........ Unfortunately, the way that HD was marketed when it first came out was that it was an "audiophile" feature and as a result, the auto makers saw it as an opportunity to offer HD as a "luxury upgrade" and nothing more. It wasn't until later when the "stations between the stations" campaigns started to come out where HD was being promoted for the reason it should have been heavily marketed on in the first place, the ability to offer more choices to the listener. The other issue is the proprietary nature of the iBiquity/Xperi system, which made it an even more expensive upgrade (ongoing royalties) for commercial stations to implement and create new stations.
The entire system was a good idea that was horribly marketed. Were it not so bulky to use, I would say it bordered on a great idea. It did have that pesky feature of causing a station to compete with even itself for radio ears, and oftentimes without spots. Even then, it would have slowed the blood flow from the terminally injured terrestrial radio patient for a little while had it been well marketed.
Ibiquity was interested only in making the cash register ring. No "billboards" or reach-out to speak of, no public facing marketing. Joe and Mary Sixpack had no idea (and for the most part still do not) that it was there. I have done a number of little nonscientific polls over the years....at campfires, with friends at lunch, etc. I ask them about HD radio in their cars, and do they listen. Almost to a person, they think I'm talking about SiriusXM. I even go a little further and explain where it is and how to use it. Blank stares. Later, a few call or text and say "Gee, thanks for that tip; it's pretty cool....how long has that been around?" They seem to think that have I disclosed some deep, dark, radio secret that no one was supposed to know. I as such seem to market HD Radio more than the owners do.
It appears to now be largely a legal loophole to legitimize translators wanting to provide program material not carried in the intended fashion.
It reminds me a little of the "FMX" project during the early 80s. That also was a good idea that could have resulted in a significant noise reduction on FM at the coverage edges. However, the technology was purchased early on from the developers, and those then owning it saw less the overall good it could do, but instead only the opportunity to ring the cash register. I was involved as a contractor with one of the 'big three' auto makers 'infomatics' groups at the time FMX was being marketed to them; they literally LAUGHED at what the owners wanted as a licensing fee for car radios. The two groups were several orders of magnitude apart in the licensing fees when the automakers essentially said "thanks but no thanks". Look up FMX on the web; aside from a rather lame Wikipedia entry on it, it's virtually been swallowed by history.
I recently traveled through Tampa, and out of sheer boredom did a little finger surfing on the FM band there....there is a TON of HD radio presence there. Again, I don't know if it's "feeding" (ha) translators with otherwise non-carried program material, or really intended to be listened to, but there sure is a lot there. After one band transit, though, I was back to streaming YouTube Music....getting exactly what I want for as long as I want.
It's pretty sad that someone who has put 45 years of beans and weenies on the table with checks from broadcasters now rarely listens. Too many spots that are not interesting and don't fit the format, too much vanilla voice tracking, and absolutely no control whatsoever of the programming.
The fat lady has arrived in the lobby, and is just taking her coat off and warming up, but she's most definitely in the house and getting ready to sing.
