Some HD Radio multicasts are getting a sponsor, though in combination with online brethren.
Verizon Wireless is the first national client to sponsor HD Radio multicasts, according to Clear Channel.
A program called “Verizon New Music” features blocks of songs and interviews with artists on 21 Clear Channel multicast and online stations.
Stations airing the content include the multicasts of WHTZ in New York, KIIS in Los Angeles, WKSC in Chicago and 18 other big FMs.
Clear Channel noted in the announcement that it has been an active HD Radio supporter as a co-founder in 2005 of the HD Digital Radio Alliance and creator of a Format Lab in 2006 to create niche formats that are available to competitors. Earlier this year it said it had coded all its primary and HD2 stations to be iTunes Tagging compliant.