• by Erik Sass , September 22, 2008

Broadcasters and manufacturers have begun to offer more consumer data services along with their HD digital radio, according to iBiquity Digital Corporation, which developed the underlying technology and has long touted such services as a way to gain traction with listeners. The new data services include features like real-time traffic reports, concierge-type information about movies, sports and weather, and on-screen program data.

Currently, more than 1,750 radio stations have introduced digital broadcasts, which exploit previously unused parts of the frequency to deliver up to three new channels for each station.

On the hardware side, manufacturers like Polk Audio and Jensen have introduced receivers that allow listeners to "tag" songs they like in radio airplay for purchase with iTunes. The radios come with an iPod dock, so listeners can simply transfer the song tags to their iPod and then sync up the device with their computer, which will automatically download the songs. Alpine is making receivers with the same capability for cars.

In addition, 12 radio groups are developing a nationwide network to distribute information about traffic and local business in partnership with Navteq. A personal navigation device, similar to a GPS system, is also expected to be introduced in the next few years.

Also, Microsoft has scheduled a first-quarter launch for "MSN Direct HD," which will offer traffic information, a radio program guide, weather, gas prices, movie information, news and stock information. Some of the most interesting initiatives come from NPR, which is using the data delivery technology to broadcast captioned versions of radio airplay for people who are deaf or hard-of-hearing.

For visually impaired listeners who prefer to listen to the news, NPR is introducing a new broadcast called "Digital Radio Reading Channel," with announcers reading the text of daily newspaper, book and magazine articles. This broadcast relies on the same basic digital capability as the data services, using HD's "conditional access" option to send content to specific receivers (i.e., to the listeners who opt in).

Despite the promise of CD-quality sound, however, HD radio has not captured the popular imagination (or pocketbook) to the degree hoped by the HD Digital Radio Alliance, an industry consortium created to promote radio's digital offerings.