U.S. Radio Begins to Explore FM Geotargeting

What should we expect, now that the first stations have applied?

BY RANDY J. STINE

PUBLISHED: JUNE 23, 2024

The FCC’s decision to allow program origination on FM boosters for a few minutes of geo-targeting every hour could have a significant impact on programming and sales strategies for some broadcasters, according to industry watchers. 

The commission has yet to develop the final rules, but for now broadcasters can deploy the strategy under one-year, renewable experimental authorizations. 

The technology’s proponent, GeoBroadcast Solutions, says FM stations can use its ZoneCasting system to deliver highly targeted news, weather, traffic, advertising and public service information.

In June, GBS announced that several broadcasters had filed applications.

WRBJ-FM in Jackson, Miss., is an urban format station owned by Roberts Broadcasting that participated in testing the technology. “The station will utilize ZoneCasting to offer affordable advertising rates to smaller, minority-owned businesses and provide targeted content for Jackson State University,” GBS wrote. 

Additional story at: 

https://www.radioworld.com/news-and-business/headlines/u-s-radio-begins-to-explore-fm-geotargeting?utm_term=A8208372-8B15-4B60-A12B-B5B02339D50A&lrh=5fe29bca13dc3e17fdcf1cf80df5f0574faf550d6593cce4d12e8d4836f3656a&utm_campaign=0028F35E-226C-4B60-AC88-AB2831C8A639&utm_medium=email&utm_content=5BD7F556-2C24-42D0-8C73-267D2C95D668&utm_source=SmartBrief

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