Broadcasters and Minority Groups Renew Push for Radio Geotargeting
Broadcasters that support geotargeted radio are confounded the FCC hasn’t approved the technology, said Roberts Radio CEO Steve Roberts in a letter to the agency posted Friday in docket 20-401. “What is the Commission waiting for? More of us to…
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exit the market?” wrote Roberts. Consolidation is forcing smaller broadcasters out of the industry, and geotargeting technology would help them to compete by allowing hyperlocal advertising and information, he said. NAB and several larger radio groups have opposed proposed rule changes that would allow the use of GeoBroadcastSolutions’ geotargeting technology, and the docket for the proceeding has largely been quiet since 2022, until recently. Last week, representatives of the U.S. Black Chambers (USBC) and the Multicultural Media, Telecom and Internet Council meeting with Commissioner Geoffrey Starks pushed for geotargeted radio. Several months ago, the USBC acquired the National Association of Black Owned Broadcasters, which had been a vocal proponent of geotargeted radio until November 2022, when it publicly withdrew its support (see 2210310070). Roberts is a founding member of NABOB. NABOB didn’t comment on whether the USBC letter means its stance on geotargeted radio has changed. “Time is running short for the Commission to make this change while it can still make a difference,” said the USBC ex parte filing.