Clear Channel Commences HD Multicast
Threatened by the rising popularity of satellite radio, industry giant Clear Channel Communications today launched its first digital multicast channels in New York and San Francisco in an effort to give flagging terrestrial radio a modern overhaul.
By splitting the frequencies of its radio stations into high-definition niches, Clear Channel and other terrestrial radio broadcasters hopes to reach broader audiences by providing a more varied menu of content.
In addition to the 10 multicast channels launched today, the company plans to roll out multicast channels on 15 more stations in Chicago, Dallas-Ft. Worth and Los Angeles in the next five days. The formats of the new channels, which initially will be commercial-free, include disco, Hispanic, gospel, “urban oldies,” country and traditional jazz.
But there are other challenges besides satellite that HD radio will face. In a statement to Reuters, Clear Channel President/CEO John Hogan explains, “Right now for the high-end audio market, [digital receivers] tend to be expensive and hard to find. We are working with consumer electronics folks … to convince them that this is a reality for us.”
As of today, Clear Channel has converted 200 stations to broadcast digitally. All the multicast channels will be streamed over the Internet, and Clear channel plans to promote this new endeavor to the 100 million listeners that tune into its analog stations on a weekly basis.
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