GeoBroadcast Counters Zoned Broadcast Critics
FM broadcasters offering geotargeted content have every incentive to reduce self-interference and are required by the FCC to do so, said GeoBroadcast Solutions in replies posted Friday in docket 20-401. REC Networks replied earlier (see 2103100057). GBS, the primary proponent…
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of such proposed changes to booster rules, resisted arguments this would lead to radio advertising “redlining.” All other media can geotarget ads, and those were an ATSC 3.0 selling point, GBS said. “Yet there was no mention of redlining in the hundreds and hundreds of pages of comments filed in that proceeding by the broadcast industry and its trade association.” The Multicultural Media, Telecom and Internet Council and the National Association of Black Owned Broadcasters called for a pilot program to test the technology in three markets. They "recommend that the pilot be designed to address all of the questions raised in the comment round of this proceeding, including the impact of the technology on local advertising markets." The FCC simply can't "ignore the concerns of the radio industry,” said the New York State Broadcasters Association, opposing the rule change. “Objectionable interference is certain under the Geo proposal,” said broadcast engineer Alan Kirschner of Nashville. Ad agency Media Negotiator, Urban One DJ and restaurant owner Sam Sylks and Roberts Broadcasting supported the option to geotarget as helpful to radio and local businesses. GBS said it has “no plans” for such targeting of emergency alert system messages, though the company and proponents of the tech have touted targeted alerts (see 2006040024).