HD radios, like this one from Sanyo, can pull in clearer signals and multiple channels from terrestrial stations.

WFLS launches high-definition radio side channel with Christmas music. Long-term plans for HD2 programming awaiting HD radio appearance in new cars

Date published: 11/25/2006

By MICHAEL ZITZ

Which came first, the HD radio--or the HD radio programming?

Perhaps a better question might be this: If a song plays and there's no radio receiver out there to hear it, does it make a sound?

High-definition digital radio, which produces CD-quality sound and allows broadcasters to piggy-back a number of programs simultaneously on one signal, is traditional terrestrial radio's answer to both satellite radio and the iPod.

The technology involves sending out a "bundled" signal, both analog and digital.

This not only provides stations with the capacity to broadcast more than one genre of music on a signal, it also allows the inclusion of text data like song titles, traffic alerts and stock prices to HD digital receivers.

In addition to providing superior quality sound, HD radio has the capability of producing much more variety.

But the early stumbling block for HD radio has been getting consumers to buy new radios, which have been prohibitively expensive. Prices have been coming down recently, in part due to rebates. Radios that were once over $400 are now under $200. Radio Shack, for example, dropped HD radio prices as low as $99 for Black Friday.

Most Washington-market radio stations have gone to HD, and about 20 percent have opened up "side channels" carrying alternate programming.

Last spring, WFLS, part of the Star Radio Group owned by The Free Lance-Star, became the first Fredericksburg area station to go to HD radio. And this week it became the first local radio station to broadcast an HD "side channel," launching WFLS HD2. For now, it is playing commercial-free Christmas music.

In October, Robert Struble, president and CEO of iBiquity, the company that developed HD technology, said over 1,000 HD radio stations were on the air nationally, with more than 400 offering side channels.

John Moen, general manager of the Star Radio Group, wouldn't tip his hand on WFLS' long-range plans for side channel programming.

This week he said a number of options are being considered, but didn't elaborate. During the summer, possibilities he mentioned for WFLS HD2, which also has 50,000 watts of power, included traditional country like Johnny Cash and Patsy Cline (the original WFLS has a modern Nashville sound), or urban music or news talk.

Moen said the Star Radio Group will probably make long-range side channel decisions when it sees auto-makers introducing HD radio in vehicles on a broad enough basis.

Going to Christmas music before Thanksgiving is a basic example of the flexibility HD side channels offer to stations.

Fifty-thousand-watt WFLS, the No. 1 station in the 300,000-listener Fredericksburg market, has traditionally played holiday music full time only from Christmas Eve to noon on Christmas Day.

Some stations around America, including WGRQ in Fredericksburg, devote an entire month to Christmas music. But stations with HD capability can do that without departing from their normal programming format on their primary, or "HD1," station.

To reach MICHAEL ZITZ: 540/374-5408
Email: mikez@freelancestar.com

Date published: 11/25/2006