Interep hosts HD Radio panel at Ad Club Breakfast

In an effort to make the advertising industry more aware of the digital changes coming to terrestrial radio, Interep sponsored a breakfast panel yesterday entitled, "Time to Turn Up the Volume on HD Radio," with the Advertising Club of New York. The event was held at the Sky Club in New York City.

Liz Dolan, co-host of the nationally syndicated radio talk show Satellite Sisters was moderator for the event. Panelists included: Mitch Dolan/ President of ABC Radio Station Group; Jacob Harb/ Product Planner, BMW; Scott Herman/ Executive VP, Eastern Region, Infinity Broadcasting; Dan Hodgson/ Senior VP Marketing, Polk Audio; and Bob Struble/ CEO, iBiquity.

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BMW is currently offering the HD Radio option in their flagship 6 and 7 series models. Harb said that currently about 8% of purchasers take the HD Radio option - a percentage that he says is quite good for a new technology. This statistic underscores the fact, however, that the public needs more exposure to and awareness of HD Radio.

Struble commented that the average person on the street still has never heard of HD Radio, but added, "I have never seen such a coordinated effort among radio broadcasters to build awareness and design a plan that will build radio audiences...(broadcasters) know that there will only be one chance for a roll out, and they want to get it right. I expect some announcements about their plan will be coming soon."

Hodgson said Polk will introduce an all-in-one entertain system this spring which will play HD Radio, CDs, DVDs, iPods and satellite radio, adding, "Technology manufacturers will tell the consumer exactly what the new technology can deliver. But it will be incumbent upon the radio industry to promote the content that this technology can bring."

The opportunities and challenges that multicasting will bring in terms of content were echoed by the broadcast panelists. "Our program directors are excited about the new opportunities. Instead of programming one station, there could be three stations on HD. This offers a great incubator for talent," said Herman. Dolan stated similar views, saying, "The impetus of our company is to create great programming. That's all we think about."

When asked if they were worried that consumers would be confused by HD radio, particularly with the large number of choices now available to consumers, Herman said, "People will always find great programming that interests them. It is no different than cable television." Dolan added, "People have had a relationship with radio for as long as we have all been around. It is incumbent upon us to make it clear that `this is still your radio.' "