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PENS HD-2 PROJECT

P

Parttimer

So word is that the Pens' HD-2 project (All-Pens radio on the X's HD-2) can't attract advertisers because they aren't set up to measure time spent listening online (just clicks) and the 12 people with HD Radios don't have People Meters, so there are no ratings hits. Can't tell advertisers who they're reaching, if anyone, so they aren't buying.

Here's a novel, if somewhat low-tech idea.... how about putting it on one (or more) of the many AM signals in the market that are starving for interesting programming....
 
Yep. You bet - EVERYBODY'S got an AM radio. (Or fourteen.)

In a perverse way, this could be an example of how the technical train-wreck known as HD could lead to renaissance - at least partly - of the AM band, as HD operators discover than even much-maligned given-up-for-dead AM signals represent a better potential for revenue generation than semi-functional HD subchannels.

You can buy 'em for a song. (Or for sports or any other purpose-specific format.)
 
It's not as far fetched as you might think.

I would assume that 50 years ago FM was helped in large part because radios put and FM receiver with an AM one. People heard the clarity of FM and their interest peaked.

Sports fans still are into listening to AM. Part's idea has some merit.
 
you mean the new digital space-age broadcast technology is in financial trouble because the new
digital space-age ratings technology can't measure the audience?? DOH! :D
 
I wouldn't go that far. The "new space-age broadcast technology" is in trouble because (a) nobody wants it, (b) it costs too much, (c) it doesn't sound much different from the old 70 year old broadcast technology, (d) the coverage usually sucks, (e) it's a monopoly which its developers are trying to force on the marketplace in an effort to get smaller independent operators to bail them out of their investment, (e) it's a maintenance hog, (f) it's already obsolete, (g) it massively wastes electricity, and....and.....and....
 
Savage said:
I wouldn't go that far. The "new space-age broadcast technology" is in trouble because (a) nobody wants it, (b) it costs too much, (c) it doesn't sound much different from the old 70 year old broadcast technology, (d) the coverage usually sucks, (e) it's a monopoly which its developers are trying to force on the marketplace in an effort to get smaller independent operators to bail them out of their investment, (e) it's a maintenance hog, (f) it's already obsolete, (g) it massively wastes electricity, and....and.....and....
Click to expand...

Other than that it's great....
 
The largest problem with HD radio is that nobody is forcing the technology. The federal government forced manufacturers to add FM tuners to radios, but nothing along those lines has happened with HD. The technology is now only catching on with auto manufactures who have been putting satellite radios in their high end models for the better part of the technology's existance. You'll finally be able to get an HD radio in a VW next year.

The Pens have a six year lease on the HD channel here and are one of a half dozen or so teams trying to do this. They are working with a consulting company out of Boston made up largely of radio sales people, so they continue to try and attack this as a sales problem rather than a radio problem.

Parttimer is 100% correct about the AM idea. In fact the same people who are "lending" them the HD signal also have an AM laying around doing nothing.
 
The Pens should go and buy WKZV (1110) for the $75K or so it would take and move the studios to Southpointe. The towers are maybe 3 miles from there as the crow flies.
 
The Penguins aren't going to buy a radio station. They wouldn't have even attempted this unless someone handed them one for free. I don't know that the AM idea has dawned on them yet and I am not sure that the counter argument from inside parts of the organization would be that putting the programing someplace else would devalue the HD-2.

Its a great idea but then we are radio guys looking at this like radio guys. They are looking at it strictly from the sales and marketing side.
 
Snafu said:
The largest problem with HD radio is that nobody is forcing the technology. The federal government forced manufacturers to add FM tuners to radios, but nothing along those lines has happened with HD.
Click to expand...

Precisely! The exact same reason why AM Stereo never caught on.
 
The Pens really need to partner with a manufacturer to get this thing going. They need events that put HD radios in the hands of people to get the programming out there. Something like making Sony the official HD Radio supplier of the Penguins and/or take your ticket stub to a local Best Buy and get x% off any Sony HD radio.

Its a chicken and the egg thing.
 
If the idea here is to get the games heard on radio, the Penguins should have re-thought the HD strategem. They could likely have bought one, two or three disused or neglected AMs for the same money it will cost them to lease an HD-2 subchannel for 6 years. In the off-season, they could sublease them to Polka Pete or whomever to recoup the investment. If it doesn't work, they can sell the stations and get SOMEthing back on their investment.

As noted before everybody has an AM radio. I'd bet there are some decent signals available for chump-change.

Of course, if the idea is equal parts "promotion of HD Radio subchannels" and "getting the Pens games heard," then that's a different story.
 
The Pens pay $0 to lease the HD-2 Channel. Repeat $0. Clear Channel handed it over to them because they realized they weren't able to do anything with it. Its a six year deal that basically says "here, you try and do something with it. We can't."

The Penguins are NOT IN THE RADIO BUSINESS. They are in the promotions/advertising business. They are not going to BUY anything on the radio dial, nor should they. However, they should look into the possibility that some AM stations might want to buy/barter their programming. That would be something the team should look into.
 
Yeah, but I think part of this is, "Look at us, we're on the cutting edge with HD," and scratchy AM radio really doesn't play into that. Apart from that issue, the hockey demographic isn't an AM radio bunch.
 
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