Ibiquity's Struble: Internet Radio is not the Death of Terrestrial Radio

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Ibiquity's Struble: Internet Radio is not the Death of Terrestrial Radio

Feb 19, 2010 3:12 PM

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Columbia, MD - Feb 18, 2010 - In his February 2010 online column, Bob Struble, Ibiquity Digital president and CEO, discussed the recent Consumer Electronics Show, touting that while 3D was everywhere, it will an important show for HD Radio as well.

Struble also discussed radio's competitive landscape, particularly noting that Internet radio may be a rival for terrestrial radio listener and ad dollars, but it is a service that cannot and will not replace over-the-air broadcast radio.

Struble's reason for dismissing Internet radio as a possible threat: Economics. Internet radio is a valuable and powerful service, but network usage requirements will not allow it to support mass market listening to the 235 million AM/FM listeners that broadcasters routinely serve. Struble goes on to say that AM/FM radio station can support an infinite number of users within its coverage area at a fixed and relatively low cost. There is no incremental cost to add listeners, which is the efficiency of a one-to-many broadcast architecture.

Struble says that Internet radio can help push terrestrial radio to be better by creating compelling programming and addressing the local audience.

Of course Struble also hopes terrestrial stations will install HD Radio technology.

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