Factors Influencing the Adoption of HD Radio™ by Local Radio Station Managers

Clark F. Greer, Douglas F. Ferguson

Abstract


A sample of 114 radio stations measured attitudes toward the adoption of HD Radio™ and found that stations that have gone digital were motivated the most by 2 of 5 identified factors: image enhancement and programming considerations. The lesser factors were competition, revenue, and cost. The study also examined the relation between risk and survival. The data confirmed the importance of managerial attitudes toward disruptive technologies and their relation to image, programming, and competition.

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