FUTURE OF RADIO IS DIGITAL
Traditional radio, the last bastion of analogue technology in entertainment, seems to have a bright future. As workers in this field, we often ask ourselves where the broadcasting is going and how it converges with current technologies. It is inevitable to think that this digital revolution that we are going through will affect, or better said, modify forever the way we do radio.
The radio industry will increasingly resemble satellite radio, just as television will move towards digital technology. The FM stations begin to have the quality of the CD. For the radio to grow, executives say, it is essential to have more channels, more formats, more content and less ads. In the United States, Clear Channel Radio and CBS Radio implemented this strategy by transmitting contemporary music and opinion programs through some secondary digital channels, free of advertising. Digital radio technology allows an operator to offer up to three additional FM channels in the space previously occupied by only one.
The radio industry, like television before it, is moving towards digital technology. With that technology, the AM broadcast stations sound like FM; and FM stations have almost the sound quality of CDs. An upgrade to HDF Radio (High Definition Radio) costs around $ 100,000 per station.
According to John Hogan, president of Clear Channel Radio, "Radio is reinventing itself, has approached new technologies and that is something beneficial for it."
HD Radio technology was designed to be able to transmit new types of warnings. According to Peter Ferrara, president of the HD Digital Radio Alliance, among these new formats would be, for example: the inclusion of a text that runs through the digital display of the device and also a button to "tighten and buy", which the user can use whenever you are interested in a product.