When radio stations license a frequency, they don’t just get that frequency. Instead they get a band around the primary frequency. This was originally intended to prevent interference between different stations. However, the stations don’t need the entire band that they have to broadcast the audio signal, and so they use a technology called Radio Data System (RDS) in Europe or Radio Broadcast Data System (RBDS) in the U.S. to transmit additional information on a small portion of their licensed band.
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