The Chris Devine-created and led GeoBroadcast Solutions (GBS) has revealed who the first wave of broadcasters are who have filed applications with the FCC seeking its regulatory approval to begin program origination on a limited basis from an FM booster — the lynch-pin to its “ZoneCasting” radio product.
And, GBS was quick to point out how multicultural broadcasters are among the first to put “ZoneCasting” to work in a bid to “better serve their unique audiences with localized news, emergency alerts, public service announcements, and advertisements.”
That said, the biggest appeal for marketers and media planners of ZoneCasting is that it offers the closest thing to addressable advertising available on the broadcast radio dial.
To little surprise, the inaugural applicants include key beta test facility WRBJ-FM 97.7. The station serves the Jackson, Miss., market with a R&B format on a rim-shot signal from a suburb to the southeast. The Roberts Broadcasting station intends to use ZoneCasting “to offer affordable advertising rates to smaller, minority-owned businesses and provide targeted content for Jackson State University.”
Roberts Broadcasting Founder Steve Roberts commented, “ZoneCasting has already proven successful for WRBJ-FM during our testing phase, significantly enhancing our ability to serve the Jackson community with localized content. 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.”
Meanwhile, Radio Activo-operated KADD-FM 93.5 in Logandale, Nev., also submitted paperwork with the Commission seeking its OK to use ZoneCasting to better serve the Las Vegas market. The station, owned by Eric Palacios, serves Spanish-language consumers in Southern Nevada and in St. George, Utah.
Furthermore, Ashley Communications’ KLCY-FM 105.5 in Vernal, Utah, plans to use ZoneCasting to deliver content specific to the Ute reservation of Native Americans.
Lastly, Evans Broadcast’s KKFT-FM 99.1 in Gardnerville-Minden, Nev. and KRFN-FM 100.9 in Sparks, Nev., are poised to create targeted content zones for Carson City and Lake Tahoe, Nev., through ZoneCasting use.
