Where's My Digital ROI?

This is one in a series in which Ibiquity Digital Corp. answers questions about how to implement HD Radio, the newly-trademarked name of its in-band, on-channel digital audio broadcasting technology.</
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This is one in a series in which Ibiquity Digital Corp. answers questions about how to implement HD Radio, the newly-trademarked name of its in-band, on-channel digital audio broadcasting technology.

Director of Broadcast Business Development Scott Stull answers here:

Q: What benefits would my station gain from converting to HD Radio IBOC technology in the next few years?

A: According to a recent Yankee Group study, half of all consumers shopping for a car or home receiver in the next year are interested in buying a digital AM/FM radio. Broadcasters will play a key role in driving Ibiquity Digital's HD Radio IBOC technology to eager consumers through the prompt conversion and implementation of HD Radio technology for commercial use within the first year.So what are the advantages of converting your station to IBOC system now?

New revenue opportunities - Throughout its history, advertisers have prized radio for its ability to deliver a highly targeted audience. HD Radio's integrated wireless data capability leverages this existing ability with new capabilities to deliver even greater value to the advertising community by providing the basis for advertisers to communicate more effectively with their target audience.

Better service to listeners - HD Radio will increase the audio quality and signal reliability for both AM and FM. This clear benefit will potentially increase stations listenership and Time Spent Listening for early broadcast adopters.

Level playing field - By meeting the public demand for digital products and services, broadcasters will have the ability to become part of the digital age and provide progressive leading-edge services and sound to their listener base. HD Radio technology will make listeners think twice about abandoning AM/FM radio for other digital infotainment alternatives like MP3, mobile Internet and other digital broadcast services.

All these benefits are achieved with an easy and inexpensive transition for broadcasters and listeners, by using existing infrastructure and spectrum, as well as maintaining listener behavior. Listeners will still tune to their favorite dial position, thus preserving broadcaster equity in dial position and branding. For example, "WETA 90.9 FM" can still remain "WETA 90.9 FM."

We strongly believe that the return on investment associated with the implementation of HD Radio technology will be immediately evident. Those stations investing in the near term will see dramatic payoff in the long term.

Send your IBOC questions to radioworld@imaspub.com. Contact Salemi via e-mail to info@Ibiquity.com or by fax at (410) 872-1531.

Radio World welcomes other points of view.

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