FM Geotargeting Takes Off: How U.S. Radio Stations Are Using ZoneCasting for Localized Content

The Federal Communications Commission (FCC) has taken a major step toward permanently allowing original content on FM booster stations, low-power repeaters typically used to improve signal coverage in difficult terrain. Historically, these boosters only rebroadcast the main station's programming. However, the FCC is advancing a proposal to enable geo-targeted broadcasts, allowing stations to air different content in specific local areas.

This move follows an April 2024 decision that permitted broadcasters to experiment with up to three minutes of localized content per hour on boosters. On October 31, the FCC released a Second Report and Order and Order on Reconsideration that lays the groundwork to make this capability permanent.

 Key elements of the new order include:

• Requiring broadcasters to notify the FCC of their use of program-originating boosters.

• Requiring pre-construction interference assessments.

• Limiting each station to 25 program-originating boosters.

• Implementing rules to ensure Emergency Alert System coordination.

• Updating rules for political advertising.

• Requiring a public interest certification to promote fair use and prevent exclusionary practices.

FCC Chair Jessica Rosenworcel emphasized that this rule change allows customized content delivery to different sub-areas within a station’s coverage zone.

 Despite this progress, the National Association of Broadcasters (NAB) continues to raise concerns about potential signal interference and fears that the technology could unfairly impact smaller stations, especially in ad targeting.

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