COLUMBIA, Md. Jan. 25, 2011
Bob Struble Japan
WHEN & WHERE
"Thoughts on Radio’s Digital Future – AM/FM in a connected World: Threat or Opportunity . . . Yes."
Connected devices can change the ability of radio broadcasters to deliver full marketing solutions to advertisers.
Mr. Struble writes, "We live in a connected, converged world where consumers will have a rich multimedia internet experience anytime, anywhere and on virtually any device… The connected world is a threat to radio broadcasters, as listeners and advertisers have additional choices on where to spend their infotainment time and ad dollars. At the same time, it is also a huge opportunity to make AM/FM a more interactive medium."
"With HD Radio digital broadcast technology and smart applications development, we can pair the low cost and ubiquitous reach of the broadcast radio ‘data download’ with the one-to-one responsiveness of the internet back channel," writes Mr. Struble.
"Radio’s ‘battle for the dashboard’ has never been more urgent. Very soon, every new car will have multiple compelling infotainment applications — apps — built in… Our partners are building the same connectivity and applications into their home devices… So the two traditional product categories relied on by broadcasters — car and home radios — are being loaded with new, competitive digital infotainment applications."
"Broadcast radio is great at reaching the masses and entertaining, informing and selling to them. The instant response capability of connected devices brings a richer, more customized, more immediate experience to that mass appeal. It will be a winner for listeners, advertisers and broadcasters… and mobile phone carriers."
"The attraction for advertisers, whose brands and products will be displayed… is hopefully obvious to all. Touch for more info, touch for an 800 number, touch for an instant coupon, touch for a product code, touch to buy. To say nothing of the vastly improved measurement and response capabilities sought by advertisers. Stations will easily monetize this feature."
"We are convinced that HD Radio Technology is a prerequisite. Analog technologies cannot play effectively in the digital CE world. There is a reason every other mass market medium is digital."
About iBiquity Digital Corp.
Office – 443.539.4340
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Note: "HD Radio™" and the HD Radio logo are proprietary trademarks of iBiquity Digital Corporation. All other trademarks are the property of their respective owners. The "HD" in HD Radio™ is part of iBiquity Digital’s brand name for its advanced digital AM/FM system. It does not mean hybrid digital or high-definition digital; both of these are incorrect.
SOURCE iBiquity Digital Corp.