HD Radio TM Technology Monetizing your HD Radio Channels Jeff Detweiler Executive Director, Broadcast Business Development
HD RadioTM TechnologyMonetizing your HD Radio Channels
Jeff Detweiler
Executive Director, Broadcast Business Development
Agenda
Copyright 2017 XPERI
▪ Benefits For Stations
▪ Monetizing HD Radio Channels
▪ Specific Format Examples
▪ Summary
Agenda
Copyright 2017 XPERI
▪ Multicasting is radio’s first “killer app” since the
advent of FM broadcasting
▪ Provides additional content to help bolster
listenership and Time Spent Listening
▪ Helps stations bracket target demo to become more
attractive to advertisers
▪ On-air platform to try new formats and fine-tune
programming ideas
▪ A way to extend a station’s brand and increase reach
and market presence
Benefits For Stations
▪ Allows multicasting on several channels at once using the same frequency
New York Sports RadioDemo: Men 18-54
Washington Sports RadioDemo: Men 18-54
Baltimore Sports RadioDemo: Men 18-54
CBS National Sports RadioDemo: Men 18-54
1 Frequency =Multi-Program
Analog Radio1 Frequency =
1 Program
Copyright 2017 XPERI
▪ Tune-out can become tune-over to your other HD Radio channels
▪ The creation of up to 3 more broadcast channels for you to market
▪ The chance to keep your existing listeners for longer periods
▪ The prospect of generating new listenership from a new audience
▪ The ability to convert occasional listeners to brand-loyal listeners
▪ The creation of cost-effective discrete demographic targeting
▪ “Training Wheels” to help fine-tune new formats on-air
▪ THE OPPORTUNITY TO MAKE MORE MONEY!
Benefits For Stations
Copyright 2017 XPERI
Monetizing HD Radio Channels
▪ A wide range of hyper-targeted new formats are already on the air
Copyright 2017 XPERI
Monetizing HD Radio Channels
▪ Local stations are creating unique, market-specific formats
Copyright 2017 XPERI
▪ Create a salable digital radio sales package by creative use of new & existing programming
▪ Produce a format complementary to your main channel target demographic
▪ Simulcast your existing AM to balance audience delivery and create broad appeal
All NewsDemo: Men 25-64
Simulcast ofco-owned
AM station
Smooth JazzDemo: Adults 35-64
Targeted smooth jazz format
Adult ContemporaryDemo: Women 25-54
Digital simulcast of
analog signal
WWFS-FM / New York
Monetizing HD Radio Channels
Copyright 2017 XPERI
▪ Forward-looking sports teams are migrating to HD Radio stations
Monetizing HD Radio Channels
Copyright 2017 XPERI
▪ Benefits For Stations
▪ Monetizing HD Radio Channels
▪ Specific Format Examples
▪ Summary
Agenda
Copyright 2017 XPERI
Comedy Format: KYGO-HD2 / Denver, CO
▪ Main marketing premises:
▪ Provide Denver a home for around-the-clock comedy
▪ Attract advertising from comedy tours appearing in local area, clubs and restaurants
▪ Generate long listening blocks as opposed to music formats
▪ Key selling propositions:
▪ Unique programming not available on any other local radio station
▪ Dedicated website for fan web promotion - Disney World is a website sponsor
▪ Viral videos used on the website to drive impressions and convert listeners
▪ Unique sales opportunity:
▪ Offer advertisers unique commercial environment
Copyright 2017 XPERI
Sports Format: WXDX-HD2 / Pittsburgh, PA
▪ Main marketing premises:
▪ Enthusiastic Pittsburgh Penguins hockey team support regionally across broad demographics
▪ Strong local advertiser support as part of 37 station regional network
▪ Heavy team local media coverage and viral web presence
▪ Key selling propositions:
▪ Leverage strength of team “brand” for continued product growth & to help negotiate rights
▪ Winning station bundled dedicated 24/7 HD2 for “All Penguins Hockey, All The Time”
▪ “HD is the new FM” positioning to listeners to add to the cool factor
▪ Unique sales opportunity:
▪ 4-hour music blocks featuring content of a different player’s iPod every evening
Copyright 2017 XPERI
▪ Main marketing premises:
▪ No longer have to decide between Christian music, sermons or educational material
▪ Each channel can serve a totally different segment of the community
▪ The different demographics reached by the combination make for an attractive advertiser package
▪ Key selling propositions:
▪ Main channel targets Adults 25-54 with family-friendly music & personalities
▪ HD2 channel is geared to Adults 35+ carrying Christian talk and teaching programs
▪ HD3 channel reaches Adults 18-34 with Christian rock, pop, hip hop and R&B
