More Support For ‘ZoneCasting’

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Two more groups have come out publicly in favor of GeoBroadcast Solutions‘ ZoneCasting technology. Adams Radio Group and Cup O’ Dirt, LLC have targeted different avenues as they seek support for FCC approval for program origination from FM boosters.

Ron Stone, President/CEO of Adams Radio Group reached out to FCC Chairwoman Jessica Rosenworcel. Cup O’ Dirt Owner John Small sent a letter to Senator John Thune, ranking member of the Subcommittee on Communications, Technology, Innovation & The Internet.

Stone writes, “The fact is that the local radio marketplace has been challenging for years, especially for the independent radio owners like our company. We must compete not only against other digital and traditional media but also against bigger radio groups who often multiple stations in our market selling against our stations. We need to differentiate ourselves not only from bigger radio companies but also from all the other local traditional and digital ad-supported media competitors. Equally important, we need to be able to geo target the same way television, cable, newspaper and every digital operation we compete with does.”

Stone continues, “Based on my deep experience in the radio industry and local advertising market, my conclusion is that innovative FM geotargeting technology is now ready to bring to market. The technology works. The geofenced zones that can be created based on engineering, business, and economic criteria will advance local radio stations’ ability to compete.”

In John Small’s letter to Senator Thune, he says, “Your tenure on the Senate Commerce Committee, particularly your time as Chairman of the Committee, has been characterized by a strong commitment to broadcast deregulation. You have shown important leadership in helping to remove outdated rules and regulation to ensure that ALL broadcasters can serve the interest of localism. This geotargeting proceeding is an extension of your work to date: with geotargeting, radio stations can better serve the listeners in South Dakota with alerts, reports and ads that best serve them.”

Small continues, “Radio stations can also help small business, the backbone of the South Dakota economy. Many small businesses have fled the radio platform precisely because it can’t geotarget a market.”

The conclusions of both owners, while being presented to different recipients, basically focuses on the consensus that ‘ZoneCasting’ will enable small to medium owners to compete with ‘big box radio’.

More from Stone’s letter, ” I know that the NAB and its state associations along with Big Radio companies argue against this rule change. I believe this is based on hearsay, hypotheses, and ungrounded assessments and assertions made by large conglomerates in our industry. Please let local radio operators decide for themselves if they want to take advantage of the first innovative FM radio technology to come along in years. Allowing this does not force any operator into using it. Some may want it, others not. I firmly believe the choice should be the radio operators’ and not trade associations and Big Radio companies operating hundreds of clusters of stations who can afford to make different choices.”

And Small concludes, “So the time has come for the FCC to stand aside. Radio stations deserve the opportunity to innovate and recapture those local ad dollars. We ask that you join us in urging the FCC to finish its work and repeal the rules that bar FM radio stations from geotargeting!”

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