The new theme arose in part from a brainstorm session they had with partners
and consultants earlier this month in Orlando. The HD Alliance folks were
kind enough to invite me to that session. Although I wasn't able to attend,
I certainly appreciate the invitation, which they obviously didn't need to
extend.
It's tough to be critical of this marketing campaign because, frankly, there
is no marketing campaign that can address the core difficulties of HD, which
have to do with all those issues I spelled out years ago
http://www.feedblitz.com/t.asp?/526/9720952/http://www.hear2.com/2005/05/the_premature_d.html
and today looks downright prescient.
The only point I'll make here is that big screen HD TV's aren't selling
because "it's time to upgrade." The latest iPod isn't selling because "it's
time to upgrade." These things are selling because their benefits are
obvious and compelling.
Further, "upgrade" implies the need to buy something new, when (as I have
argued before) the best way for HD to enter the lives of consumers is
invisibly and "for free" through the cars and clock radios they are already
buying. Do a reality check, and you'll see that satellite radio is coming to
this same conclusion, albeit kicking and screaming.
Finally, HD is certainly an "upgrade" from the perspective of the
broadcaster and the engineer. But is it an "upgrade" from the perspective of
the consumer, who already has more choices than they know what to do with -
even if they're not choices which are not under the control of the radio
industry? After all, when the Internet is in my car, isn't HD Radio actually
a downgrade?
So in a sense the folks who advertise HD have to say something. And yet
there is virtually nothing they can say that will matter.
An unenviable predicament.

I've said the same thing. HD TV's & Ipods are selling because their benefits
are obvious and compelling.
HUD Radio it's not so obvious. Heck if I could walk into Walmart or Best Buy
and hear 20 or 15 great sounding stations in HD format that might help. But
you can't.. Unless the tower is right down the street.. these expensive rigs
need an outside stick to maybe hear just a few unimpressive stations. I
can't wait for the band to be filled with new impressive HD formats. It
won't happen though. Radio owes it's soul to Arbitron and to make money you
must be have ratings. Yes you can be #20 in a market and have a radio
station, but station owners won't make money and they won't invest in talent
and marketing.. the station will just be there. Owners will just continue to
invest in analog radio because that's were the money is. Chicken or egg
situation...
THIS IS WHAT WE HAVE NOW! Not enough radios and listeners equals HD stations
stuck in limbo.
They exist. but who cares.. Ok maybe when the average consumers can walks
into Walmart and can find HUD radios for $29.99 then maybe we'll see
movement.. Until then my old fashion radios work just fine!
If I was iBiquity I'd strike a deal with a manufacture and start giving
away ton's of HD radios. Advertising Hd on analog radio ain' working guys...