GeoBroadcast Solutions Commends FCC Approval of Rule Change Allowing FM Broadcasters to Offer Localized Content, a Strategic Advancement for FM Radio Broadcasting
CHICAGO, April 2, 2024 – GeoBroadcast Solutions (GBS) commends today’s decision by the Federal Communications Commission (FCC) to approve a rule change that allows FM broadcasters to use boosters to originate programming for a part of each broadcaster hour. This rule change will enable FM broadcasters to deliver hyper-local content for the first time in the 100-hundred-year history of the industry. Broadcasters that seek to maximize booster coverage and the audience experience can use ZoneCasting™ technology among others to better serve their local community. This approval signifies a pivotal advancement for the broadcasting industry, introducing a new chapter of targeted and community-centric radio broadcasting.
The FCC’s rule change will enable FM radio stations to use signal boosters to deliver geo-targeted content, such as local news, weather, traffic updates, and hyper-local advertisements, to specific areas within their broadcast range. This breakthrough paves the way for broadcasters to engage with their listeners on a more personal level, offering content that is relevant to their immediate communities and surroundings.
"This milestone achievement finally elevates radio to stand shoulder to shoulder with TV, cable, print, and digital platforms, putting it on equal footing with other major media channels,” said Tom Buono, Founder and CEO of BIA Capital Strategies. “By embracing this technology, the radio industry strides confidently into the 21st Century, equipped to compete with social media and other platforms in delivering targeted content. This is a transformative moment that acknowledges radio's enduring value and its potential for innovation and connection in today's digital age."
This rule change comes at a crucial time when the radio industry has faced challenges, including declining ad revenue and increasing bankruptcies. By enabling geo-targeting, FM radio is now equipped to attract advertisers seeking to place hyper-local ads, revitalizing the medium and offering new revenue opportunities.
The FCC rule change will enable FM broadcasters to deploy technologies such as ZoneCasting to transform radio broadcasting into a more targeted, efficient, and relevant medium for listeners and advertisers alike. GBS looks forward to supporting broadcasters as they implement this technology and to witnessing the positive changes it will bring to radio landscapes across the nation.
GeoBroadcast Solutions extends gratitude to all supporters of this groundbreaking advancement, particularly highlighting the smaller and independent broadcasters, and organizations like Educational Media Foundation, which holds the largest number of FM licenses in the U.S.
“EMF’s comprehensive comments on our proposal have been crucial,” stated a spokesperson for GBS. "We are deeply appreciative of their participation and the collective dedication to innovation within the broadcasting industry, demonstrating the united effort to propel our sector forward."
“We commend the leadership of Commissioners Geoffrey Starks, Brendan Carr, Chairwoman Rosenworcel, and the broad community of industry leaders, civil rights groups, and broadcasters who championed this issue and saw its potential to empower broadcasters to better serve their communities,” said a GBS spokesperson.
In addition to adopting the rule change described above, the FCC identified some implementation issues that need to be addressed in a further rulemaking proceeding. GeoBroadcast Solutions looks forward to working with the agency to resolve these related issues in an expedited manner.
For more information, please visit https://www.geobroadcastsolutions.com/.
Partner Statements
Steve Roberts, Founder of Roberts Broadcasting Company and member of the FCC Equity and Diversity Council: "Today marks a monumental victory for small- and minority-owned FM radio stations, as the FCC unanimously votes to embrace the future through the modernization of rules allowing us to geotarget our audiences. Our heartfelt thanks go out to Commissioners Starks and Carr, and Chairwoman Rosenworcel, for their visionary leadership and unwavering support on this groundbreaking issue."
Ron Busby, President, US Black Chambers: "The US Black Chambers applauds Commissioners Rosenworcel, Starks, and Carr for pioneering a rule change that opens a new horizon for FM radio boosters and content origination. This change addresses a longstanding barrier for local black-owned businesses across America, many of whom are the backbone of our membership, by enabling precise geotargeting for their advertisements. The FCC's decisive action heralds a promising era of collaboration between the USBC and FM radio platforms."
Rob Neal, CEO of International Black Broadcasters Association (IBBA): "Back in January, I called upon the FCC to take a bold step towards enabling hyper-local content on FM radio. Today, I am thrilled to witness the FCC responding with action. Immense gratitude to Chairwoman Rosenworcel, Commissioner Starks, and Commissioner Carr for making this pivotal moment a reality. Their dedication has opened a new chapter for diversity in FM radio ownership, making today a significant milestone."
Steve Hegwood, President & CEO of Core Communicators Broadcasting LLC: "At Core Communicators, we've always prided ourselves on delivering rich, local content to our urban format listeners. The FCC's latest move to allow for precise geotargeting transforms how we connect with our audience, enabling us to tailor civic events, public health updates, and local news with precision. We're beyond excited to leverage this innovation for the benefit of our listeners."
Dr. Ben Chavis, Media Personality, Educator, and Community Leader: "This landmark decision by the FCC to enable geotargeting capabilities for FM radio broadcasters is a transformative moment for the media landscape, particularly for those of us committed to advancing the voices and concerns of minority communities. It's more than a technological advancement; it's a gateway to greater equity and representation in broadcasting. I extend my deepest appreciation to Chairwoman Rosenworcel, Commissioners Starks, and Carr for their foresight and commitment to inclusivity. This move not only catapults radio into the digital age but also ensures it remains a vital tool for social justice and community empowerment."
Jonathan Mason, Founder and CEO at JAMJACKJR Enterprises, LLC: "The FCC's recent approval of geotargeting for FM radio is a game-changer for the industry and a monumental step forward for broadcasters like JAM Media Solutions. This innovative approach allows us to deliver content that resonates deeply with local communities, enhancing our ability to serve our listeners with greater relevance and precision. We at JAM Media Solutions are eager to implement geotargeting, confident in its potential to redefine the listening experience and strengthen the bond between radio stations and their communities."
Mark Lieberman, former CEO and Chairman at Viamedia: “The FCC’s approval of geotargeting enables radio to finally participate alongside other media — TV, digital and billboards — in providing local advertising solutions. This will boost ad revenues for radio broadcasters which have for too long been left off cross media buys as well as provide a more engaging listening experience for listeners which would often switch away during commercial breaks.”
About GeoBroadcast Solutions LLC
GeoBroadcast Solutions is the developer of MaxxCasting,™ a patented technology that enables FM broadcasters to enhance their signals with the deployment of a strategically located cluster of low to the ground, highly directionalized synchronized booster sites. MaxxCasting allows broadcasters to reach a broader portion of their service area, and it supports the accurate decoding of audience measurement. Building on its experience with MaxxCasting,™ GBS also developed ZoneCasting,™ a technology that enables FM broadcasters to originate content for a limited part of each broadcast hour and deliver that localized content to a specific “zone” created by the directionalized synchronized boosters. Additional information is available at geobroadcastsolutions.com.
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