Join IEEE’s Broadcast Technology Society’s webinar on November 19, 2024, at 2pm EST to learn more about the technology and business opportunities with FM boosters’ new regulations allowing over-the-air geotargeting. Click here to register for this complimentary webinar.
The FCC approved the use of fully synchronized FM boosters to originate content allowing local radio stations to offer over-the-air geotargeted news, ads, traffic, weather, and other programming to specific zones served by these boosters.
As FCC chairwoman Jessica Rosenworcel put it, “We’re enabling customized content for FM radio audiences. By using booster stations to air programming differently from their primary station, FM broadcasters can now deliver customized content to specific parts of their service areas. In April 2024, the Commission authorized FM broadcasters to use boosters to originate this so-called “geo-targeted” content on an experimental basis. We will consider rules to enable this tailored content on a more permanent basis.” This action is on the agenda for the FCC’s November 21, 2024, meeting.
MaxxCasting enables fully synchronized FM boosters, while ZoneCasting allows boosters to originate content.
Here’s an example of how it works. In the San Francisco-San Jose market areas, KSJO-FM, a ZoneCasting station, used this technology under FCC experimental authorization to create two zones: San Francisco/South Bay and East Bay. Zoned content included traffic, commercials and community info were geotargeted including traffic reports, PSAs, and ads by Jack in the Box. Jack in the Box was able to run geotargeted spots for each zone using different creative.
Now for smaller businesses not needing or not being able to afford the station’s full market reach, were able to buy just the coverage where their customers lived or worked. For example, businesses could run spots in just the East Bay and not pay for coverage in San Francisco where they might not have any customers.
From a revenue perspective, this means that radio stations can now sell geotargeted over-the-air ads, just like they do with their digital offers including websites and mobile apps. At a commercial break, zoned commercials can run simultaneously allowing stations to increase billings. With FCC approval, stations are already using ZoneCasting to expand across markets.
Webinar Details
We’ll discuss the business model, revenue growth, and real-world examples of these technologies on the IEEE webinar with GeoBroadcast Solutions. A Q&A will follow the presentation.
Register here and see how ZoneCasting and MaxxCasting may enhance your station’s reach and revenue.
