First Zonecasting Applications Filed With FCC

GeoBroadcast Solutions (GBS), led by Chris Devine, has recently disclosed the initial group of broadcasters who have submitted applications to the Federal Communications Commission (FCC). These applicants are seeking regulatory approval to initiate program origination on a limited basis from an FM booster, which serves as the essential component for GBS’s innovative “ZoneCasting” radio product.

Among the first applicants:

• Urban WRBJ-FM (97.7) in Jackson, MS, owned by Roberts Broadcasting. The station will utilize ZoneCasting to offer more affordable advertising rates to smaller, minority-owned businesses and provide targeted content for Jackson State University.
• Country KLCY-FM (105.5) in Vernal, UT, owned by Ashley Communications, serving Northeastern Utah, including a large Ute Reservation, plans to use ZoneCasting to deliver content specific to the reservation, supported by strong community interest and funding from Ute leadership.
• KADD-FM (93.5) in Las Vegas, operated by Radio Activo, will target high-density Hispanic areas in both Las Vegas and Washington County, UT, addressing the unique needs of Spanish-speaking audiences across state lines and time zones.
• Evans Broadcast's KKFT-FM (99.1) and KRFN-FM (100.9) in Reno, NV, will create targeted content zones for Carson City and Lake Tahoe, focusing on the distinct needs of Nevada's capital and the vacation destination community.

ZoneCasting represents an intriguing advancement in radio broadcasting. Here’s what you need to know:

ZoneCasting is a technology that enables broadcasters to deliver targeted content to specific geographic areas within their coverage zone. By leveraging FM boosters strategically placed throughout the coverage area, broadcasters can tailor content to local neighborhoods, enhancing relevance and engagement.

The FCC’s Approval and Concerns: The FCC’s green light for ZoneCasting has sparked both interest and apprehension. The National Association of Broadcasters (NAB) has expressed significant concerns about potential disruptions associated with this new approach.

The Lynch-Pin: FM Boosters: FM boosters play a crucial role in ZoneCasting. These boosters amplify signals and allow broadcasters to target specific neighborhoods or even individual streets. The ability to originate content from these boosters opens up exciting possibilities for localized programming.