▪ Unique sales opportunity:
▪ The ability to call on virtually any advertiser and deliver their customers
Religious Format: WAWZ-HD2/HD3 / Zarepath, NJ
Copyright 2017 XPERI
▪ Main marketing premises:
▪ No longer have to decide between Christian music, sermons or educational material
▪ Each channel can serve a totally different segment of the community
▪ The different demographics reached by the combination make for an attractive advertiser package
▪ Key selling propositions:
▪ Main channel targets Adults 25-54 with family-friendly music & personalities
▪ HD2 channel is geared to Adults 35+ carrying Christian talk and teaching programs
▪ HD3 channel reaches Adults 18-34 with Christian rock, pop, hip hop and R&B
▪ Unique sales opportunity:
▪ The ability to call on virtually any advertiser and deliver their customers
Religious Format: WAWZ-HD2/HD3 / Zarepath, NJ
Copyright 2017 XPERI
New Music Format: WSTW-HD2 / Wilmington, DE
Copyright 2017 XPERI
3rd Party Leases: DaNu Radio
▪ Main marketing premises:
▪ Programmer wanted high-profile 24/7 service to cover New York, Philadelphia and Miami
▪ Huge, well-educated & affluent Russian-speaking population in key metropolitan areas
▪ Opportunity to market their well-heeled audience outside strictly Russian advertisers
▪ Key selling propositions:
▪ Approached local HD2 stations with straight cash lease deal
▪ Programming a mix of talk, music & news appealing to advertisers
▪ Geared to appeal to both First and Second-generation Russian consumers
▪ Unique sales opportunity:
▪ Were able to negotiate iHeartRadio web channel as part of their lease
Copyright 2017 XPERI
Niche Format: KNDE-HD2/HD3 / College Station, TX
Copyright 2017 XPERI
Heavy Metal: KISW-HD2 / Seattle, WA
▪ Main marketing premises:
▪ Program a hard-rocking radio station that filled a specific programming gap in the market
▪ Station was initially launched 100% interruption-free to quickly build audience
▪ Create channel that supplements their main channel target demographic
▪ Key selling propositions:
▪ Recorded drops from metal bands used on-air to build “hip” image for advertisers
▪ Live broadcasts from local clubs created exclusive sales opportunities
▪ Social media promotion/engagement delivered value-added element to spots
▪ Unique sales opportunity:
▪ Branded promotional items tied advertiser & station logos together
Copyright 2017 XPERI
▪ Benefits For Stations
▪ Monetizing HD Radio Channels
▪ Specific Format Examples
▪ Summary
Agenda
Copyright 2017 XPERI
Summary
▪ What do all these stations have in common?
▪ All viewed the technology as creating new sales opportunities
▪ All treated their HD2 / HD3 channels as additional radio stations to program and promote
▪ All targeted their programming to fill niche in market currently unserved or under-served
▪ All were willing to “seed” the marketplace with receivers for key potential advertisers
▪ All created additional sales incentives for their salespeople selling HD2 / HD3 sales packages
▪ All emphasized that sales and programming needed to support these additional channels
and . . .
▪ None just “threw in” these HD2 / HD3 commercials at no charge with main channel buys
Copyright 2017 XPERI
Summary
▪ What do all these stations have in common?
▪ All viewed the technology as creating new sales opportunities
▪ All treated their HD2 / HD3 channels as additional radio stations to program and promote
▪ All targeted their programming to fill niche in market currently unserved or under-served
▪ All were willing to “seed” the marketplace with receivers for key potential advertisers
▪ All created additional sales incentives for their salespeople selling HD2 / HD3 sales packages
▪ All emphasized that sales and programming needed to support these additional channels
and . . .
▪ None just “threw in” these HD2 / HD3 commercials at no charge with main channel buys
To Your Customer, Your
Product’s Value Is Directly
Proportional To What You
Charge For It!
▪ HD Radio Technology . . .
▪ . . . Provides enhanced audio quality for both AM and FM
▪ . . . Provides additional new business opportunities
▪ . . . Provides new marketplace growth possibilities
▪ . . . Provides potential current and future new revenue sources
▪ . . . Provides unlimited ways to target and deliver new audiences
▪ . . . Provides natural line extensions for your station’s brand
▪ . . . Provides growth path for smaller advertisers
Summary
Copyright 2017 XPERI
Copyright 2017 XPERI