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March 15th 08, 12:04 AM
posted to alt.radio.broadcasting,rec.radio.shortwave,alt.commercial-hit-radio,alt.radio.broadcasting.open
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IS HD THE ANSWER TO RADIO'S YOUTH EROSION PROBLEM
On Mar 14, 9:28 am, "Scooter" wrote:
Great Read.. about HD and radio's problems Is HD The Answer To Radio's Youth Listening Exodus? By Keith Berman; photo by Scott Kirkland/Retna Ltd. With radio persistently losing listeners to other media sources like iPods, the Internet and somewhere around 10,000 cable TV channels, HD radio is aiming to serve as a draw to bring younger listeners back to the terrestrial airwaves. But detractors warn that the additional digital channels offered by HD technology could only further fracture an already scattered audience. In any case, the latest progress report on the potential of HD radio reveals some serious vulnerabilities--despite radio programmers' best intentions to utilize those new channels to attract the masses, of all ages. At R&R's "Keeping Radio Relevant for Tomorrow's Listeners" round-table discussion held Aug. 17 in Los Angeles, participant Larry Rosin (pictured), co-founder/president of Edison Media Research, admitted, "I did a study on HD radio, and the women were laughing. They were literally mocking the commercials." Jacobs Media senior consultant Dave Beasing concurred that current promotional campaigns aren't exactly turning the tide: "I find increasing awareness of HD because of the promos, but low intent to purchase." Indeed, marketing might be called into question, with many studies showing that the general populace still doesn't know what HD radio is--and even worse, many in the industry telling stories of attempting to buy HD radios from electronics dealers whose salespeople have no clue what the product is. Another issue: Once a consumer finds someone selling an HD radio, installing it and getting it to work can be just as difficult. Spanish Broadcasting System VP of programming Pio Ferro told his own story of trying to buy an HD radio for his car and having to jump through numerous hoops to get the proper equipment. "We've been running HD on [Latin pop] WRMA [Romantica] in Miami since the capability was there," he said. "When it came in, it sounded phenomenal." However, getting a consistent signal proved to be an irritating challenge. Even so, HD has become a priority for SBS. "The marketing message of 'stations between the stations' is difficult," Ferro said. "It's hard enough to get people to write down 96.3--but hopefully [the Portable People Meter] will make that easier." Rosin also had difficulties with HD. "I can receive one HD station in the New York metro, a Christian station from New Jersey that I didn't know existed until I got an HD radio," he said. Broadening that landscape to the industry as a whole, Rosin revealed that last year at the NAB Radio Show, he went to the HD radio Web site and counted the formats available. "As of last September, it was clear the programmers of America considered the killer app to be classic country: It was the most-programmed format. But I'm skeptical that classic country is what's going to drive people to Best Buy and Circuit City and say they need HD radio," he said. Rosin's point: If you're not programming formats targeted at listeners under 30, how can you appeal to them and get them to listen? "I've long said HD shouldn't be trusted to anyone over 30," he said. "It could potentially foment the revolution that FM was in the '60s and '70s. Kids will come up with ideas that none of us are capable of, and it will create incredible programming that will drive sales." Read much more about "Is HD The Answer To Radio's Youth Listening Exodus?" -- including other breakout youth-oriented listening articles from R&R's recent Executive Round Table -- in this week's R&R (Sept. 14, 2007). Get your copy now by calling 800-562-2706 or 818-487-4582 between 5 a.m. and 5 p.m. Pacific Time, or e-mail: . Copyright (c) 2008 The Nielsen Company. All rights reserved. HD Radio is an answer in search of a problem. |
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