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“HD” confusing to consumers? Darn right.

Radio must sell the “HD” name very, very clearly. Why? Not only the obvious stuff – that it’s radio’s path to digital for both AM and FM and requires the purchase of a new receiver. But also because TV is increasingly using just “HD” in describing its HDTV service. Potentially very confusing to consumers.

Dead wrong.

Why sell a name at all if it means something completely different from what we’re selling? Why would we try to change a mind that’s already made up?

“HD Radio” is, was, and always will be the wrong name. And if your response to this perceptual problem is to “shout louder” you will be shouting into a stiff breeze. And that’s a waste. It will not work.

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