At the end of January 2024, some 15 months after a variety of industry stakeholders and Members of Congress implored the agency not to move forward, the FCC under the leadership of Chairwoman Jessica Rosenworcel nevertheless circulated and order and Further Notice of Proposed Rulemaking that would allow program origination during select period of a given broadcast hour on a FM booster.
This is the lynchpin to GeoBroadcast Solutions’ “ZoneCasting” technology, a way some proponents believe they can capitalize on marketers’ addressable advertising needs in the modern world. Among the supporters is the owner of a Jackson, Miss., FM that has been one of two key test sites for “ZoneCasting.”
Rosenworcel paid a visit to that station and its staff late last week.
With her appearance at WRBJ-FM 97.7, a station superserving the African American community in Mississippi’s largest metropolitan area, some may say she’s lobbying her colleagues to say yes to the now-revived plan, which lay dormant while the Biden Administration sought to seat a third and deciding Democratic vote-maker on the FCC.
With Anna Gómez now alongside Rosenworcel and Geoffrey Starks, the stage appears set for what could easily be a 4-1 vote in favor of ZoneCasting, should Republican Brendan Carr vote “yes” — a possibility. An unanimous vote would be more difficult, as Republican Nate Simington has picked up the torch for deregulation for radio from Mike O’Rielly and may not be willing to support the GBS petition for rulemaking.
WRBJ, owned by Roberts Broadcasting and its head, Steve Roberts, used Rosenworcel’s visit to push how the Commission is committed “to harnessing innovative technologies to bridge the digital divide.” WRBJ added that Rosenworcel’s visit was an event “marking a significant milestone for broadcasting innovation and community connectivity.”
As Roberts Broadcasting sees it, ZoneCasting can help it better serve minority communities such as Jackson’s Black population and “foster affordable connectivity” at the same time.
WRBJ in 2022, along with “Bollywood”-focused KSJO-FM 92.3 in San Jose, was selected for a FCC-authorized pilot to test ZoneCasting. As previously reported, Commission approval is needed for it to work, as three minutes of programming (i.e. commercials, traffic reports or information updates) will come from an FM booster, thus narrowing the range of what technologically is a broadcast signal.
To Roberts, “The testing at WRBJ demonstrated the technology’s potential to not only extend coverage in areas with traditionally weak signals but also to enhance the station’s ratings through geo-targeted programming.”
Jackson, Ms., the No. 127-ranked market by Nielsen Audio, is the home of radio stations largely targeting Blacks owned by Alpha Media and iHeartMedia. Roberts Radio is not a subscriber to Nielsen Audio and, as such, WRBJ does not appear in the ratings. That’s not to say WRBJ has few listeners.
“This innovation has proven beneficial for hundreds of thousands of listeners, offering them content tailored to their immediate environment without causing interference,” Roberts said.
Addressing iHeartMedia and Alpha Media indirectly, he added, “For years, we faced challenges competing with larger broadcast groups. During the testing, the technology not only improved our market coverage and revenue but also allowed us to support small businesses in our community by making advertising options more accessible and affordable.”
WRBJ is licensed to Brandon, Miss., and with a 6kw Class A signal cannot clearly reach the western portion of the Jackson area without booster technology. Programming includes syndicated fare such as the Rickey Smiley Morning Show, and The D.L. Hughley Show in addition to locally based offerings.
“As the FCC continues to push for advancements in broadcasting technology, the success stories from WRBJ Radio stand as a testament to what the future of radio could hold for minority groups and underserved communities across the nation,” Roberts added. “We are grateful for the Chairwoman’s visit and support in progressing innovative technologies to meet the diverse needs of our communities.”
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