Bridge Ratings' lastest study of American radio consumers included questions concerning HD, or High-definition radio.
1. Are you aware of HD radio?
Among those interviewed, 12-24 year olds were the most aware of HD radio.
After describing HD radio to the respondents along with current programming and cost aspects, we asked:
2. If you are aware of HD radio, are you interested in owning it?
Among the sample, desire to own an HD radio is centered primarily on 12-24 year olds with the least interest coming from adults 55+. Clearly 31% of 12-24 year olds say they would be very or somewhat interested in owning an HD radio at some time in the future, while only 8% of adults 55+ respond favorably.
Among 25-54 year olds a significant number (48%) are undecided about owning HD radio at this time.
Of all respondents, 11% indicated that they were very interested or somewhat interested in owning an HD radio at sometime in the future, while 52% said they were unsure.
HD Radio is a new technology that enables AM and FM radio stations to broadcast their programs digitally, a tremendous technological leap from today's familiar analog broadcasts. These digital broadcasts provide listeners with radically improved audio quality and reception and new data services. Signal fading, static, hisses and pops are a thing of the past. Data services such as displayed song and artist information, weather and traffic alerts and much more will revolutionize the way you experience AM and FM radio. And it's all FREE for consumers, just like today's analog AM and FM radio.
What are the benefits of HD Radio?
- FM broadcasts have CD-quality sound.
- AM broadcasts will sound as good as today's analog FM stereo.
- Static-free without pops, hiss and fades.
- New data services, such as scrolling text displayed on a radio screen with song titles, artist names, traffic updates, weather forecasts, sports scores and more.
- Opportunity for more advanced data and audio services, such as surround sound, more radio stations at the same dial position, on-demand audio services, store-and-replay (so you can store a radio program that airs when you are at work and replay it on your commute home), overlaying real-time traffic information on a navigational map to help you find the shortest route, a 'buy' button for music, sports and concert tickets etc., along with a host of other services.
- No subscription fees. Its FREE for consumers, just like today's analog AM and FM radio.
- Easy transition for consumers. This means you can continue listening to your local AM/FM stations on your existing analog radios as well as on your new HD Radio receivers, with all the added services and benefits that HD Radio offers.
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