Radio, welcome to the glittering age of high definition.
HD radio represents an evolutionary leap for a medium that has barely changed since adopting FM more than 50 years ago. Like your coveted iPod, HD radio promises digital sound quality, static-free reception and real-time artist and song IDs.
Most stations have yet to modify their transmitters to support the technology, and the tuners, which can run from $300 to $3,000, exist almost exclusively for car stereos.
But as traditional radio competes fiercely for listeners’ attention with CDs, MP3s and satellite radio, the industry is betting on HD to keep it relevant.
“Everyone’s switching over now,” said Carlos Lando, program director at KUVO/89.3-FM, the first local station to go hi-def, nearly two years ago. “A lot of it is looking for ways to revive sagging audience figures for AM radio, which at this point isn’t even 10 percent of the audience across the country.”
Lando noted that with HD radio, AM sounds like FM and FM sounds CD-quality. He thinks that will win people over, combined with the fact that HD radio cuts out most “multipath” distortion, or signal interference from buildings. And unlike satellite radio, there’s no monthly subscription fee.
About 700 stations, or 6 percent of the 12,000 commercial stations in the U.S., have made the switch. According to iBiquity, the company that created HD radio, 34 stations in Colorado have converted, with more to follow in the coming weeks. A complete list can be found at ibiquity.com/hd_radio/hdradio_find_a_station.
Multiple channels
Industry behemoth Clear Channel plans to roll out HD capability – and a massive marketing campaign – at all its local stations on Monday. Denver market manager Mark Remington said HD’s ability to broadcast multiple channels on the same frequency helped attract Clear Channel.
“KBCO’s side channel, Studio C, has been really popular,” Remington said of one station already broadcasting in HD. “Say The Fox has its regular format on the terrestrial 103.5 channel, then on the side channel we have hard rock, metal or maybe older classic rock. We take what the original radio station is doing and offer some of the fray ingredients people aren’t getting on the main channel.”
With the ability to provide three simultaneous broadcasts from one frequency – including weather, traffic and Amber Alerts – stations would get more bang for their buck.
“It occupies the same hole in the spectrum as our analog signal but it doesn’t affect it,” said Mike Pappas, chief engineer for KUVO and the man behind much of the state’s HD radio conversion. “The advantage to broadcasters is that we don’t need a new band or a new frequency, which is very expensive.”
Then again, retrofitting analog transmitters for HD can cost about $100,000 with parts and labor. KUVO paid for half of its conversion with an NPR grant, but program director Lando said the one-time cost is worth the additional listeners it draws.
“NPR affiliates are really behind the push for HD because of the potential for additional programming on the same signal,” Lando said. “We’re interested in building new audiences.”
He noted that since Clear Channel has gotten on board, the industry will likely speed its adoption of HD. The main hurdle for consumers will be finding affordable receivers.
“I know the price of the radios is coming down some,” said Marilyn Hogan, president and CEO of the Colorado Broadcasters Association. “Once they get around $100 more people will buy them. It just might take awhile for us all to get there.”
Part of the problem is that car manufacturers have embraced satellite radio receivers, making it difficult for HD receivers to infiltrate many dashboards. If consumers were buying more HD receivers, the price would plummet and the number of models would multiply.
Still, satellite radio services such as XM and Sirius have not made a big dent in radio audiences the way cable did with broadcast television.
“Nationally, the satellite radio audience doesn’t even represent 3 percent of all radio listening,” Lando said.
“A no-brainer”
The industry’s adoption of HD technology is an investment in its future, even if it takes some time to recoup. Whether satellite radio continues growing or not, new technologies will inevitably compete with analog radio for listeners’ attention.
“It’s a no-brainer,” said KUVO engineer Pappas. “We can jam a lot more data into the audio signal faster than we’ve ever been able to do under analog.”
The density of information should help improve the image of a medium often regarded as stodgy and antiquated. The fact that many HD stations are eschewing commercials – at least until most people start using the technology – may also draw listeners.
But unlike HDTV, no federal mandate exists for the switch-
over to the new medium and there are no plans to turn off the analog signal. That means it’s up to you, dear listener, wherever you are.
Staff writer John Wenzel can be reached at 303-820-1642 or jwenzel@denverpost.com.
HD radios with other features
Many HD radio models also feature satellite radio capability and play CDs, MP3s and other files. Here is a look at some of the models:
Boston Acoustics Recepter: Tabletop model, stereo AM/FM clock radio, 20 AM/FM tuner presets, thin remote, 1-year warranty; $299
JVC KD-HDR1: Car stereo with CD/MP3/WMA playback, three sets of pre-amp outputs, controls for iPod; $299
Kenwood EZ900HDS: Car stereo with CD/MP3/WMA playback, Sirius Satellite, iPod-ready, System Q Sound Control, three sets of pre-amp outputs; $399
Alpine DVA-9965: Car stereo with AM/FM, CD/DVD/MP3 playback, BioLite display, video output, XM and SIRIUS Satellite Radio controls, iPod control adapter; $1,499
-John Wenzel
