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Is This Radio Alternative For Real?

B

Barry

This was mentioned in today's edition of InsideRadio.
A small company called Ludwig Enterprises stated that it will market a pocket sized gadget that will receive 50 new national radio channels in major markets, possibly eventually including New York. Ludwig asserts the receiver will decode digital signals they will piggyback from one of the local television stations.
The programming will be "primarily to the Ethnic, Senior Citizen and Disenfranchised Youth markets." The channels are said to be mostly leased time ethnic broadcasts in other languages, but a few specialized ones in English are planned, including one offering Techno music and some aimed at senior citizens. Unlike satellite radio, there would be no subscription fees, as advertising is expected to pay the bills. There will only be a one time charge for the device. In addition the gadget would supposedly be able to provide feedback to advertisers, regarding demographic information.
This being said, I am skeptical this would actually work, financially, even if it is technically feasible. This is a very small start up company, and in this tough financial environment, I question whether there would be enough advertising to make this profitable. This may end up being no more than a pipe dream.

The company's website: http://ludwigent.com/
 
The key thing is to receive these stations, a person has to buy their radio device. It's a cool looking device, but it's another device. It isn't combined with a phone, for example. So it's an HD Radio, basically. We all know how well they're selling.

The next thing is obtaining access to the carriers from TV stations will be expensive.

Third thing is the demo isn't very attractive to advertisers. That's why they're "underserved" on commercial radio.

But if they can get over those three humps, they might have a shot.
 
Is this kind of like the SCA channels some stations used to do so well selling to Muzak-like companies who provided in-store music services?

Interesting idea, but yeah... I think this one is likely D.O.A. Unless the receivers are EXCEPTIONALLY inexpensive, & the stations are willing to sell carrier space for scratch, I don't see it working long-term.

Anything successful on this service can be provided for cheaper on an internet radio station. Anything popular enough to need to be available to those without portable internet, will end up on broadcast radio.

I'd think that would be checkmate.
 
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