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FM Translators/Digital programming

Why would an FM station that transmits in Digital want to acquire a translator(s) to air the Digital programming on an FM analog signal...other than the obvious of getting the translator frequency before a competitor does? I thought the whole idea of Digital was to have listeners buy digital receivers for their home or vehicles. Seems this concept would be like having put AM stereo on an AM signal, then simulcast the AM programming on an FM signal....(just stirring the pot)
 
Quick answer's the right answer - insufficient digital receivers in the hands of consumers to receive these side channel stations. Now, to bridge that gap, if you can put those side channels on translaters [even LP translaters] it makes those side channels legit product received on all FM receivers in market, and gives those added HD channels a legitimate shot at building some audience sooner instead of waiting for HD receivers to be prevelant enough with consumers.
 
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