New Numbering Approach Benefits

The following bullet points describe the benefits of what is now called the New Numbering Approach for HD radio.  Initially, it was called the “Cox” proposal, then “The Broadcasters” proposal.  In fact it is probably best defined as “The Consumers” proposal.  At the end of the day, if the Consumer is happy, the Broadcasters and the Receiver Manufacturers will both win….

The assumptions are based on a scheme whereby the original FM band will not include any Supplemental audio channels.  The FM channels will blend over into HD if it is transmitted on a particular station. (basically, this is how an HD radio without supplemental capability would operate)

Immediately above the FM band will be a range of channel assignments that will be Digital.  This is where the Supplemental audio channels will reside.  The following are not in order of importance.

• Simple Marketing of new content location to Consumers

Expanded content provided by the Supplemental channels must be easy to identify and locate without a technical discussion. Billboards, sweepers, and bumper stickers cannot have instructional messages…

• Easily highlight need to purchase an HD Radio to Consumers

There needs to be a simple way to get the idea across to Consumers that they need to buy a new radio.  Having new content locations that are not co-mingled with existing FM channel assignments will drive home the need that a new receiver must be purchased.  This is a big win for receiver manufacturers and iBiquity who needs to get the demand up quickly…  the more receivers, the more customers…

• Minimize Confusion with Legacy Stations

There is a clear danger that extension of the FM channels (97.1-1, 97.11, etc..) will contaminate the position of the FM host channel.  This danger exists in both the marketing side and in the tuning behavior of layered radios. By separating the new channels from the existing familiar FM frequencies, this will be avoided.

• Simplify Accessing Expanded Content to Consumers

The attention span of the everyday consumer is not great enough to assume they will grasp how to pit-stop through the main FM channel.  Direct access to channel of choice is the goal.

• “Fixes” Main FM Band Scan Issue

A big negative is the unusual behavior of the scan going up the dial vs going down the dial in the layered approach.  By removing the Supplementals from the FM channels, this is avoided.

• A simple Software Update to HD Radios in production

To modify the existing HD radios is a software adjustment, not a major hardware retooling.  There should be minimal delay in getting product out to the consumers.

• A perceived positive feature for OEM radios

It has been reported that OEM manufacturers have responded favorably to the new numbering approach.  There is a benefit to add this feature to car radios as it is an almost zero cost upgrade and has a positive benefit