Reuters reports that in the coming weeks, high-definition radio backers will launch the second phase of a major promotional campaign to increase awareness of the new radio format.

Only 6% of the country’s 13,000 radio stations broadcast in HD. Most broadcasters are waiting for more HD receivers to become available. To date, only 100,000 units are in the market and none for less than $300.

The HD Radio Alliance, an organization consisting of the nation’s largest radio broadcasters, is conducting a $200 million “Got Milk?”-style awareness campaign for HD radio on members’ respective stations, which president/CEO Peter Ferrara will support via a media roadshow next month.

More than 500,000 HD receivers are expected to reach retail shelves by the holiday season, according to Pat Walsh, CFO for iBiquity, the primary provider of HD radio technology.

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