November 9, 2005 4:00 AM PST
Digital radio still hard to hear
The problem is, hardly anyone can. More than 570 stations around the county are now broadcasting in the new digital radio format, but only a relative handful of actual digital radio receivers have been sold, or are even available to consumers who want to buy them.
With competitive pressures growing from satellite radio and the iPod, radio companies had hoped that this year's shopping season would finally see a significant number of high-definition radios hitting the market. But several major manufacturers have pushed back releases until 2006, likely dooming these hopes.
Critical manufacturers say they won't have many new digital radios ready for the 2005 holiday shopping season.
Broadcasters are rushing into HD Radio to compete with the growth in satellite radio and iPod listening, but the radios themselves have barely hit the market.
"We are seeing a month-or-two slippage, which is not uncommon with new technologies," said Robert Struble, chief executive officer of Ibiquity, the company that created the standard HD radio technology. "But we're talking about a fundamental change to radio, not just about one shopping season. It's better to get something out right."
The release of digital radio is widely viewed inside the broadcast radio industry as a critical response to other digital technologies, which are capturing a growing share of radio listeners' attention.
The defection of key radio personalities such as Howard Stern to satellite radio over the past year has focused broadcasters' attention on the competitive threat. The number of stations broadcasting in the new HD radio digital format, about 100 at the beginning of the year, is expected to reach 600 by the end of 2005.
That still leaves a long way to go to reach the 13,000 total stations in the country, but all the big chains have committed to transitioning most of their stations over the next two years. Backers note that 60 percent of the country's citizens already live within range of an HD signal.
"HD Radio is vital to the future of radio broadcasting," said Caroline Beasely, chief financial officer for the Beasely Broadcast Group, a company with 41 stations around the country. "It will keep radio relevant, and you can't overstate how important that is to our medium."
The technology essentially does for AM and FM radio what digital, high-definition television does for TV. The quality of the broadcast goes up substantially, eliminating static and providing near-CD quality richness of sound.
The Ibiquity-produced HD Radio technology standard also allows stations to broadcast at least two audio streams over the air, as well as several data feeds such as news headlines or traffic reports, over the same space ordinarily used for one traditional radio broadcast.
About 40 stations around the country are already using this "multicast" facility, often to supplement their existing music station with another stream of up-and-coming artists, or a related genre.
But on the street, that progress is less apparent.
Jack Chew, sales manager at Bay City Stereo in San Francisco, says he isn't selling any HD units yet and few people--"maybe one in 200," he said--are even asking about the technology. His company has been told by manufacturers that products will mostly be pushed back until next year, he said.
Building as fast as they can
The urgency in the broadcast world has drawn response from device manufacturers, but the process has been slower then radio stations would have liked.
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