Industry News

In a move designed to strengthen the position of an affiliate of The CW Network against the ABC, NBC and CBS affiliates in Indianapolis, DuJuan McCoy-owned Circle City Broadcasting has moved forward with the relaunch of an 11pm newscast at one of his two properties — a sign that WISH-8‘s local news presence seeks to be unrivaled.

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A radio industry veteran who spent the last 11 years in Indianapolis has been named Operations Manager of “98.9 The Rock,” “ALT 96.5,” “106.5 The Wolf” and “99.7 The Point” in Kansas City.

He’ll assume his new duties on February 1 while also taking the role of Brand Manager for two of those Audacy Inc. audio brands.

Taking the OM role for KQRC-FM, KRBZ-FM, WDAF-FM & KZPT-FM in Kansas City is JR Ammons.

The role will see Ammons gain oversight of the stations the content strategy, talent, operations and branding. It’s a return to a company formerly known as Entercom for Ammons, as Audacy/Kansas City SVP/Market Manager Roxanne Marati welcomed him to her group of radio stations. “His extensive background operating multiple stations will position him for success, and we look forward to working alongside him in this next chapter of his career,” Marati said.

Ammons has spent the last three decades in Radio, and has been associated with WZPL-FM, WNTR-FM and WXNT-AM in Indianapolis for the last eleven, exiting as OM. Before that Ammons was associated with Lincoln Financial Media, and its former ownership of WSTR-FM “Star 94” in Atlanta, where he was Program Director. He’s also programmed WAPE-FM in Jacksonville and KMXV-FM in Kansas City.

“I’m so thankful for the 11 years I’ve spent in Indianapolis; we’ve had so much fun, made so many lifelong friends and had so much success,” said Ammons, who began his run at the stations under Entercom ownership and stayed with the properties through their 2019 transition to Cumulus Media ownership. “The opportunity to come back to Audacy and work with Roxanne was simply too good to pass up. I couldn’t be more excited to be a part of the team she’s building in Kansas City.”

 

The company co-founded by CEO Daniel Barreto has widened its nearly five-year partnership with Hearst Television, giving the broadcast TV station owner’s “FAST” live channel content another distribution point.

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There are two dominant users of spot cable, according to the latest Media Monitors Spot Ten Cable report.

One is an auto insurance specialist getting lots of attention for their quirky, retro-feel campaign. The other is an auto insurance specialist known for its gecko.

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A fresh look at the latest Media Monitors Spot Ten Radio report for the week ending January 23 shows that a job-search site that’s grown in prominence over the last several years truly appreciates the power of Radio.

Gone are the days of Monster, it seems. Indeed is the job-seeker portal of choice in 2022, and last week saw the brand account for some 72,000+ spot plays on the AM and FM radio stations Media Monitors tracks.

That’s a substantial lead over the No. 2 paid user of spot radio last week: auto insurance giant Progressive.

Who else is using radio? Babbel has become a steady brand at AM and FM, as has Lowe’s, which takes advantage of a soft marketing period from The Home Depot.

In the latest issue of Radio World we give you a chance to get to know FCC Commissioner Nathan Simington.

He’s been serving for a little more than a year since being nominated by President Trump, and is starting to take a higher profile in our industry, with speaking appearances to broadcast organizations.

In Washington, a town full of political culture warriors, Simington seems the opposite — going out of his way to compliment Chairwoman Jessica Rosenworcel, who is in the opposite party; praising his colleagues for bipartisanship; condemning the violence at the U.S. Capitol last year in one of his first actions as a commissioner; and remarking on his “appreciation for the traditions of vigorous, peaceful engagement that have characterized the nation’s 230 years of constitutional governance.”

I can’t say whether he’ll be a commissioner who always votes along party lines; should we ever get a fifth commissioner again we’ll see how FCC bipartisanship holds up on more contentious issues than the commission has taken up lately.

But I’m grateful for the way he approaches the job. Maybe his particular appreciation of his role comes from the fact that he is a native of Canada who has since become a U.S. citizen. Sometimes people who come to our country from elsewhere have a better grasp of its aspirational values than we do.

The decisions taken by our regulators play a crucial role in our jobs, our careers and the health of our employers. Radio World has sought over the years to air the views of regulators who have shown particular interest or understanding of radio issues, including leaders like Jim Quello, Mignon Clyburn, Ajit Pai, Geoffrey Starks and Michael O’Rielly. We’ve also had an open invitation to Chairwoman Jessica Rosenworcel and hope she’ll oblige us.

You can access the digital edition here.

The post A Chat With a Commissioner appeared first on Radio World.

Nathan Simington is still wondering how he got that first White House interview.

