Castings Blog – GEO Broadcast Solutions

GeoBroadcast Solutions, the developer behind ZoneCasting, is asking the Federal Communications Commission (FCC) to finalize its rules allowing radio broadcasters to originate limited programming on FM boosters. The FCC gave unanimous approval to the technology in April, capping local content at three minutes per hour and requiring boosters to handle emergency alerts like the primary station.

In new comments filed in response to the FCC’s Further Notice of Proposed Rulemaking, GBS says the record is complete and can resolve any remaining issues. The company also asks the FCC to consider flexibility in synchronization requirements and expand the hourly time limit.

GBS also addressed concerns around emergency alerting and political advertising, arguing that no new emergency alert system rules are needed and that localized boosters can actually enhance the delivery of hyper-local news and urgent information to communities. GBS further contends that political ads aired on boosters should follow existing equal access and pricing rules, treating these boosters as separate facilities for those purposes. Overall, the company emphasized that hyper-local programming made possible by ZoneCasting will help small businesses reach specific audiences and better serve underserved and minority communities.

So far, five broadcasters have filed for 21 new boosters, including in Seattle, Las Vegas, Fort Duchesne (UT), Nevada, and Mississippi, with more expected to follow.

Bustos Media Brings Geo-Targeted Radio to Seattle

Bustos Media Holdings is taking a major step toward modernizing broadcast radio by applying to implement ZoneCasting technology from GeoBroadcast Solutions (GBS) for its Seattle-area stations. If approved, this would enable localized content and advertising in Hispanic communities in the area.

“We fully support the option for stations to voluntarily adopt geo-targeting technology,” said President and CEO Amador Bustos. “This will allow us to better serve our diverse Hispanic communities in distant embedded markets within the greater Seattle metro.”

A GBS spokesperson noted that “with the implementation of ZoneCasting, the Bustos Media stations will achieve a similar level of geo-targeting that has long been available with digital and streaming services, enhancing their competitiveness in the advertising landscape.”