The Broadcaster Traffic Consortium, formed in April to distribute data via the HD Radio spectrum, added three radio companies to the venture. Cumulus Media, Hubbard Broadcasting and Cobalt Operating, LLC, join eight founding radio company members, who intend to build a nationwide network to distribute traffic using a portion of the digital radio spectrum.
In addition, the BTC also announced Wednesday (June 25) that Paul Brenner will serve as president, in addition to his current position as vp of integrated technologies for Emmis Communications, one of the eight founding companies.
Although more than 1,700 radio station broadcast in HD, no one has yet figured out how to monetize it. The goal of BTC is to create an additional revenue stream for the business, which has been suffering from soft radio ad market.
"Our purpose is to further accelerate consumer HD receiver penetration and create new revenue. By leveraging our strengths, low-cost distribution, localized content and digital capacity, we are re-establishing this industry as an innovative means of engaging consumers," Brenner said.
The BTC is working with NAVTEQ, a provider of digital maps and traffic information for vehicle navigation.
Other members of BTC include Beasley Broadcast Group, Bonneville International, Cox Radio, Entercom Communications, Greater Media, Radio One and National Public Radio.