Sheila Brown's WUFO/Buffalo Supports GeoTargeting

RADIO ONLINE | Monday, August 29, 2022

GeoBroadcast Solutions

Vision Multi Media Group LLC CEO and principal owner Sheila Brown -- the first African-American female to own a radio station in Buffalo, NY (WUFO-AM and Power 96.5 WNY) -- has sent a letter to FCC Chairwoman Jessica Rosenworcel supporting the proposed rule change to air geo-targeted programming for a small portion of the broadcast hour. She urged her to, "...expeditiously place this important proposal on the agenda."

"In my opinion, the proposed rule change will give an important option to local radio operators seeking to compete more effectively for advertising to better serve their listeners... and will give station owners an opportunity to innovate," said Brown. "For listeners, it is an opportunity to receive hyper-local alerts, traffic, weather and ads. For local advertisers, it is an opportunity to reach customers more effectively."

"As a minority, I firmly believe that, with respect to the economic benefit to minority advertisers and advertisers in general, who currently are financially prohibited from taking advantage of the radio medium, a geotargeted market would financially open the radio medium to otherwise precluded advertisers. This would benefit both the advertiser and radio station owners," added Brown.

In March, 2020 GeoBroadcast Solutions asked the FCC to revise its rules so the broadcast radio industry could choose, on a voluntary basis, to deploy new technology to compete and recover lost revenue by airing geo-targeted programming, including emergency alerts, news and advertising. The proposed rule change relates solely to FM boosters and requested no changes to the FCC's rules regarding translators or interference.