programming and promotion)
ultimately market share.

Since it will take several years for there to be a substantial
installed base of IBOC radio receivers, which stations would you
propose converting first? The ones that already have a large
listenership, or the secondary players? Remember, digital is an
equalizer -- you don't need to have the most powerful transmitter in
the market in order to act like you do.

What's pointless is converting the major stations that current have
talk formats, with Dr. Laura, Rush, etc. The digital artifacts are
most noticable with talk, anyway. What digital broadcasting does is
provide a scenario whereby the smaller AM stations that have fallen
into disuse can find new life (and from their owners' perspective,
gain value).

- Jonathan

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