Bridge's Dave Van Dyke: Interest In HDRadio Is "Lethargic"

"In June of 2006, Bridge Ratings conducted a study of radio consumers to gauge their awareness of, and interest in. HD Radio. At that time, 62% of the sample were aware of the term "HD Radio". In our just-released study, that number has increased to 72%! Good news, yes? Not when you look at other aspects of the study such as their interest to own an HD Radio.

"When you get a moment, visit our website to view this latest study which suggests that while millions have been spent to market HD Radio, interest levels continue to be lethargic. Bridge Ratings has reduced our full year projections for the number of HD Radios sold this year and through 2010." -- Dave Van Dyke

I wonder when...

1. We really do set some under 25 year olds loose to build some truly innovative programming for the side channels that will interest the Millenials?

2. We get serious about branding these channels and make them something more than 94.1-2, 94.1.3, etc?

3. We'll realize that satellite is spending millions of real money in all media for product placement and brand advertising and just running space available ads on terrestial radio won't compete?

Or, will we ever do at least one or two of these things? If not, we're in for a long, slow build.