FCC Circulates Order Allowing Geo-Targeted Radio Content

RADIO ONLINE | Wednesday, January 31, 2024

Federal Communications Commission

FCC Chairwoman Jessica Rosenworcel circulated an order and further notice of proposed rulemaking on Wednesday that would allow FM broadcasters to air geo-targeted content for a limited period of time during the broadcast hour. A joint statement from Commissioners Geoffrey Starks and Brendan Carr, advocated the move as a significant advancement in FM broadcasting technology.

In a statement, Commissioners Carr and Starks said, "As Commissioners on the FCC, we have consistently stood up for policies that drive innovation and support small businesses. We strongly believe that radio deserves to benefit from the same path of progress. For broadcasters, listeners, and businesses that rely on the airwaves to reach their audience -- not to mention public safety -- radio is too important to leave behind as other services continue to pioneer.

"That's why we support allowing geo-targeted content on the FM dial. In 2020, in a unanimous and bipartisan vote, the FCC proposed to revise its rules to permit broadcasters to originate a limited amount of geo-targeted content from FM booster stations. Since we released that unanimous proposal, small and independent broadcasters have repeatedly told us that geo-targeting could be a gamechanger.

"They've said the technology could help them stay relevant, and in some cases stay in business, by allowing them to offer hyper-localized content over radio -- just as television broadcasters are beginning to do with NextGenTV. We've also heard that geo-targeting could lift small businesses and community organizations by helping them reach a targeted audience more cost effectively, thereby reducing barriers to the Nation's airwaves and connecting listeners to the content that matters to them the most."

The agency's proposal to allow FM broadcasters to air geo-targeted programming advances what the U.S. Black Chamber of Commerce calls "a pivotal order" and "a significant step forward in modernizing radio broadcasting.

"This is a needed boost for the broadcasting industry, especially for small and medium-sized broadcasters, many of whom are African American-owned," said U.S. Black Chambers President and CEO Ron Busby. "Geotargeting will not only enhance the ability to reach specific audiences but also bolster the economic vitality of these stations. This aligns seamlessly with our ongoing dedication to the progress of Black business and community advancement. We are immensely grateful to the FCC for recognizing and acting upon this essential need."

National Association of Black Owned Broadcasters (NABOB) President Jim Winston commented, "Radio broadcasting has been in dire need of revitalization, and with the FCC's foresighted decision, that time is now. Geotargeting technology is not just about modernization; it's about survival and growth. It's a tool that can rejuvenate a declining sector while also propelling forward the FCC's vision of promoting minority broadcasting.

"Our communities and businesses stand to gain immensely from this development, and we applaud the FCC for their timely and critical action." The USBC believes that this rule change is a game-changer for the industry, offering new opportunities for targeted advertising and community engagement, crucial for the growth and sustainability of Blackowned broadcasting businesses. The USBC eagerly awaits more detailed information on this development, mindful that the finer details are crucial and often reveal complexities not immediately apparent."

In a joint statement from Core Communicators Broadcasting President & CEO Steve Hedgwood, JAM Media Solutions Founder and CEO Jonathan A. Mason Sr. and Roberts Broadcasting Company founder Steve Roberts said, "We are so very pleased to see that the FCC will finally authorize FM broadcasters to geotarget their audiences. While we look forward to learning more of the details, we are grateful for the leadership of Commissioners Starks and Carr, as well as Chairwoman Rosenworcel, in moving forward."