GBS Sees Expanded Adoption of ZoneCasting Technology

RADIO ONLINE | Monday, August 26, 2024 | 6:23pm CT

GeoBroadcast Solutions (GBS)

GeoBroadcast Solutions (GBS) announced Monday that four additional broadcasters have filed applications with the FCC to deploy ZoneCasting technology. This move underscores growing interest in the technology, which allows for hyper-local content delivery through geo-targeted programming and advertising.

The applications come in the wake of the FCC's new Program Origination via FM Broadcast Booster Stations rules, which took effect on May 16. These rules enable broadcasters to offer geo-targeted programming and advertising in specific areas within their coverage zones, marking a significant shift in traditional radio broadcasting practices.

The latest stations to apply for ZoneCasting include:

WKTT 97.5 Salisbury, Ocean City, MD: Known for its "Everything Urban" format, WKTT plans to use geo-targeting technology to tailor content for the Princess Anne community, where nearly 80% of the population is African American. Ron Banks, Morning Personality and Owner of RoJo Broadcasting, emphasized the station's intent to offer customized ads, particularly for members of the United States Black Chamber of Commerce.

KPKL 107.1 Spokane, WA: Owner Bob Anthony Fogal expressed enthusiasm for the hybrid MaxxCasting and ZoneCasting system that will enhance KPKL's coverage and targeting capabilities. Fogal sees this as a way to compete more effectively with larger multi-station clusters in the area, particularly with the station's KOOL Oldies format.

WEIB 106.3 Springfield, MA: Carol Cutting, CEO of Cutting Edge Broadcasting, plans to use ZoneCasting to offer affordable, targeted advertising for local businesses, especially those associated with the US Black Chamber in the Springfield area. Cutting highlighted the technology's potential to deliver more relevant content to the community while providing cost-effective advertising options.

KAFF Flagstaff, AZ: KAFF aims to leverage the technology to provide geo-targeted content for the Sedona, AZ area, with a focus on better serving the Native American community. Roger Anderson, owner of KAFF through Flagstaff Radio, noted the importance of bringing relevant content to Sedona and amplifying Native American voices.

With these four new applications, ZoneCasting technology is now being adopted by 12 stations in 9 markets across the United States. A GBS spokesperson praised the stations adopting the technology, emphasizing its potential to deliver more relevant content and create new revenue opportunities for local businesses.