FCC Commissioner Starks Reviews ZoneCasting and MaxxCasting in Las Vegas
FCC Commissioner Geoffrey Starks visited Las Vegas to observe how GeoBroadcast Solutions’ ZoneCasting and MaxxCasting technologies are being implemented by Radio Activo Broadcasting. These innovations are designed to help multicultural broadcasters expand reach, improve signal coverage, and deliver hyper-localized content.
Radio Activo Broadcasting, which operates KADD-FM 93.5 and KXLI-FM 94.5, is testing these technologies to overcome terrain challenges and better serve both Southern Nevada and Southwestern Utah. Under new FCC rules approved in April, licensed FM stations can apply for experimental authority to broadcast localized content on boosters, with restrictions of up to three minutes per hour.
ZoneCasting allows stations to create different content “zones” using booster signals. For example, KADD will use its main signal to cover Las Vegas, while three boosters will deliver hyper-local programming, and four more boosters will target St. George, Utah.
MaxxCasting improves signal coverage in difficult terrain, helping fringe signals reach more listeners.
Supporters, particularly multicultural broadcasters, view the technology as a competitive equalizer against large corporate radio groups, enabling stations to serve communities more effectively and increase revenue opportunities.
Critics, including the National Association of Broadcasters (NAB), caution that geo-targeting could push down advertising rates and destabilize the radio marketplace.
FCC rules require boosters to carry Emergency Alert System (EAS) messages and avoid interference with the main station’s signal, ensuring public safety and consistency.
Radio Activo’s Program Director, Fabian Saldivar, emphasized that the expanded coverage and targeting capabilities will strengthen service to the Latino community in Southern Nevada while supporting more tailored marketing strategies.
FCC Commissioner Starks’ visit underscores the growing importance of geotargeted FM technology. ZoneCasting and MaxxCasting offer smaller, multicultural stations new tools to thrive and better connect with audiences, though industry concerns over advertising impacts remain unresolved.
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