The question of return on investment has always been a big one for broadcasters when it comes to HD Radio, as with any technology decision. But it’s even more so for smaller and medium-sized broadcasters who may not have been involved in the IBOC initiative from the outset and for whom the ROI argument needs to be very clear indeed.
In this Radio World eBook, we asked a dozen or so industry broadcasters and other players to comment on these questions in a series of interviews. Are stations discovering revenue opportunities in leasing digital subchannels, and could such revenue help cover the cost to upgrade to digital? Who is willing to purchase such capacity? Is the “translator play” HD Radio option still effective? Can we quantify how HD Radio might help an AM owner justify the investment? What revenue can stations expect if they participate in the Broadcaster Traffic Consortium?