First of all I have great respect for Tom Calderone and I think the music mix on The Bridge is wonderfully curated. I have long said that HD subchannels will never succeed unless there is a reason for people to listen so I would love to see this project succeed. I'm just being realistic with my observations and predictions.
AAA is a niche format that can be expected to draw a somewhat small audience to begin with. Putting it out on just an HD2 subchannel and stream without a main FM signal reduces that potential audience even further. I do not think The Bridge can succeed on its own merit in this form. However I doubt Calderone thinks small or is oblivious to these realities so maybe there's something more at play here.
The first possibility is that, as Rusty suggested earlier, it's a trial balloon that could end up getting the format moved to FM in Buffalo, displacing an existing BTPM station, depending on the response.
Another possibility is that packaging a AAA format along with the rest of BTPM's offerings could simply be a marketing angle intended to boost the perceived value of the organization and attract more/higher donations. This is a common tactic by organizations such as auto clubs, health clubs and various other service providers where they bundle a bunch of features to help sell subscriptions, understanding most people won't use them, but the net result is more sales.
Finally, Calderone may be trying to build a AAA format that can be nationalized and syndicated to other NPR affiliates, especially in markets where there is not currently a public radio AAA outlet. It's one thing to say an HD2 channel can't attract a sustainable audience going it alone Buffalo, but what if that HD channel could be heard in markets across the country, with perhaps a few main FMs thrown in? That could be a win-win for both NPR and Xperi's HD Radio marketing.
AAA is a niche format that can be expected to draw a somewhat small audience to begin with. Putting it out on just an HD2 subchannel and stream without a main FM signal reduces that potential audience even further. I do not think The Bridge can succeed on its own merit in this form. However I doubt Calderone thinks small or is oblivious to these realities so maybe there's something more at play here.
The first possibility is that, as Rusty suggested earlier, it's a trial balloon that could end up getting the format moved to FM in Buffalo, displacing an existing BTPM station, depending on the response.
Another possibility is that packaging a AAA format along with the rest of BTPM's offerings could simply be a marketing angle intended to boost the perceived value of the organization and attract more/higher donations. This is a common tactic by organizations such as auto clubs, health clubs and various other service providers where they bundle a bunch of features to help sell subscriptions, understanding most people won't use them, but the net result is more sales.
Finally, Calderone may be trying to build a AAA format that can be nationalized and syndicated to other NPR affiliates, especially in markets where there is not currently a public radio AAA outlet. It's one thing to say an HD2 channel can't attract a sustainable audience going it alone Buffalo, but what if that HD channel could be heard in markets across the country, with perhaps a few main FMs thrown in? That could be a win-win for both NPR and Xperi's HD Radio marketing.
