IBOC Will Be Called ‘HD Radio’

When you think of digital radio, what comes to mind? Ibiquity Digital Corp. wants consumers to think the phrase “HD Radio,” piggybacking on the concept of high-definition television.
“HD Radio” and an accompanying slogan – “Pure Digital. Clear Radio.” – are part of a new branding campaign Ibiquity and its license-holders will use to commercialize in-band, on-channel digital audio broadcasting. Stations, transmission and receiver manufacturers have the right to use the brand name to promote the digital radio concept and product category.
Kenwood will put “HD Radio-ready” on 17 of 23 models to be introduced in 2003; some of those head units also will be marked as “Sirius-ready,” to be compatible with Sirius Satellite Radio.
Ibiquity felt it needed something more to convey the concept of terrestrial digital radio to consumers, and to differentiate digital from analog radio and from satellite radio.