[Swprograms] OT: Awareness of Digital "Radio" in USA -- inclues Internet webcasts, satellite radio

["Richard Cuff" <rdcuff@xxxxxxxxx>]

Interesting deveopments -

Opinion:  It's difficult for shortwave enthusiasts to position the
medium as a "growth" medium when webcast consumption, by these
measurements, is up by 35-50%, year-on-year, depending on which of
these metrics one chooses.  Other metrics might not be so favorable,
of course.  No wonder broadcasters are so keen to develop other
platforms.

The HD radio developments are also interesting, both in the awareness
as well as the identification of $50 and $100 price points as target
that radio marketers will need to hit in order to convert the curious
into listeners.

The article below appeared the "Radio Currents Online" edition dated April 10th.

URL here:  http://beradio.com/currents/radio_currents_041006/index.html#retail

Richard Cuff / Allentown, PA

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Digital Media Increases in Consumer Use
New York - Apr 13, 2006 - Arbitron and Edison Research have released a
study that shows that radio programming continues to be a popular
consumer choice, especially in its new forms such as Internet radio,
satellite radio, HD Radio and podcasting. The study, called The
Infinite Dial: Radio's Digital Platforms, explores this expansion of
the radio market and its implications for advertisers and media
planners.

The study shows that Internet radio is growing rapidly. The monthly
audience age 12+ now tops an estimated 52 million, which is an
increase from an estimated 37 million people in 2005. The weekly
Internet radio audience also increased 50 percent over the past year,
with 12 percent of the U.S. population age 12+ (an estimated 30
million) having listened to Internet radio in the past week, up from 8
percent in 2005.

In 2006, awareness of XM and Sirius satellite radio has reached equal
levels of 61 percent awareness each among those age 12 and older.
Nearly one in five non-subscribers to satellite radio say they are
"very" or "somewhat" likely to subscribe to satellite radio in the
next 12 months.

More than one-third of Americans say they are "very" or "somewhat"
interested in HD Radio; more than 40 percent of satellite subscribers
say they are interested in HD Radio as well. More than one-third of
those who said they were interested in HD Radio say they would be
likely to purchase an HD Radio receiver at a $100 price point, and 58
percent of those interested say they would be likely to purchase at
$50.

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