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Struble: Multicasts Help Advertisers Target Who They Want to Reach

Programming niches on multicasts can work.

IBiquity President/CEO Bob Struble says the industry needs to take the long view of HD Radio.

In his latest online column, the head of the digital radio technology developer says HD Radio can help address “The Long Tail,” a business strategy popularized in the book of the same name by Wired editor Chris Anderson.

“You simply cannot program niche formats on analog stations and make the numbers work — listenership and revenue potential are too low to cover capital and operating costs.,” states Struble. “The ability to stream multiple different audio streams on a single FM frequency gives radio broadcasters an economically viable means to address ‘The Long Tail,’ or the bulk of listeners that advertisers wish to target.”