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ESPN Radio Offers On-Demand Options for FM IBOC Broadcasters

'Customizable digital sports network' aims to help populate HD2/HD3 channels.

ESPN Radio, with Cumulus, Bonneville and Red Zebra, have an expanded programming lineup and on-demand options for FM multicast sports channels.

“ESPN has a longstanding passion for using new technology to reach sports fans wherever they are, and FM HD Radio is part of our overall strategy,” said Mo Davenport, senior vice president, ESPN Radio.

We reported when this launched in Houston, Seattle and Dallas that participating stations can customize their own ESPN-branded multicast channel by using a specialized network appliance. Programs offered on this new service will include ESPNEWS, “SportsCenter,” and a variety of other sports programming.

An Internet portal allows participating stations to control and schedule programming. Stations can specify the dates and times content will air on their multicast channels.

Besides providing conventional audio content, the network appliance will also provide stations sports data-casting abilities, such as bottom-line data, clock and score information, and other non-audio services that can be transmitted with the HD Radio signal.