Broadcasters File Apps for Geo-Targeting Technology

RADIO ONLINE | Friday, May 31, 2024 | 3:43pm CT

GeoBroadcast Solutions (GBS)

GeoBroadcast Solutions (GBS) says the first wave of broadcasters are filing applications to implement its geo-targeting technology, following the FCC's recent approval of program origination via FM and low power transmitters. The initial group of launch stations showcases ZoneCasting, illustrating its potential to serve varied markets, including Spanish-language stations, African American-owned stations and stations in diverse geographical locations.

Among the first applicants is 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.

"ZoneCasting has already proven successful for WRBJ-FM during our testing phase, significantly enhancing our ability to serve the Jackson community with localized content," said Roberts Broadcasting Founder Steve Roberts. "With full FCC approval now in place, we are eager to roll out this innovative technology on a larger scale. It will allow us to provide more targeted and relevant programming, while also creating new advertising opportunities for local businesses. This is a pivotal moment for our station and for the future of broadcasting."

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.

Additionally, 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.

Finally, 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.

"The technology allows broadcasters to deliver more relevant and localized content, providing better service to their communities and opening up new advertising opportunities," said a GBS spokesperson. "We are eager to witness the positive impact ZoneCasting will have as it rolls out across these varied markets."