[BC] NO HD RADIO FOR CHRISTMAS

[Robert Orban]

At 08:55 AM 11/30/2005, you wrote:
>From: "Michael Bergman" <mbergman42 at comcast.net>
>Subject: [BC] NO HD RADIO FOR CHRISTMAS
>To: <broadcast at radiolists.net>
>Message-ID: <200511290327.jAT3RHbD024495 at mxbackup01.virtbiz.com>
>Content-Type: text/plain;       charset="us-ascii"
>
>Ernie,
>
> > I have been looking in the usual Retail Outlets this first
> > shopping weekend of the 05 Christmas season.
>
><snip>
>
> > iBiquity is  waiting for the receiver manufacturers to advertise
> > the receivers... or maybe the radio stations to advertise
> > the receivers......or for radio to broadcast in living "HD Radio"
> > live from in front of the MTV studios in Time Square so consumers
> > could ask "WHAT IS HD Radio Anyway... and Where can I buy one????"
>
>Let's talk high-tech marketing.
>
>First, iBiquity is an IP company.  It's not their ecological niche to build
>marketing campaigns for the broadcasters' new tech effort.  Microsoft does
>it for Windows now, but how much marketing did MS fund in 1983?
>
>Yes, iBiquity owns the HD Radio trademark--but broadcasters control this
>completely; they could create their own mark and promote it even while they
>comply with on-air requirements to say "HD Radio".
>
> > It will take each of them working together like a symphony orchestra
> > to build  a great work.
>
>Agreed.  Add retailers, by the way--receiver makers and broadcasters can't
>force them to carry the product.  They respond to consumers asking for it,
>which goes back to your point about promotion.
>
> > Not one lonely player (Radio) beating a single drum, all by
> > itself, struggling desperately to be heard in a world of well
>
>Actually, radio has not been beating any drums.  In 2004, Kenwood and others
>had products and got some retailers to carry them, but broadcasters were
>nowhere to be found.  A few brave souls, like WOR, switched over and talked
>about it on air, but most didn't.
>
>At CES 2005, after a year of silence, I watched broadcasters step up to a
>microphone and announce "we're here!"  One of them said, "it's time for
>receiver makers to get with the program and make some receivers!"  Sheesh.
>
>Regarding promotion, receiver makers, in aggregate, spend something like
>$25M on advertising in a single year (excluding satellite, which is funded
>by stock money).  No way are you going to get the word out on HD Radio with
>a realistic share of $25M.
>
>Fortunately, the major radio groups are rumored to agree, and are rumored to
>be preparing on-air promotions as soon as the tabletops are here.  Tabletops
>are apparently going to hit "December 2005" just technically, but word is
>they are going to hit it.  So Q1'06 should be very interesting.
>
>Mike Bergman

One good piece of PR was a feature length article on HD Radio (with 
positive spin) in the November issue of Sound and Vision magazine. IIRC, 
their circulation is around 400,000+ and their readers tend to be 
technogeeks and early adopters.

Bob Orban