A aposta da Clear Channel na revolução digital

«

Clear Channel, which has more than 300 stations broadcasting digitally, is busily developing niche formats — a package of everything from audio cues to programming and playlists — that stations can use to create extra HD channels. The 80 already devised, with 50 more planned, include The Pride (for gay listeners), Workout (for exercisers) and Kisspanic (Spanish language Top 40). All also are available for purchase by radio companies.

Some consumer advocates say that's the wrong approach. HD Radio is becoming "a mirror image of what Sirius and XM have done," says Michael Bracy, policy director for the Future of Music Coalition. "There's no shortage of national platforms. The way to compete is to be live (as opposed to pre-recorded) and local."

Though he sees profit in the long term, Hogan expects to lose money on HD until about 2009. It costs a station about $100,000 to add the technology, and stations in the Alliance have agreed to keep the new channels ad-free until 2007.

Hogan's also excited about developing digital profit potential beyond radio. Clear Channel's 1,145 websites attract about 8 million unique visitors each month. Some provide videos of live performances, interviews with emerging artists and podcasts. In January, most Clear Channel Radio sites began offering on-demand viewings of music videos from Universal, Warner Music, and EMI.

The company also provides sports and music programming to cellphones. And it plans a news, traffic and weather service.

While some of the online and cellular ventures make money, Hogan still considers them investments in his plan to make the radio business cool again.»

fonte: USA TODAY, CEO Hogan may be hero to Clear Channel Radio, 19/7/06