Question about the radios
Does it have a HD setting?
If so is there any station you can get?
I'm curious too. Automakers 'putting their dollars behind' HD radio
Laura Clark Geist
Automotive News
September 3, 2007 - 12:01 am EST
High-definition radio is the next weapon in traditional radio stations' battle with satellite radio and other technologies for listeners, including vehicle owners.
Within the next two years, an estimated 55 car and truck models will offer HD radio, which provides digital technology, high-quality sound and the ability to broadcast several channels from the same dial position, without charging subscription fees.
Peter Ferrara, 56, is CEO of the HD Digital Radio Alliance, a trade group that is overseeing the national rollout of HD radio. He spoke with Special Correspondent Laura Clark Geist about HD radio's potential appeal to automakers.
How many stations are broadcasting in HD?
We are up to 1,350 stations on the air in 198 markets, reaching 82 percent of the U.S. population.
How many of those stations have multicast or HD2, which adds a secondary station to the dial position?
The current count is 646. Broadcasters are doing brand extensions and new, innovative formats.
How does this enable you to attract automotive advertising dollars?
If (an advertiser) is looking for young men between the ages of 18 and 20, there is probably an emerging HD2 station targeting that audience.
What types of auto ads is HD radio getting now?
The HD2 channels on the air under the auspices of the Alliance are being offered commercial-free for the first couple of years. Automotive is really just beginning to ramp up. As OEMs come to market, they are putting their dollars behind it.
How many automakers offer HD radio as factory equipment?
Those that have announced include BMW, Jaguar and Hyundai. We expect eight other OEMs in the next 18 to 24 months.
I don't think HD radio is looking to create a revenue stream from automotive. But there is and always will be a love affair between radio and the automobile. To the extent that HD helps that flourish, we may be the beneficiary of additional advertising.
Does HD have text capability?
It has full data capability. If General Motors is running an ad on the radio, you can have the GM logo appear. There will be an opportunity for two-way communication with HD radio in the future, where it can have a "buy now" button.
Is there a marketing campaign for HD radio that stands out?
BMW was one of the very first to source, design and produce HD radios for their vehicles. They have overlaid that with some great creative.
For instance, BMW is the "ultimate driving machine," and HD is the "ultimate listening machine."