Surround for radio — kind of quiet
The discussion of surround sound for radio broadcasts has dwindled over the past few months. The technology is still there, but we have not heard much if anything from stations who are using the technology for analog or digital radio.
I heard it mentioned a few times at the 2008 NAB Show, but even then it was a low-key discussion.
Is surround for radio worthwhile? What would you do to promote the technology?
Related Topics: Industry
May 27th, 2008 at 1:18 pm
I’ve always been convinced that promoting HD Radio and surround technology MUST be driven by content. The only reason folks eventually migrated to FM back in the 1960s was because of stereo and considerable sonic improvement. They didn’t purchase FM receivers simply because it was “new.” Consumers may be fickle, but they’re not stupid.
I was imagining the other day a time when the music industry embraced surround technology via HD Radio. How would they do it? Let’s take for example the Kennedy Center in Washington, DC; home of many a sold-out music venues. Suppose the promotors, talent reps and record label reps all contracted with either a distributor like Westwood One, or local FM stations in the DC/Northern VA area. The concert, (mixed in surround for radio of course) would be simulcast to either local outlets or a nationwide outlet. Essentially, folks everywhere (who couldn’t get into the venue because it was sold out, of course) could enjoy the concert in surround everywhere in the local area.
FM to some degree does this today. A Prairie Home Companion from St. Paul is an example, but it’s very nichy. While popular, it doesn’t draw a large mainstream crowd. However, if Dave Matthews is on the radio in surround, or if the local concert hall has a hard-hitting summer concert schedule, and pending ticket sales, will broadcast the concert in surround, I’d possibly get the HD surround receiver just for that!
Imagine six cars with surround receivers set up in a mall parking lot. The owners of the cars situate the cars the same way you’d put surround receivers in your living room. The car in the left front corner turns up his system, playing only the left-front speaker. Each car does the same thing, respectively. 50-60 friends get together and tailgate essentially between each of the six cars, and they’re listening to a live show in surround. What a community event! (especially if doesn’t spoil ticket sales!)
Pay-per-view radio may or may not work. It’s worked for TV cable, but we’ve seen that America isn’t ready (for the most part) to pay for radio. So, if we can determine that a live surround broadcast from a local concert hall doesn’t spoil ticket sales, let’s do it. As a matter of fact, pull the mix truck up to the back door of the venue. I’ll help run the split snake, and then let me do the surround mix. It will be great!
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