Geotargeted Radio Order Circulated; Starks and Carr Endorse
FCC Chairwoman Jessica Rosenworcel circulated a draft order and further notice that would allow FM broadcasters to air geotargeted radio “for a limited period of time during the broadcast hour,” according to a joint statement from Commissioners Brendan Carr and…
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Geoffrey Starks endorsing the item. “If radio entrepreneurs want to test new business models and deploy new technologies, the FCC’s rules shouldn’t stand in the way,” said the statement, which thanks Rosenworcel for moving the proceeding to an order. The item stems from a 2020 NPRM that followed a petition from geotargeted radio company GeoBroadcast Solutions. The company’s ZoneCasting tech uses multiple synchronized FM boosters to transmit targeted signals that FM receivers pick up as being a single signal. The tech also requires a change to FCC rules barring boosters from originating content to operate. It's expected stations using the technology would mainly broadcast a single stream of content but briefly shift certain zones to geotargeted, specialized content multiple times daily: usually for localized commercials. GBS has said it could be used for localized weather and emergency alerts as well. NAB and large broadcasters such as iHeart have vigorously opposed the technology, saying it will reduce ad rates, interfere with other stations and affect the FM noise floor. In 2022, NAB filed ex parte letters (see 2209230070) with the FCC accusing GBS founder Chris Devine of “fraudulent and deceitful conduct.” NAB declined to comment Wednesday. Smaller broadcasters and groups such as the Multicultural Media Telecom and the Internet Association have largely supported the proposal, although the National Association of Black Owned Broadcasters in 2022 voted to discontinue its support. Last year, NABOB was acquired by the U.S. Black Chambers, which has since endorsed the GBS proposal (see 2311030068."Geotargeting technology is not just about modernization; it's about survival and growth," said NABOB President Jim Winston in a UBC release Wednesday. "It's a tool that can rejuvenate a declining sector while also propelling forward the FCC’s vision of promoting minority broadcasting." “Small and independent broadcasters have repeatedly told us that geo-targeting could be a gamechanger,” said Starks and Carr in the joint statement. "It is a great day for radio innovators and a possible salvation for so many facing new levels of competition, said MMTC President Robert Branson in an email. "Importantly, the new service is another way for radio broadcasters to truly serve their local market."