Digital Radio goes live this year. Will you be ready?
By David Dritsas
It has been four years in the making: Once-competitive technology companies Lucent Digital Radio and USA Digital Radio combined to become iBiquity Digital Corporation, which strove for nearly two years to bring terrestrial digital radio to fruition. In October 2002, the FCC granted this wish; this year, radio stations are upgrading their equipment in response, and vendors are introducing compatible receivers. As stations go live, questions loom as to just how this new technology is going to change the market, and what benefits are real enough for retailers to demonstrate to the consumer.