With less than 200 days until the television we know and love goes all-digital, it is becoming clear that the conversion campaign has worked. Are there still older people who don’t get it and are panicked about the changeover? Of course. But in the main, the Digital Transition Coalition has done a masterful job of educating America about the switch from analog to digital.
The keyword here is “education.” As a recent NAB poll indicates, 90% of America knows about the coming digital reality. And consumers are buying digital boxes in order to make sure they’re ready for the big day.
Contrast that with HD Radio. Awareness is nowhere near 90%. In fact, studies that have measured HD Radio familiarity are probably inflated because every shred of research that we’ve seen and/or conducted indicates that while many consumers say they know about HD Radio, their knowledge depth is mediocre. If you don’t believe me, take your own survey the next time you visit a fast food restaurant, attend your kid’s baseball game, or hang out at a barbeque this summer.
And this is the case after the incredible tonnage of commercials that have been run by HD Radio Alliance members. After all this time, do consumers really “get” HD Radio, and as importantly, are they motivated to buy one? And if they are, what happens when they get to Best Buy or Circuit City?
The conversion to digital television illustrates both the enormity of the task, as well as the scope of their success. This is not an easy process, and HD Radio has felt the fits and starts that go with unleashing a new technology. There’s hardware, distribution, marketing, and last but not least, content. All of these key components have to be working in unison in order to have the desired impact. But maybe creating an “end date” for analog was the key to television reaching its daunting goal.
What would happen if all analog radio was to disappear on 1/1/2010? Would it be the end of radio as we know it? Or would it be the beginning?
Disclosure: We conduct research on a project basis for iBiquity.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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DTV and HD Radio cannot be compared. In the former the U.S. government has told the industry and the consumer, ‘Effect February 2009 TV as you know it is GONE.’ Either upgrade your TV, get cable/sat., or buy a converter box. There is no alternative.
HD Radio, on the other hand, is a nifty ‘gadget’ that offers the consumer NO BENEFIT.
– Sound quality? Who cares. Consumers download 4 billion low quality MP3s every week.
– HD programming? Where? While a few — a few — stations are trying something new on their other stations, most are not and never will ($$$). The unique programming Generation V craves is online.
“Arbitron/Edison study chills the already thin air of HD Radio”
“All you need to know about this research is this: It says relatively few know about HD. It says that number hasn’t gone up. And it implies that folks are aware of what they care about, not vice versa. It also strongly suggests this isn’t going to change any time soon – as in, forever.”
https://www.hear2.com/2008/04/arbitronedison.html
Let’s be honest, here – awareness has dropped to 24%, and as Mark Ramsey has pointed out, consumers are aware of what they care about.
Pull the plug on analog radio! What a joke! HD radios are not selling, so the FCC would antiquate the estimated 800,000,000 analog radios – right! Gosh, I wonder, if the FCC would send out 800,000,000 converter boxes for our antiquated radios. This is truly a sign of desperation.
Good thing that DRM has stalled on shortwave, with only about 5 stations running their jammers and with no interest from manufacturers, retailers or listeners, and that Booble’s snake-oil can’t trash shortwave.