On Tuesday, USA Today featured several articles on HD Radio in both their Money and Life sections. For a media moment, HD Radio appeared to be on an equal footing with iPods, hot new phones, and other media gadgets.
But when you study the various articles, the source of the buzz is HD Radio content. This included Emmis/Austin's "Local 107.1," WAMU's hot bluegrass channel, the WNEW-FM channel in New York, Clear Channel's eRockster, and other cool experiments and initiatives that USA Today highlighted.
What does that tell us about consumer acceptance and enthusiasm? If HD Radio is going to be successful, it needs distribution and radio listeners need to understand what it's about.
But as we've been saying for some time now - and many clearly agree - HD Radio will grow if it creates programming content that motivates consumers to want to have it - in their homes, cars, and offices.
That's why people bought FM converters in 1970.
Full disclosure: We do research work for iBiquity.