Post
by Kelly » Mon Jul 19, 2010 10:40 am
The last figures I saw on the subject came about a year ago and were published in Radio World. Based on those, my number was a little generous. Radio World listed year three HD Radio consumer acceptance at 1.1%. A year later, less than one percent, I believe .9%?
Personally I'm neither a pro nor against HD Radio. What I will say, purely based on my observation and opinion, broadcasters have taken a somewhat myopic approach to promoting HD radio by themselves. Using vague, cryptic spots in open inventory have yet to move a needle in aftermarket sales nor auto manufacturers. Ask most consumers on the street who are not hobbyists nor employed in radio what HD Radio is, chances are you'll get a blank stare or that they've heard of HDTV or Satellite Radio. Clearly promotion of HD Radio hasn't worked so far, either that or consumers just don't care. To date, has any HD Radio content come up in PPM ratings? Not that I've heard of.
Again speaking from a personal perspective, my girlfriend asked me the other day to disable HDR in my car. She was driving it to work and found the seemingly constant switch from analog to HD and back intolerable. Clearly beyond the lackluster marketing of the media, there are some technical/coverage kinks to work out before HD Radio is ready for primetime. The question really is; as other forms of media or technology continue to appear, is it too late to salvage HD Radio?
Skype:kellyalford Twitter: @KellyAlford