New Delhi: Developed by Xperi Corporation, HD Radio is a global digital platform with over 2,500 stations, offering superior audio quality, multicasting, and proven market success. With the potential to revolutionize India’s radio industry, it promises enhanced user experiences and new revenue models. To delve deeper into the technology’s potential impact, adoption strategies, and ability to bridge India’s analogue-digital divide, Ashruf El-Dinary, SVP of Digital Platforms at Xperi Inc., shares exclusive insights in a detailed conversation with CXO News and APAC News Network.
How do you see the adoption of digital radio broadcasting evolving in India, especially given the diverse consumer base and existing analogue infrastructure?
One of the key things about our HD Radio system is that we designed it to be compatible with current analogue and future digital operations. Our system is a hybrid, or simulcast mode, where analogue and new digital services co-exist on the same frequency assignment utilizing the same transmitter. This allows current radio listeners to use their existing analogue radio receiver to continue to receive the radio services they enjoy today. The new digital radio receivers would allow analogue and digital reception on those same frequencies. So future listeners can enjoy the analogue services or tune into the new digital radio services. It is the best of both worlds.
What are some key features of digital radio technology that cater specifically to Indian consumers? How does Xperi ensure accessibility and affordability for a broader audience?
With HD Radio broadcasting, a radio station can utilize its digital services to send more programming and content. The radio programs will be enhanced with textual information such as title/artist or other identification. Synchronized images will be transmitted as well, such as the album cover or artist’s picture. These features enable listeners to have the same informative and visual experiences they enjoy with other media services. More importantly, the digital service can transmit multiple audio services simultaneously on the same transmission. That will provide radio operators with the ability to increase their content offerings by providing alternative language formats or using additional audio channels for innovative program content.
The technology is very affordable. There are no subscription fees for the listener. Only the price of the new digital radio receiver, which is very affordable given the large scale of our manufacturing supply chain.
What role do partnerships with broadcasters, government bodies, and automotive manufacturers play in scaling digital radio technology in India? What challenges have you faced in these collaborations?
This is an excellent question and strikes at the core of the challenges to launching a digital broadcast service. We have worked through these challenges over the years with great success. Clearly, there needs to be a favourable government regulatory framework which is focused on modernizing the radio industry. Key areas for review include spectrum use policy, service protections, and equipment regulations. Our technology has been recognized as an ITU standard and demonstrated to meet protection requirements.
The challenges come at the initial rollout. Broadcasters need to make early commitments to launching transmission and services in a few major markets which will allow the receiver manufacturers to develop their manufacturing and distribution processes. Each side takes steps over the first few years to build a sustainable ecosystem. With that comes consumer excitement with new program services and increased receiver production driving scalability and affordability.
Could you elaborate on the latest technological advancements in digital radio that differentiate it from traditional and streaming platforms?
Radio is already a standard/traditional service for information and entertainment. And radio directly serves the local communities. With digital radio broadcasting, we can expand the possibilities of local outreach and connection.
With AI and data analytics becoming integral to media technologies, how is Xperi leveraging these advancements to enhance digital radio broadcasting, particularly in areas like personalized content delivery and improved audio quality?
AI definitely has a role in broadcasting and the digital radio space. We have a platform which can enable content discovery and link the listener to additional services based on their listening preferences. Think about broadcast radio combined with connectivity and IP services. As you listen to a program or song or podcast, you can start engaging more with the content. It becomes interactive. Through that interaction, the IP services can connect the listener to deep data such as the artist’s bio, a chat community on the topic, or ticket sales for the next concert.
What are your views on the future of digital radio broadcasting in India? What steps are necessary to overcome existing roadblocks and ensure a seamless transition to digital?
I think digital radio broadcasting has a strong future in India. Media consumption in India is very high. And radio services can be very strong given the right tools to reach the audiences.
We recently heard from the Honorable Secretary of MIB that digital radio services would be launched in India in the top 13 markets in 2025. This is the first step. Additional cooperation is needed between the government, the broadcasters, and the device manufacturers to continue growing the industry.
Bhaswati Guha Majumder, APAC News Network
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