Lost in Transmission
Clear Channel, Entercom, Beasly and Cox are all investors in iBiquity, which may explain why all are so eager to pledge their commitment. But another big reason is price. While HDTV upgrades could cost broadcasters millions of dollars, the upgrade of radio per station is far cheaper.
"It appears that it's actually in the range of about $130,000," says Mike Starling, vice president, engineering and operations for National Public Radio (NPR). He originally estimated the cost of upgrade would be somewhere between $150,000 and $170,000.
"There's been significant improvements in the technology and the cost effectiveness of deployment, as well as the fact that, now, the [broadcast equipment] manufacturers are in competition with one another, so there's some price competition that has gotten in there, too."