U.S. radio operators are pushing hard to sell high-definition radios. Stations are set to air some 75,000 ads a week pushing HD digital radio, in an effort to defend its turf against satellite radio
and iPods. The latest phase of the $200 million marketing push is timed to take advantage of the holiday season and the industry will, starting Nov. 13, cut prices, bringing some automotive units down
to around $150.
Along with its arrival at retailer Circuit City, the radios will also be found in more RadioShack locations. The move comes at a time when holiday shoppers may already
be in the market for other digital music players, such as new versions of Apple Computer's iPod. But a consumer who buys or owns an iPod may still take interest in HD radio, which receives
over-the-air terrestrial stations with CD-quality sound and multiple new-program formats, says Peter Ferrara, chief executive of the HD Digital Radio Alliance.
He adds that listeners,
who own CD players, cassette players and iPods are comfortable using more than one system. "I don't want to set any false expectation that this will be the HD Radio Christmas, but I think we have a
foot well in the door."
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