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HD Radio Alliance Plans $250 Million Ad Campaign In '07
December 1, 2006

Celebrating its one-year anniversary, the HD Digital Radio Alliance has announced that it has renewed its charter with the broadcasting industry. Radio will increase its advertising commitment to HD Radio to $250 million in 2007. Over a thousand stations are broadcasting in HD currently, with more than 500 FM stations providing HD2 side channels as well.

"The radio industry is in a whole new place today on the Alliance’s one-year anniversary,” said Peter Ferrara, President/CEO of the Alliance. “We have driven a wave of progress on digital radio supported by a wealth of new content and formats, as well as new HD Radio receivers, an explosion in retail availability; and new automotive partners and devices that are turning the in-car radio environment digital."

"The speed of this rollout is nothing short of phenomenal," said Clear Channel CEO Mark Mays. "We've gone from having zero receivers on store shelves a year ago to having a full range of models today, in both performance and price. We've gone from having a scant 89 HD2 broadcasts a year ago to an astounding 500-plus today, with an influx of fresh and innovative content."

"HD is not just the future of radio – it is the present,” added Joel Hollander, Chairman/CEO of CBS Radio. “It is a critical element of the forward strategy for CBS Radio and our other partners, and the success thus far has been phenomenal. We salute our fellow Alliance members for making a tremendous investment in HD Digital Radio, which stands as a tribute to their commitment to the future of this industry.”

Also in 2007, the Alliance promises new devices and lower prices, as well as more HD programming in the top 100 markets. The Alliance also expects continued expansion of HD Radio installation in vehicles, especially once the 2008 model year cars roll out.

In a conference call earlier this week, Ferrara spoke on the state of HD Radio. He said to expect the Alliance to increase their focus on the automotive business in 2007, especially in reference to spending a larger amount of the ad dollars alloted for next year. He also said that there will be continued focus on getting HD Radio receivers into the largest retail stores in the coming year.




 
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