San Diego Radio: KWFN Using MaxxCasting to Improve Signal

Entercom radio station KWFN 97.3 FM in San Diego has substantially improved its signal through the launch of a MaxxCasting™ system from GeoBroadcast Solutions.

The four-node single-frequency network (SFN), which represents the first commercially deployed HD Radio™ Single Frequency Network (HD SFN), extends clear FM and HD Radio coverage up and down the busy Interstate 15 and State Route 78 corridors. The improved signal also increases penetration with Nielsen PPM Portable People Meters (PPMs) to help broadcasters accurately measure audiences and set advertising rates.

This successful implementation of an HD SFN through MaxxCasting also demonstrates that geo-targeting for radio will work when the boosters are equipped with GeoBroadcast Solutions’ ZoneCasting™ technology. The FCC is currently considering a rule change petition that would permit radio broadcasters to air geo-targeted programming. ZoneCasting will eventually owe its success to MaxxCasting, the foundational architecture that is currently boosting FM and HD signals from the Boston market’s WXLO-FM to KWFN in San Diego.

“Providing a digitally clear, strong HD signal to the flagship station of the San Diego Padres serves the expanded listening audience and advertisers,” said Bill Hieatt, CTO of GeoBroadcast Solutions. “The MaxxCasting system now reaches listeners in previously underserved areas north of San Diego, including the cities of Escondido, Ramona, and San Marcos. The immediate results have been positive: KWFN saw a one-month ratings share increase from 1.8 to 2.5 post-launch.”

The San Diego market is very terrain-intensive, and signal penetration is limited due to the density of hills. Yet JR Rogers, Market Technical Operations Director, San Diego for Entercom noted that, “there is no question that commuter listening experience has improved, as the holes in the signal coverage have been greatly diminished.” He also sees potential for broader audience growth for key programs including, Ben & Woods, KWFN’s new morning Sports Talk show.

KWFN 97.3 FM (50 Kw)

“The community was previously served by a massive AM signal originating in Mexico,” said Rogers. “We especially wanted to provide the Padres and their fans as close to 100 percent coverage as possible. While high-power AM has a much broader coverage pattern, FM offers far superior sound. The MaxxCasting system will provide the community with higher quality game coverage, and better penetrate the entire market.”