Actual - Communications

One of the criticisms that has been levied against conventional – or terrestrial – radio is that so many of today's stations have mandate

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

d playlists and just keep playing the same music over and over. Plus, many listeners say there are just too many darn commercials.

Well,

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

D Radio is about to fix that.

HD Radio or digital radio makes it possible for a station to broadcast several different signals on the sam

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

e frequency. This technology is called multicsting. In multicasting, there is the main signal, just like you're hearing now on your favori

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

e station, plus up to four subchannels or, as they are commonly called, HD2 channels.

A number of stations broadcasting HD Radio are alre

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

dy experimenting with HD2 channels.

For example, there are some interesting things happening in Chicago which has about 15 HD2 channels.

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

Some of the stations like WLUP, have elected to just extend its current format with classic rock on its regular station and and hard rock

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

on its HD2 channel.

Others are trying to increase their listening audience with some very different formats. WLIT which has adult contemp

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

orary on its main channel and disco on its HD2 outlet. WOJO has gone an entirely different direction with its two channels broadcasting r

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

ggaeton and Latin American dancehall.

Some of the other HD2 channels in Chicago are WKSC'103.5's "Gay Pride Radio;" WGCI 107.5's Old Scho

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

l Hip Hop; WUSN 99.5's Future Country; and WBBM 96.3's all-dance music format.

In addition, Cox Broadcasting has launched seven high-defi

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

nition subchannels (HD2 channels). These subchannels can be heard on the company's stations in Atlanta and Tampa.

In Atlanta, WSB-FM, an

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

dult Contemporary station, will broadcast a new Soft Standards HD2 sub-channel; WBTS-FM, a Rhythmic Top 40 station, will broadcast a Pop T

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

op 40 HD2 sub-channel; WALR-FM, an Urban Adult station, will broadcast an Adult Hip Hop HD2 sub-channel; and WSRV-FM, a Classic Hits stati

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

n, will simulcast Cox Radio's AM750 News/Talk format on its HD2 sub- channel.

In Tampa, WSUN-FM, an Alternative Rock station, will broadc

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

st an All Grunge Rock HD2 sub-channel; WPOI-FM, an 80's Hits station, will broadcast a Modern Adult HD2 sub-channel; and WWRM-FM, an Adult

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

Contemporary station, will broadcast a Contemporary Christian HD2 sub-channel.

And look, Ma. No commercials!

Just as important,

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

hese HD2 channels are commercial free. In fact, the nation's broadcasters have pledged to keep HD2 channels commercial-free at least throu

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

gh 2007.

From what we have heard this is both good news and bad news. The good news is obvious – no annoying commercials. The bad news is

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

that some of the HD2 channels are just one song after another with no announcer at all. We suppose this could get a bit boring after a bit

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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