FM Geotargeting Rolls Out: How Broadcasters Are Testing Hyper-Local Content

As FM geotargeting technology begins to roll out in the U.S., radio broadcasters are taking early steps to explore its potential. Stations in a variety of locations have applied to build the infrastructure needed for targeted content delivery. 

The FCC has authorized stations to test geotargeted FM content through one-year, renewable experimental licenses, allowing broadcasters to air up to three minutes of zone-specific programming each hour. GeoBroadcast Solutions (GBS), the developer of the ZoneCasting system, is leading this effort, offering technology that enables stations to deliver targeted news, weather, traffic, public service announcements, and advertising to specific communities within a broader coverage area.

Early adopters have cited a wide range of motivations. WRBJ-FM in Jackson, Mississippi, plans to offer more affordable advertising to small, minority-owned businesses and tailor content for Jackson State University. KLCY(FM) in Vernal, Utah, will serve content to a nearby Ute Indian Tribe community. KADD(FM) in Las Vegas aims to better reach Hispanic neighborhoods in Las Vegas and nearby Utah. In Reno, Nevada, two stations are targeting distinct zones like Carson City and the tourism-heavy Lake Tahoe region.

Larger market players are also getting involved. Bustos Media has applied to add boosters for two FM stations in Seattle, marking a significant development in the 12th-largest radio market. Meanwhile, Core Radio Group in Atlanta has expressed support for the system’s ability to serve Black communities with hyper-local civic content and ads. Even broadcasters not yet deploying the technology, like KAFF(FM) in Flagstaff, Arizona, see potential to better reach underserved populations and fill coverage gaps.

 Many broadcasters see geotargeting as a promising innovation with the potential to strengthen local engagement and boost revenue. GBS consultants and engineers note that the costs of low-power booster transmitters are declining, and business models like revenue-sharing or multi-station booster sites could further reduce expenses. Technical experts believe that with proper system design and IP redundancy, ZoneCasting can deliver reliable service without disrupting the listener experience.

With final FCC rules still in development, these early deployments will serve as important case studies. If the experiments prove effective, both technically and financially, many expect widespread adoption of FM geotargeting to follow.

Interested in reading the full article by Randy J. Stine on Radioworld.com? Read it here.