Alright radio geeks-gather round. Here's another installment of-

A Look Into the Future

I've been reviewing a study that was conducted a while back by Arbitron and Edison Media Research on the subject of radio's digital platforms-those places you go to receive your radio fix. The study interviewed about 2,000 people to investigate Americans' use of various forms of traditional, online (radio programming delivered on the Internet) and satellite media.

One of the study's findings corroborated a general consensus for me: while there is an increased awareness of HD (digital) radio, this greater awareness has not translated into high interest.

What I'm about to say may not make me a great friend with some of the radio industry's equipment manufacturers or perhaps even some of my colleagues. But-it seems to me that the advent of HD radio has just not taken wings. The proliferation of HD radio sets in the KVMR broadcast footprint is negligible, at best. I don't see that changing anytime too soon either. It just simply has not been the bastion that everyone seemed to think it would be. Perhaps it's the cost outlay of $100+ for an HD radio set (even though the prices have been going down) or perhaps that the average listener may not be able to discern a considerable difference in quality. Whatever the reason, it is critical for KVMR to find the best use of resources as we evaluate the platforms where we place our programming.

First and foremost, the KVMR that you have known and loved at 89.5 will not likely be impacted by listeners' use of other audio platforms. In fact, one of the outcomes of the study shows that the use of portable listening devices has not eroded over-the-air radio listening. Among all study participants, 12 and older, the average time spent listening per day to radio was 2 hours, 37 minutes. As a point of reference, KVMR listeners (Arbitron, spring, 2007) spent close to 9 hours per day listening to their community radio companion.

One of the more compelling outcomes of the study seems to corroborate our sense of thinking here-there are a lot of people streaming radio on the Internet. In 2005, it was estimated that 56.7 million people listened to radio online-that figure should reach 226.2 million by 2020. From another Arbitron report: "Internet radio is quickly becoming the preferred medium over satellite radio and, traditional radio among 15-30 year old early adopters. We still believe that terrestrial radio will have significant market penetration well into the future with at least 80% of the U.S. population tuning in at least once a week by 2020."

So, what's this KVMR Two thing? In short, it's our chance to appreciably broaden KVMR's visibility and utilize our broad-based talent pool of broadcasters in a very significant way.

KVMR Two would take residence at kvmr.org. While you could listen to your faithful KVMR, 89.5 both on your radio and on the Internet, you might resolve to sample its companion online-based radio doppelganger, KVMR Two.

KVMR Two would utilize our broadcasters that may not be presently offering a program on KVMR, 89.5-broadcasters that can bring you a wide-range of provocative and compelling radio. Most importantly, you would have lots more KVMR options to enjoy.

Add to this the fact that online radio, as you know it, will be going through some evolutionary changes in the not too distant time frame. Imagine taking unwired KVMR with you wherever you go- anywhere in the world. There would be no need to have a wired computer in order to hear us on the Internet. You would have a portable device that can handily receive KVMR's Internet stream. It's almost here. Now that's what I'm talkin' about!

By David Levin, KVMR's General Manager