The "second generation" of HD Radio programming is rolling out, says the HD Digital Radio Alliance, citing new HD2 and HD3 subchannels that play new and unsigned artists, tightly niched HD channels, and former over-the-air stations getting new life via HD.

On the new-music side, the alliance points to such HD subchannels as Bonneville's iChannel, Greater Media/Boston's Radio You Boston, Emmis/Austin's Local 107 -- Local Artists, and Clear Channel's new multimarket erockster.

The alliance points to CBS Radio/New York's WNEW as an example of a long-gone analog station that's back on the air in HD, while niched and "hyperfocused" HD subchannels include Beasley/Miami's Gretchen 99.9 Country stream, Clear Channel/Boston's Old Skool Hip Hop, CBS Radio's Chick Rock in Dallas, and AC WBEB/Philadelphia's 80's Channel.

"We know from our research that if consumers hear content they can relate to in their market -- and they can find it easily on HDRadio.com - the programming will inspire them to buy an HD Radio," said HD Digital Radio Alliance EVP Diane Warren.

"These great new stations only scratch the surface of the technology's capabilities. Combined with the station listener's love on the AM and FM dial, a new HD Radio provides them with an even richer and more exciting experience. The work the broadcasters are doing is impressive, and they're maximizing the opportunities with these new stations by giving listeners more choices while demonstrating their capacity for innovation -- so stay tuned."

Many alliance member stations' websites are now featuring a station guide that helps listener find and tune in to local multicast channels, the HD Alliance said. More than 1,600 stations are now broadcasting in HD, and there are over 800 HD2 and HD3 subchannels on the air.

The HD Digital Radio Alliance is a joint initiative by broadcasters including Beasley Broadcast Group, Bonneville International, Buckley Radio, CBS Radio, Citadel Broadcasting/ABC Radio, Clear Channel Radio, Emmis Communications, Entercom, Greater Media, and WBEB/Philadelphia to help accelerate the HD Radio rollout.

Story source: radioink.com.