Greater Media Begins Multicasting in Detroit

Greater Media has converted three Detroit FMs to IBOC and is multicasting those stations.
Converted to HD Radio are WRIF, WCSX and WMGC. Their companion multicast stations are designated as WRIF2, WCSX Deep Trax and More Magic respectively.
The supplemental channels will be heard online and on multicast HD Radios; manufacturers are expected to ship product in August. The multicast channels have no ads, but short on-air sponsor announcements are mentioned each hour.
Riff 2 is a “made in Detroit” mix of alternative and indie rock, hip hop and punk. Greater Media says WRIF2 is a new execution of the WRIF format targeting 18-24-year-olds.
WCSX Deep Trax HD2 is a companion station to WCSX that provides classic rock songs that may be a bit outside the regular format. More Magic is a soft AC format.
“HD Radio technology makes it possible for us to create innovative programming that doesn’t need to follow the traditional radio playbook,” stated Tom Bender, senior vice president/general manager of Greater Media Detroit.
Greater Media is using HD Radio equipment from Broadcast Electronics. It is splitting its digital signals to achieve a bit rate of 48 kbps for the main channels and 48 kbps for the supplemental channels, said Bender.
Though WMGC has been an Ibiquity test station for about four years, Greater Media is now publicizing that switch.