ORLANDO, Florida – July 31, 2006 – The HD Digital Radio Alliance, a joint initiative of leading radio broadcasters to accelerate the rollout of HD digital radio, today detailed its comprehensive marketing strategy. Marked by the launch of “Discover It!” a new creative and branding initiative, the comprehensive strategy includes the rollout of a new brand identity and tagline, new advertising creative, online marketing elements and the involvement of new agency and retail partners. The initiative is a part of the HD Digital Radio Alliance’s $200 million dollar advertising campaign which was announced in December.

The “Discover It!” campaign invites consumers to discover new, free, digital quality radio programming and new “stations between the stations” available with HD digital radio. The campaign launches in 22 new markets and 28 existing HD radio markets for a total of 50, and can be heard in 43 of the Top 50 markets on every radio station that is part of the HD Digital Radio Alliance. The expansion will make the HD Digital Radio Alliance either the #1 or #2 largest radio advertiser in each market, with 90+ spots running in each of those markets. The new creative can be heard at www.hdradioalliance.com.

“The Alliance has been aggressively marketing HD Digital Radio since our inception,” said Peter Ferrara, president and C.E.O. of the HD Digital Radio Alliance. “The marketing campaign announced today represents the full range of our commitment to helping consumers discover this amazing new technology – from compelling branding and creative to a strong online presence to retail availability.”

In a complementary online move, the HD Digital Radio Alliance’s consumer Web site, HDRadio.com, has added new features and messaging with flash imagery conveying a sense of discovery and wonder, and providing even more information for helping consumers get the most out of their HD Digital Radio experience.

And for consumers reached by the “Discover It!” message, Amazon (www.amazon.com) joins existing retail partners like RadioShack, Tweeter and Crutchfield as the newest major retailer to carry HD digital radio receivers.

Three new agency partners had a hand in the new marketing effort, joining existing Alliance agencies Brainerd Communicators and Texas Creative. HD digital radio’s “Discover It!” tag line was developed by New York branding agency Siegel & Gale, and actualized into exciting new creative by Via Now, Clear Channel Radio Creative Services Group and Texas Creative. These agencies are collectively focusing their efforts on a variety of creative, marketing and branding opportunities for the HD Digital Radio Alliance and its members.

HD digital radio receivers are currently available from ABC Warehouse, Amazon, Audio Adviser, Bjorn's, Boston Acoustics, Car Toys, Crutchfield, Great Indoors (a unit of Sears Roebuck & Co.), Harvey’s, J & R Music, Listen Up, Magnolia Audio Video, One Call, Ovation AV, Radiosophy, RadioShack, and Tweeter. Links to online retailers selling HD digital radios are at www.hdradio.com.

HD digital radio receivers are currently manufactured by more than 15 companies, including Audio Design Associates, Kenwood, Alpine, Panasonic, Boston Acoustics, Polk, Day Sequerra, Radiosophy, Delphi, Rotel, DICE, Sanyo, Eclipse (Fujitsu), Yamaha, JVC and Visteon.

About the HD Digital Radio Alliance

The HD Digital Radio Alliance is a joint initiative of leading radio broadcasters to accelerate the successful rollout of HD digital radio. Current members include major radio groups and independent station owners: ABC Radio (in Los Angeles and Minneapolis), Beasley Broadcast Group, Bonneville International, CBS Radio, Citadel Broadcasting, Clear Channel Radio, Cumulus, Emmis Communications, Entercom, Greater Media and independent owner Jerry Lee with WBEB Philadelphia. For more information on HD digital radio, visit www.hdradio.com.