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Conversion by rural radio stations said to be too costly
By PATRICK DONLIN - pdonlin@sungazette.com
Digitalization can bring better quality to radio programming, but broadcast companies have to decide if it’s worth the investment.
Unlike television broadcasts, there are no government mandates to enforce a digital radio conversion. Transition is dependent upon the radio stations, according to Gary McIntyre, a Mansfield University communications professor who recently compiled a study about digital radio.
It would cost about $95,000 for a station in this area to acquire and install equipment that allows a digital conversion, according to McIntyre.
“That’s a lot of revenue for a small radio station,” he said.
Many stations in major markets such as Pittsburgh and Philadelphia are making the conversion, according to McIntyre.
“They have the funds and they have the market size,” he said.
Stations in smaller markets aren’t so eager to invest in the equipment needed.
“Right now, I don’t think they’re visualizing a return on the investment,” McIntyre said.
Conducting a survey this summer, McIntyre polled small market radio stations within the state. Chiefly, he wanted to find out how many of these stations had converted to digital radio or were planning to convert.
Of 50 questionnaires returned to McIntyre, only one station, located in State College, has made a digital conversion.
Of the 49 stations who haven’t converted, 86 percent reported it would be “highly unlikely” or “somewhat unlikely” that their stations would be converting over the next year.
That is unfortunate, as McIntyre cited the advantages of digital radio.
“You have a digital sound that is near CD quality,” he said. “Most experts say it is not CD quality, but it is close to it.”
Digital signals can put stations on the cutting-edge of competition, McIntyre said.
“Simulcast” is possible, he said, as one station can simultaneously broadcast multiple programs.
Digital broadcasts can be made on both AM and FM radio. Describing the potential, McIntyre said, “AM can have a signal that is better than (conventional) FM.”
Artist information, weather forecasts and traffic reports may be seen on the listener’s digital equipment, according to McIntyre.
Although receiving digital signals is free for the listener, consumers must buy and use specialized radios.
New digital radios range from $100 to $500, McIntyre reported in his study. Such high-definition radios, or “HD-Rs” are different than popular satellite radios manufactured by companies such as Sirius and XM, he said.
Sirius and XM each have their own programming and the only way to hear each company’s broadcasts is to buy either Sirius or XM equipment, which are separate from HD-R.
Radio stations can have their programming heard on HD-R equipment if they convert to digital.
Radio stations converting to digital can also have their programs heard on satellite radio, according to McIntyre, but contracts would have to be signed by the respective companies.
But, such contracts are rarely signed, according to McIntyre. “You don’t see that happen too often, especially with local stations in a small market,” he said.
Unlike television broadcasts, there are no government mandates to enforce a digital radio conversion. Transition is dependent upon the radio stations, according to Gary McIntyre, a Mansfield University communications professor who recently compiled a study about digital radio.
It would cost about $95,000 for a station in this area to acquire and install equipment that allows a digital conversion, according to McIntyre.
“That’s a lot of revenue for a small radio station,” he said.
Many stations in major markets such as Pittsburgh and Philadelphia are making the conversion, according to McIntyre.
“They have the funds and they have the market size,” he said.
Stations in smaller markets aren’t so eager to invest in the equipment needed.
“Right now, I don’t think they’re visualizing a return on the investment,” McIntyre said.
Conducting a survey this summer, McIntyre polled small market radio stations within the state. Chiefly, he wanted to find out how many of these stations had converted to digital radio or were planning to convert.
Of 50 questionnaires returned to McIntyre, only one station, located in State College, has made a digital conversion.
Of the 49 stations who haven’t converted, 86 percent reported it would be “highly unlikely” or “somewhat unlikely” that their stations would be converting over the next year.
That is unfortunate, as McIntyre cited the advantages of digital radio.
“You have a digital sound that is near CD quality,” he said. “Most experts say it is not CD quality, but it is close to it.”
Digital signals can put stations on the cutting-edge of competition, McIntyre said.
“Simulcast” is possible, he said, as one station can simultaneously broadcast multiple programs.
Digital broadcasts can be made on both AM and FM radio. Describing the potential, McIntyre said, “AM can have a signal that is better than (conventional) FM.”
Artist information, weather forecasts and traffic reports may be seen on the listener’s digital equipment, according to McIntyre.
Although receiving digital signals is free for the listener, consumers must buy and use specialized radios.
New digital radios range from $100 to $500, McIntyre reported in his study. Such high-definition radios, or “HD-Rs” are different than popular satellite radios manufactured by companies such as Sirius and XM, he said.
Sirius and XM each have their own programming and the only way to hear each company’s broadcasts is to buy either Sirius or XM equipment, which are separate from HD-R.
Radio stations can have their programming heard on HD-R equipment if they convert to digital.
Radio stations converting to digital can also have their programs heard on satellite radio, according to McIntyre, but contracts would have to be signed by the respective companies.
But, such contracts are rarely signed, according to McIntyre. “You don’t see that happen too often, especially with local stations in a small market,” he said.
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