FCC Approves ZoneCasting for FM Radio

The Federal Communications Commission (FCC) has unanimously approved a significant change that will impact FM radio stations in the United States. This decision allows radio stations to begin offering a service called “ZoneCasting”.

Let’s dive into the details:

ZoneCasting is a hyperlocal service developed by GeoBroadcast Solutions (GBS). It enables radio stations to split their signal during specific parts of an hour, offering localized content such as news, sports, traffic, and weather. Think of it as a way to tailor radio broadcasts to specific geographic areas within a station’s coverage.

How Does ZoneCasting Work? To make ZoneCasting function, FM booster stations (which are part of the radio infrastructure) must originate programming. This means that content specific to a particular zone can be delivered during those times. For example, during rush hour, a booster station could provide real-time traffic updates for a specific area.

Why Is This Significant? Historically, FM booster stations were not allowed to originate programming; they simply amplified the main station’s signal. With this FCC approval, radio stations can now voluntarily offer ZoneCasting, enhancing their ability to serve local communities.

Benefits of ZoneCasting:

• Hyperlocal Content: Stations can deliver content relevant to immediate communities and surroundings.
• Addressable Advertising: Marketers and media planners can target specific zones with tailored ads.
• Competing with Digital Platforms: ZoneCasting equips radio to compete with social media and other digital platforms by delivering targeted content.

What’s Next? While the FCC’s decision allows voluntary implementation, it’s a significant step forward for the broadcasting industry. ZoneCasting opens up new possibilities for personalized and community-centric radio. BIA Capital Strategies founder/CEO, Tom Buono, called this ruling “a milestone achievement.”

GeoBroadcast Solutions (GBS), a pioneer in developing technology that facilitates this capability, has been instrumental in pushing for these changes. The technology designed by GBS allows FM broadcasters to offer geo-targeted content without causing harmful co-channel interference, a concern that had previously been raised. The FCC's decision opens up new avenues for FM broadcasters to connect with their audiences on a more personal and community-centric level, mirroring the targeted content delivery capabilities of digital, TV and print media.

This rule change is timely, addressing challenges faced by the radio industry, such as declining advertising revenues and a competitive digital landscape. By adopting GBS's ZoneCasting technology, FM broadcasters can now attract advertisers looking to place hyper-local ads, potentially revitalizing the medium and introducing new revenue opportunities. The approval has been met with mixed reactions; while many see it as a step forward for localism, diversity, and competition, concerns about possible technical issues like co-channel interference and its impact on Emergency Alert Systems (EAS) and digital broadcasts were also voiced.