Standard Underwriting for HD2/HD3
Six Unique Programming Options on Two Frequencies
Public radio has always been a service to the community, but WHRO in Hampton Roads, VA has taken its service a bit further. With HD Radio technology, WHRO is offering six different programming options on its two FM frequencies. On WHRO 90.3-HD1, you’ll find classical music. One notch up on your HD Radio receiver will get you 90.3-HD2, Connoisseur Classics, which the staff describes as an “alternative classical music station” including rare old recordings, entire symphonies, and special features like “All Opera Tuesdays.” Dial up one more notch and you’ll get 90.3-HD3, which is The 1920s Radio Network, featuring big band and swing music. On the other frequency, WHRV 89.5, you’ll find NPR on HD1, Speak Easy on HD2 (which is continuous news talk with portions of the shows you might not get on the HD1), and radioNtenna on HD3 (which is a unique blend of rarely heard alternative rock, blues and folk music).
Revenue Tied to Multicasting
This non-com station has been successful in monetizing its Multicast channels. 90.3-HD2 (Connoisseur Classics) is already running paid underwriting. Heimerl says that it’s a no-brainer for the opera and his underwriting reps were bugging him to have access to 89.5-HD2 (Speak Easy) before they even opened it up to them in May of 2008. The iTunes Tagging feature also opens up doors for public radio with the ability to make money behind the scenes. “We are looking forward to tagging and have our Link-Share with Apple set up,” Heimerl says. Check them out at www.whro.org where you can get streams to all 6 channels.
