No more "Discover It," Now It's "Time to Upgrade"

March 31, 2008

HD Radio Upgrade

Orlando, FL - Mar 31, 2008 - The HD Digital Radio Alliance has entered the next stage of its marketing and broadcaster-support efforts. New messaging, logos and radio ads are part of the new phase. The group also plans to launch an expanded marketing resource suite for broadcasters on In addition, an industry wide collaboration took place at the HD Radio Idea Summit that was held earlier this month in Orlando for broadcasters and industry executives now preparing the second generation of mulitcast programming.

In a press release from the Alliance, Peter Ferrara, president and CEO of the HD Digital Radio Alliance said, "We closed 2007 with consumer awareness at unprecedented levels. This year will see unparalleled numbers of receivers in cars and at retail, totally new data applications, and new investments in HD2 and HD3 programming from broadcasters. Now is the time to convert consumer awareness into purchasing action."

The Alliance states that consumer awareness of HD Radio stands at 77 percent, according to a survey of radio listeners from Critical Mass Media. In a separate study of current or likely auto buyers by J.D. Powers, 31 percent said they want HD Radio in their next vehicle.

The Alliance led a summit in March that brought together technology, broadcaster and marketing executives involved in accelerating the adoption of HD Radio technology. One of the priorities of the summit was the topic of mulitcast programming and laying the groundwork that will be executed by the broadcasters to deliver new formats.

Starting March 31, the Alliance will promote a new tagline: HD Radio - It's Time to Upgrade! The new tagline will appear in the HD Radio logo, on the Alliance's websites, in broadcaster resources and on the national radio advertising campaign. The campaign will air in 100 markets on more than 700 stations.

"Phase one of our marketing over the past two years focused on targeting consumers to discover HD Radio," said Diane Warren, executive vice president of the HD Digital Radio Alliance. "Clearly, our tagline and theme of 'HD Radio - Discover It!' worked extremely well. The next step in our marketing will speak to the reasons to upgrade to an HD Radio."

The campaign will include improvements to the website, including a new station guide that lets consumers search by market or keyword, producing a customized list of both primary, HD2 and HD3 broadcasts matching their criteria. Consumers will also be able to sort by price and manufacturer, as well as identify local retailers carrying HD Radio receivers.

Additional resources will be created for broadcasters, auto dealers and retailers at, including a marketing toolkit for local stations currently or about to launch HD Radio, planning and marketing materials for automotive dealerships, Ibiquity's HD Radio product training for retail associates, Spanish-language materials that support Spanish-language programming, and access to produced commercials promoting HD Radio products, programming and availability.

Receive regular news and technology updates. Sign up for our free newsletter here.