GBS Marks Major Growth in MaxxCasting™ and ZoneCasting™

A year after the FCC finalized its rules for FM geotargeting, GeoBroadcast Solutions (GBS) is marking the milestone with an update on how its technologies are reshaping radio coverage and content delivery. The company reports that its two core systems, MaxxCasting™ for signal optimization and ZoneCasting™ for localized, over-the-air content, are now active or in progress across 11 markets, from major cities like Los Angeles and Chicago to smaller areas such as St. George, Utah, and Cumberland, Maryland. According to GBS, these technologies are currently available or being deployed in several of the largest U.S. markets, including six of the top 10 Nielsen radio markets.

GBS says broadcasters “both small and large” are adopting these tools to either strengthen their FM footprints or experiment with targeted programming at the neighborhood level. MaxxCasting remains the foundation for many stations, improving coverage gaps through strategically placed FM boosters while also providing an upgrade path to full geotargeting. Additional systems are in development for markets like New York City and Atlanta, indicating continued expansion.

Interest in ZoneCasting has grown over the past year as radio groups look for ways to offer more relevant and competitive content to advertisers. With the FCC now allowing boosters to originate up to three minutes of unique programming per hour, stations can deliver hyper-local ads, community updates, local sports segments, and other targeted content. Research cited by GBS shows strong advertiser enthusiasm, with many indicating they would increase their AM/FM spending if geotargeting becomes available.

GBS also highlights the spectrum efficiency of its approach: these enhancements extend service to roughly 20 million listeners without requiring new spectrum — a significant advantage as wireless demand increases. The company positions its technologies as part of a broader effort to modernize FM radio, strengthen its relevance, and expand access to important services, including emergency alerts.  

Read the full article here.