LV radio station testing digital at CES

The country music from Las Vegas station KWNR 95.5-FM has had a little extra kick since Thursday.

But only listeners attending the Winter Consumer Electronics Show noticed the difference.

The Las Vegas station was selected to transmit its signal for a digital broadcast test during the four-day show that continues through Sunday.

More than 90,000 people are in Las Vegas to see and hear the newest technology-driven products, many of which will be on shelves for the first time later this year.

Among the concepts being introduced at the show is digital audio broadcasting, an enhancement backers say may rejuvenate AM radio and enhance FM.

USA Digital Radio Inc., a privately held technology company based in Columbia, Md., is demonstrating the project during the show and is using KWNR as a test station. The Federal Communications Commission has authorized experimental licenses to test the product and final approval for digital radio is expected sometime this year.

Robert Struble, president and chief executive officer of USA Digital Radio, said the radio industry is the last major form of communications that has not made the leap from analog to digital technology. Television and wireless communications in many markets already have digital signals.

"The difference in quality is tremendous," Struble said. "With the digital signal, AM radio sounds like FM and FM radio is like a CD-quality sound system."

The digital broadcast of KWNR is occurring from the station's Black Mountain tower about 12 miles south of the convention site. The station is simulcasting the digital signal with the current analog signal. KWNR was selected for the test because Clear Channel Communications, the station's owner, also is one of the owners of USA Digital Radio.

Most KWNR listeners aren't hearing any difference in the broadcast now because they need special digital radios to receive the enhanced signal. When digital radios hit the shelves sometime in 2001, they'll be capable of receiving more than just an audio signal.

Struble said the bandwidth of the signal is large enough to transmit data streams as well as audio. That means some radios will have a screen capable of displaying a video message while the audio is playing. Struble said that means the performer's name and the song title could be shown during the music. Or, it could mean a new advertising sales opportunity for radio stations.

"We're exploring the advertising possibilities," Struble said. "The screen could say, 'Coke is life,' or 'Eat at Joe's' while the radio ad is broadcast."

Another application of the video screen: offering a round-the-clock weather forecast or local traffic updates on a portion of the screen.

During CES, USA Digital Radio is transporting people around Las Vegas in a van with the radio on to demonstrate the clarity of the digital signal from KWNR.

Listeners have been impressed.

"Probably the biggest compliment we ever got came from some (FCC) officials in Orlando (Fla.)," Struble said. "One guy got out of the car and said the radio sounded just like a CD in his house."

Kenwood USA is developing the digital radios capable of receiving the signal. Unlike digital television, which eventually will replace analog TV, Struble said radio stations would continue to broadcast digital and analog signals when the new technology is offered to the public.

Struble said his company will press for the enhanced technology since USA Digital Radio's owners operate stations in the top 10 U.S. radio markets. Among the owners of the company are ABC Inc., Cox Radio Inc. and the Gannett Co.

Other companies that have Las Vegas radio outlets include Clear Channel, based in San Antonio, Texas; Hispanic Broadcasting Corp., Dallas, and CBS Corp.

Clear Channel, which is in the process of merging with AMFM Inc., also owns Las Vegas stations KQOL 93.1-FM, KFMS 102-FM and KSNE 106.5-FM.

CBS Corp. operates KLUC 98.5-FM, KMXB 94.1-FM, KMZQ 100.5-FM, KXNT 840-AM, KSFN 1140-AM and KXTE 107.5-FM.

Hispanic Broadcasting Corp. owns KISF 103.5-FM.

Another owner, Las Vegas-based Citadel Communications Corp., has five radio stations in the Reno area, but no Las Vegas properties.

Other exhibitors at this year's CES have Las Vegas connections, but generally there are fewer local companies than last year showing their products at the trade show.

Perennial exhibitor Action Orthotics is at this year's show. The company has been in operation in Las Vegas for about four years and is showing computer-designed orthotics -- limb braces that maximize comfort for people on their feet.

Also displaying at the 2000 CES is Hillsboro Entertainment Inc., an adult software entertainment company that produces the Las Vegas Adult Personals and a website featuring outcall entertainers.

Unlike Comdex, which bans adult entertainment companies from its trade show floor, CES has a special section dedicated to X-rated software products. Adult film stars signing autographs and posing for pictures are attracting thousands of conventioneers to the roped-off section, which has nearly 200 exhibitors.

archive