"2008 has been a defining moment for HD Radio as low-cost receivers havebecome widely available at retailers with nearly 100 upgraded receivers nowout in the marketplace," said HD Digital Radio Alliance founder Peter Ferrara."In today's economy, cost is a major factor, making the unique, local formatson HD Radio broadcasts with no subscription fees the perfect gift. And thereare plenty of reasons to upgrade home and car radios: c|net called thesub-$100 Sony XDR-F1HD 'the best-sounding home radio tuner we've heard todate.' There's never been a better time to upgrade."

Demand continues to rise among consumers. In a recent poll from iLounge --the popular, independent Web site on the iPod and iPhone digital mediaplayers, accessories, and related software -- respondents named HD Radio the"next-generation add-on feature [that] most interests you."

"As awareness of HD Radio continues to rise, we remain focused onconverting those high numbers into intent to purchase," said Diane Warren,President of the HD Digital Radio Alliance. "This expanded marketing campaignis a significant step in that direction. Radio is a great point-of-sale valueand our other campaign elements: coupons, print, online, and going right toconsumers' cell phones, complement it and build on our direct conversationwith consumers. The Alliance is providing resources to make buying an HD Radioeasier and affordable for this gift-giving season. We anticipate a strongholiday season that will kick-off a busy and successful 2009 for all HD Radiostakeholders."

With more than four radio receivers in each household in the U.S., theopportunities for manufacturers and retailers are exceptional. Thatopportunity also carries over to the listener, as they have an abundance ofnew stations to listen to. Some markets have an additional 20 new stations viamulticasting.

*Expanded holiday campaign

This Friday, the Alliance will sponsor a newspaper insert for the firsttime -- in USA Today -- adding another platform to get in front of consumersand remind them of the value and benefits of HD Radio. In addition, the mobiletexting initiative continues, telling consumers who have opted in aboutcoupons, rebates, and special incentives when they text 'GIFT' to 58011. TheAlliance's most recent mobile texting initiative was a huge success andincluded a multi-session conversation with more than 176,000 consumers in Q3alone.

To round out the campaign, online banners and a $57 million radio blitz inthe top 100 markets and on over 700 stations will also drive traffic toHDRadio.com.

HDRadio.com is the consumer site where people can browse the holidayshopping guide for the perfect home or car receiver, a station guide to findall the new stations in a local market, and holiday specials and savings.

Currently featured at http://hdradio.com/gift/:

-- Save $50 on the Jensen JIMS525i table top alarm clock HD Radio withiTunes Tagging at Target

-- Crutchfield is offering $20-70 instant rebates on various add-on HDRadio tuners, a $60 price break for the Jensen HD5212, free shipping and a$100 price break for the Polk Audio I-Sonic ES2, and a $70 instant rebate whenyou purchase the Sony XT-100HD Radio Tuner

-- $30 off Sony iTunes Tagging HD Radio XDR-S10HDIP

-- FREE Site to Store(TM) Shipping at Walmart.com with the purchase of theiLuv HD Radio Alarm Clock for only $89.88, the Sangean America Tabletop HDRadio Tuner just $177.88, the Sangean America HDT-1X HD Radio Component Tunerfor $219.88, the Visteon HD Radio Component Car Tuner Kit HDZ300 only $179.98,and the Terk Outdoor HD Radio Antenna for a mere $79.88

-- Best Buy will help you save $85 with the purchase of the PioneerGEX-P10HD (converter) and DEH 4000 (radio) when you get it as a bundle forunder $200

"Broadcaster commitment to content has ushered in a whole new wave ofcreativity -- from The Irish Channel to Pride Radio, Urban Gospel to TweenRadio. Discovering all the new stations in your market on HDRadio.com is likere-discovering radio all over again," added Warren. "The radio dial isexpanding and now includes over 900 diverse new stations across the countrywhere many program directors are experimenting with formats that can't beheard on analog radio. These formats are being promoted with ads that areunique, catchy, and downright funny. In my almost 30 years in radio, I'venever had this much fun or have been this excited about radio'spossibilities."

*Local-market HD2 ad contest

Alliance member stations around the country submitted hundreds of 30second radio commercials promoting their HD2 stations to the Alliance. Theseads were then judged and voted on based on their ability to excite listenersabout the HD2 content, along with their effectiveness in prompting a call toaction to buy an HD Radio receiver. Ten winners were selected and given $1,000each, which was shared among the writers and producers of the creatives.

They include: Jim Blommel Cincinnati, OH Santa - What's a Polk? Ryan Cota Tucson, AZ Santa Doesn't Exist Lou Dallman (2) Farmington Hills, MI Flashback Dad Singing and Mother Trucker Jim Hausfeld Dayton, OH Awesome Kid Kevin Kline Boston, MA 911 Call Marc Pinieri Latham, NY Morrissey Brian Price Pittsburgh, PA Blues William Tynan New York, NY Entire Market Spot Bo Walker New York, NY Elves About the HD Digital Radio Alliance

The HD Digital Radio Alliance is a joint initiative of leading radiobroadcasters to accelerate the successful rollout of HD Digital Radio. Currentmembers include major radio groups and independent station owners: BeasleyBroadcast Group, Bonneville International, Buckley Radio, CBS Radio, CitadelBroadcasting / ABC Radio, Clear Channel Radio, Emmis Communications, Entercom,Greater Media and WBEB Philadelphia. For more information on HD Digital Radio,visit www.hdradio.com.

SOURCE HD Digital Radio Alliance