[BC] Survey says....

[Rich Wood]

------ At 06:43 PM 12/7/2005, Mike McCarthy wrote: -------

>I have an idea.  Let the AM station owner decide if he wants stereo 
>or two mono channels to add a multi-cast MONO format.  Like have 
>Rush on one channel and Al Franken on the other.

Can't do that. Let's say we put Franken on the main channel and Rush 
on the secondary. All Rush's ratings will be applied to the main 
channel. Al Franken will get Rush's numbers. Remember, both of them 
will show up as WXXX in diaries. HD1 and HD2 are alien concepts to 
listeners. It's hard enough to get them to report plain old listening 
accurately. That's why I feel a Unique Identifier is necessary, so 
each channel can be considered its own radio station.

The new HD brain trust is going to have to figure out how to separate 
the non-commercial listening reported to Arbitron from the commercial 
main channel. Otherwise, advertisers will be cheated by having the 
listeners who didn't hear the spots included with those who did. In 
the case of Rush on the secondary channel (suspend disbelief) there 
will have to be a way to remove those listeners from the main channel ratings.

Remember, I'm projecting a couple of decades ahead to when all 1.5 
billion receivers have been replaced. In this example, only a few 
people could receive Rush over the next decade. If he loses his drug 
case, it might be the perfect time.

Rich.

Rich Wood
Rich Wood Multimedia
Phone: 413-303-9084
FAX: 413-480-0010