FCC Commissioner Starks Visits Las Vegas Stations

RADIO ONLINE | Friday, October 11, 2024

FCC Commissioner Starks visits stations in Las Vegas

FCC Commissioner Geoffrey Starks visited KADD and KXLI in Las Vegas on Tuesday to observe the implementation of MaxxCasting and ZoneCasting technologies. These advancements are designed to enhance localized broadcasting and were approved earlier this year by the FCC.

During his visit, Commissioner Starks praised KADD for embracing the technologies that offer opportunities to deliver community-specific content, particularly benefiting minority communities. He highlighted the importance of ZoneCasting technology in allowing broadcasters to cater to different geographical areas with tailored content and advertising, noting its potential to serve underserved communities.

At KADD, Commissioner Starks was briefed on how ZoneCasting will allow the station to divide its broadcast area into distinct zones, each capable of receiving unique programming. For example, the main Las Vegas zone, supported by three signal boosters, will provide content specific to the city, while St. George, Utah, will operate as another zone with its own four boosters, delivering localized content without relying on the main Las Vegas signal.

This new capability allows KADD to broadcast specialized content across state lines, time zones, and even in different languages -- creating opportunities to better engage diverse audiences and generate additional revenue.

A key part of the demonstration included a driving tour of Las Vegas to observe seamless handoffs between three antenna sources within the city's zone, showcasing MaxxCasting technology. These handoffs contribute to an expanded signal reach, with a reported 289.5% increase in car stereo signal strength and a 132.8% improvement in in-building reception.

Radio Activo Broadcasting Program Director and air talent Fabian Saldivar expressed enthusiasm about the benefits of ZoneCasting. "The overall increase in market coverage will allow our stations to better serve the growing Latino community of Southern Nevada," he said. "The ability to target specific zones gives us a competitive edge, enabling us to reach underserved areas and tailor our marketing strategies to meet the unique needs of each community."

One of the most promising outcomes of this technology is the station's ability to deliver Spanish-language content to St. George, Utah -- a community that previously had no access to such programming. By customizing content for different zones, KADD aims to strengthen connections with diverse communities while opening new revenue streams through targeted advertising.