While some HD Radio FMs struggle with the additional cost of programming their multicast channels with music formats, others are coming up with innovative sports radio content at low/no cost.

In Pittsburgh, the Penguins NHL franchise has found a full-time radio home on WXDX FM's HD 2 channel. Described as a joint effort by the team and their Clear Channel-owned flagship station, the new daily program stream will start with "Daily Players' Playlist," from 9 - 9:30 a.m., featuring Penguins' players favorite songs, followed by "Penguins Live" until noon each weekday during the season. "NHL Live" from New York will fill the noon to 2 p.m. slot, when radio sports personality Mark Madden finishes up with a hour of exclusive Penguins and NHL-themed content until 3 p.m. The 6-hour-long block will repeat twice each day, and the new product will also stream on the Web.

Meanwhile, Entercom's WWL FM in New Orleans is leveraging both its analog and HD 1 program channels to offer die-hard Saints football fans three choices of delay time on game broadcasts originating from sister station and NFL flagship WWL-AM. The choice of delay includes: