Talking about HD Radio Technology
Tell your listeners that you are broadcasting with HD Radio technology and offering new options on HD2 and HD3 Multicast channels.
Explain what HD Radio technology is. Speak in BENEFITS, not features. Tell them what's in it for them. In most cases, you're offering them new, unique, compelling content that they can't get without an HD Radio receiver. Tell them about the clear signal, the song info on the screen, and the new channels they can hear. Then, offer them a quick way to buy a radio.
It's also important to us that you help us protect the brand name associated with digital radio. The "Dos and Don'ts" guidelines below that help you determine whether or not you're using the HD Radio brand name correctly and speaking clearly so that your listeners truly understand the benefits of HD Radio technology.
The Dos and Don'ts of Talking about HD Radio Technology on the Air
DO talk about your HD2 and HD3 Multicast Channels on your main HD1 channel
DO refer to them as Multicast channels
DO tell your listeners the address where they can hear additional content. i.e. Hear traditional jazz at 95.5-HD2
DO speak in benefits and answer the question "What's in it for the listener?"
DO use the term "HD Radio" as a brand name, which is an adjective, to describe a product, receiver, and more.
DON'T use the term "HD Radio" as a noun. HD Radio is a brand name and should be used to describe something, not to BE the something.
DON'T make the term "HD Radio" plural.
DON'T equate the HD in "HD Radio" to mean high definition, hybrid digital, or anything else. HD Radio is the brand name for digital radio in the US.
DON'T only talk about "HD Radio Stations" as only your HD2 and HD3 Multicast channels. Your main channel is also a digital station referred to as HD1. It is important that your listener knows they can hear your main channel digitally as well.
