Radio Companies Kick Off First Phase of $200 Million Ad Campaign for HD Digital Radio

Unprecedented national campaign will air on more than 250 stations in the first 28 markets
Boston Acoustics’ early support pays off – 25% of the spots will highlight the Receptor Radio HD
Ads showcasing automakers, retailers in the works

ORLANDO, Florida – February 21, 2006 – As promised and ahead of schedule, 12 leading radio companies are this week kicking off the first phase of a massive, $200 million advertising campaign to accelerate the adoption of HD digital radio. In a powerful demonstration that they are making good on their commitment to this groundbreaking new technology, broadcasters will air specially created ads nationwide on more than 250 stations in the first 28 markets where HD Radio has been launched. The campaign is spearheaded by the HD Digital Radio Alliance and includes spots developed by longtime radio advertising specialists Dick Orkin and the Radio Ranch.

The campaign also builds on strong momentum for the emerging sector in recent months. More than 700 radio stations are currently broadcasting primary signals in HD digital radio. And last month, a number of leading radio companies announced HD2 multicast channels and, collectively, more than 250 entirely new music formats. The additions dramatically increase both the quality and choice of broadcasts for radio listeners.

“We’re moving much faster than originally expected,” said Peter Ferrara, president and CEO of the HD Digital Radio Alliance. “The support from radio companies has been unwavering, and since we’ve launched in the first 28 markets, response from receiver manufacturers, retailers and automakers has been extremely encouraging.”

In an unconventional approach, radio companies will devote a portion of the ad time to promoting the receiver makers, retailers and automakers who make early commitments to HD digital radio. In this first wave, some 25% of the spots highlight Boston Acoustics’ Receptor Radio™ HD. Citing expanding popularity of HD digital radio broadcasts and the launch of HD2 multicast channels, Boston Acoustics lowered the price on its Receptor Radio HD model to $299, effective February 1st.

*Fun, entertaining and informative

“The creative on these spots is fun, entertaining and informative,” added Peter Ferrara. “With the industry and listener momentum we’re seeing, we’re able to showcase what radio does best – engage and inform.”

The first wave – some 16 ads in both 30- and 15-second versions – introduce “Jake and Josh”, Jake’s new girlfriend, and “Big Announcer” in interrelated segments that highlight HD digital radio’s crystal-clear, CD-quality sound and dramatically increased local entertainment choices. Listeners are referred to www.hdradio.com for more information.

The spots also reinforce that HD digital radio is free to the consumer and never requires a subscription fee. Samples of the spots can be heard at www.hdradio.com/press_room.php.

Links to online retailers selling HD digital radios are at www.hdradio.com. HD digital radio receivers are currently manufactured by more than 15 companies, including Audio Design Associates, Kenwood, Alpine, Panasonic, Boston Acoustics, Polk, Day Sequerra, Radiosophy, Delphi, Rotel, DICE, Sanyo, Eclipse (Fujitsu), Yamaha, JVC and Visteon.

About the HD Digital Radio™ Alliance

The HD Digital Radio Alliance is a joint initiative of leading radio broadcasters to accelerate the successful rollout of HD digital radio. Current members include major radio groups and independent station owners: ABC Radio (in Los Angeles and Minneapolis), Beasley Broadcast Group, Bonneville International, CBS Radio, Citadel Broadcasting, Clear Channel Radio, Cumulus, Emmis Communications, Entercom, Greater Media, and Susquehanna and independent owner Jerry Lee with WBEB Philadelphia. For more information on HD digital radio, visit www.hdradio.com.

All Spots

Scott Cianciulli / Nancy Zakhary
Brainerd Communicators, Inc.
for the HD Digital Radio Alliance
(212) 986-6667
cianciulli@braincomm.com
nancy@braincomm.com

Diane Warren
HD Digital Radio Alliance
(210) 832-3509
diane@hdradioalliance.com

© 2009 HD DIGITAL RADIO™. ALL RIGHTS RESERVED.