One of the criticisms that has been levied against conventional - or terrestrial - radio is that so many of today's stations have mandated playlists and just keep playing the same music over and over. Plus, many listeners say there are just too many darn commercials. Well, HD Radio is about to fix that.
HD Radio or digital radio makes it possible for a station to broadcast several different signals on the same frequency. This technology is called multicasting. In multicasting, there is the main signal, just like you're hearing now on your favorite station, plus up to four subchannels or, as they are commonly called, HD2 channels.
A number of stations broadcasting HD Radio are already experimenting with HD2 channels.
For example, there are some interesting things happening in Chicago which has about 15 HD2 channels.
Some of the stations like WLUP, have elected to just extend its current format with classic rock on its regular station and and hard rock on its HD2 channel.
Others are trying to increase their listening audience with some very different formats. WLIT which has adult contemporary on its main channel and disco on its HD2 outlet. WOJO has gone an entirely different direction with its two channels broadcasting reggaeton and Latin American dancehall.
Some of the other HD2 channels in Chicago are WKSC'103.5's "Gay Pride Radio;" WGCI 107.5's Old School Hip Hop; WUSN 99.5's Future Country; and WBBM 96.3's all-dance music format.
In addition, Cox Broadcasting has launched seven high-definition subchannels (HD2 channels). These subchannels can be heard on the company's stations in Atlanta and Tampa.
In Atlanta, WSB-FM, an Adult Contemporary station, will broadcast a new Soft Standards HD2 sub-channel; WBTS-FM, a Rhythmic Top 40 station, will broadcast a Pop Top 40 HD2 sub-channel; WALR-FM, an Urban Adult station, will broadcast an Adult Hip Hop HD2 sub-channel; and WSRV-FM, a Classic Hits station, will simulcast Cox Radio's AM750 News/Talk format on its HD2 sub- channel.
In Tampa, WSUN-FM, an Alternative Rock station, will broadcast an All Grunge Rock HD2 sub-channel; WPOI-FM, an 80's Hits station, will broadcast a Modern Adult HD2 sub-channel; and WWRM-FM, an Adult Contemporary station, will broadcast a Contemporary Christian HD2 sub-channel.
And look, Ma. No commercials!
Just as important, these HD2 channels are commercial free. In fact, the nation's broadcasters have pledged to keep HD2 channels commercial-free at least through 2007.
From what we have heard this is both good news and bad news. The good news is obvious - no annoying commercials. The bad news is that some of the HD2 channels are just one song after another with no announcer at all. We suppose this could get a bit boring after a bit. HD Radio is a tremendous technological leap from today's familiar analog broadcasts. These digital broadcasts provide listeners with radically improved audio quality, and new texting services. Resource box
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About the Author
Douglas Hanna is a retired marketing executive, an avid golfer, the author of numerous articles on golf and HD radio. He is also the editor and webmaster of www.hd-radio-home.com and www.best-denver-vacation.com
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