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HD radio broadens options
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.
Date published: 11/25/2006
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