The RAB has called HD radio "the most significant advancement in radio broadcasting since the introduction of FM stereo more than 50 years ago." But despite that lofty assessment, the fledgling medium is still struggling with an awareness problem and tepid demand among consumers who aren't yet buying into the digital technology in the droves that a frustrated industry and the HD Digital Radio Alliance had hoped.
While the industry struggles to ignite excitement among consumers for HD radio—and some would argue that broadcasters need to shoulder a bigger part of that responsibility by offering more enticing programming on their multicast channels—several stations have success with programming that has sparked advertiser interest. To that end, Jacobs Media GM Paul Jacobs, who moderated a panel in March at the annual RAB conference in Orlando on making multicast channels profitable, came away from the session saying, "I was pleasantly surprised because the conventional wisdom is nothing is happening with HD channels, and it was great to hear success stories about monetizing them."