KADD Launches First U.S. ZoneCasting FM Geotargeting with GeoBroadcast Solutions
Radio Activo Broadcasting has made history by launching the first commercial FM geotargeting installation in the United States. Partnering with GeoBroadcast Solutions (GBS) and Broadcast Electronics (BE), the station KADD(FM) “La Mejor 93.5” is now broadcasting localized content to separate zones in Las Vegas, Nevada and St. George, Utah using GBS ZoneCasting technology.
Key Points:
First commercial launch: While ZoneCasting has been tested since 2010 in Utah, Florida, and Wisconsin, KADD is the first to implement it commercially.
Two broadcast zones: Las Vegas is served by the main signal and three boosters, while St. George operates as its own zone with customized programming.
FCC rule changes: The FCC recently allowed FM boosters to air up to three minutes of unique programming per hour, enabling geotargeting.
Audience growth: KADD had already expanded reach by 400,000 people through MaxxCasting and and now with ZoneCasting KADD has the ability to add hyperlocal geotargeting inside the full MaxxCasting population coverage area.
Benefits: Proponents say the system supports hyper-local ads, traffic, and community news, offering new revenue opportunities.
Criticism: The National Association of Broadcasters (NAB) warns the technology may create interference, confuse listeners, and hurt radio ad revenues.
Regulatory attention: Former FCC Commissioner Geoffrey Starks visited the station last year to review its geotargeting plans.
The debut of ZoneCasting at KADD marks a milestone in U.S. radio broadcasting, showcasing how geotargeting can deliver hyper-localized content while sparking ongoing debate about its impact on the industry. As more broadcasters consider similar installations, the technology could reshape how FM stations serve both advertisers and listeners.
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