He was chosen for the Federal Communications Commission after President Trump abruptly pulled the renomination of Commissioner Michael O’Rielly. The latter had openly questioned whether the FCC had legal authority to issue new social media regulations.

Formerly senior advisor at the National Telecommunications and Information Administration, Simington was confirmed to the FCC by the Senate in December 2020 on a 49–46 party line vote, with GOP colleagues touting his light-touch regulatory approach.

Simington, 42 and a native of Saskatchewan, Canada, holds one of two current Republican seats on the commission. As 2022 dawned, almost a year after President Biden took office, the FCC still had two Democrats and two Republicans, with the nomination of Democrat Gigi Sohn for the remaining seat held up on Capitol Hill.

The commissioner’s profile with broadcasters grew when he spoke in late autumn to state broadcast association events in Massachusetts and Ohio.

“The reality is: It’s hard out there for broadcasters,” he said at one event, expressing particular empathy for owners with just one or a handful of stations.

“Can we seriously think, at this moment, with the arrows pointing in the directions that they are, that we should be making it harder for these small, regulated entities to operate? You are all already burdened by a raft of regulations designed for a bygone era while your insurgent online competitors have functionally none of the same constraints. Should we now turn the screw?”

He also said the FCC should wait rather than make more changes to media ownership rules just now, recommending a strategy of “purposeful nothingness.”

Radio World interviewed Simington in December.

Radio World: Describe your regulatory philosophy.

Nathan Simington: I did not come up through the Washington regulatory world, I came up through the private capital world. Before joining the NTIA I was at a very large cellphone distributor and services company, and before that I was in private [law] practice.

When I’m looking at regulatory questions I feel like you really can’t divorce them from the questions about the effects on the markets and the capital market. So we need to put more of a premium on the question of regulatory certainty and stability.

Businesses can adapt to about any kind of stable environment, but what they can’t adapt to is an environment they can’t predict. Conveying certainty to the market, instead of constantly fiddling with regulations in order to reach some kind of imagined ideal state, is how we get to the overall public interest, necessity and convenience, and therefore fulfill our mission at the FCC.

This is especially important in broadcast and telecommunications because operators can’t plan for long-range builds when they can’t predict the operating environment they’ll be in. If the degree of uncertainty becomes too much, companies will restrict themselves. If we take that approach we’ll do more harm than good.

If we maintain stability, that will better serve the public.

RW: You’ve talked about challenges facing small radio broadcasters who must compete with mega online platforms. Broadcasters have argued that FCC regulations should acknowledge that radio and TV compete with less-regulated digital competitors.

Simington: There has always been a sense at the commission that broadcasting is special and that broadcasting occupies a different spot in the landscape than online video distribution. If you look at the materials coming out of the 2016 quad [quadrennial review], that was exactly the approach the commission took, saying that as of yet there is real no equivalency of service.

I think that discussion is going to continue to come under scrutiny.

The find of non-equivalence in 2016 was premised on the lack of adaptation that large online companies make to local conditions. I would turn that in its head and ask: “How much of broadcasting really was local prior?” Obviously there are elements of broadcasting that is very local. But a lot of broadcasting was nationally syndicated shows and in that world.

The FCC has always assumed that broadcast and online have been separate markets. But I think that decision grows less and less tenable and has to be justified by better and better fact finding. And if we can’t satisfy the standard, we’ll have to decide what it means when an entity we are regulating is competing with an entity that is almost totally unregulated — in some cases a small mom-and-pop scale versus a large international corporation.

RW: Does this mean less regulation for radio and TV or more regulation for big tech?

Simington: Based on how the younger generation consumes media, the distinction between broadcasters and online video distributors is becoming increasingly hard to [describe as] different markets. At some point, we have to ask how the premise that has been explicit in the law — that broadcasters have a special mission and thus require the FCC to maintain them as viable private commercial enterprises —interacts with the increased presence of big tech in the space and in local advertising dollars.

Fact finding previously has found these are different markets. I would encourage the commission to place that assumption under intense scrutiny, because from my perspective and my interaction with broadcasters, it is becoming farther and farther from the actual state of play.

RW: What is your view about the argument by the National Association of Broadcasters that radio and TV are unfairly burdened with regulatory fees, subsidizing FCC costs for oversight of entities that pay no fees?

Simington: The whole question of regulatory fees as a burden has been something my office has been on ever since I was confirmed. It is important to rethink the entire regulatory fee framework on a regular basis because the commission’s traditional division into broadcasting, wireless and wireline, while still viable today, doesn’t fully capture the reality of how media is consumed today.

As to whether regulatory fees should be accessed to online companies, that raises a bigger question: How are we going to regulate these online companies going forward?

Online companies is a grab-bag term. On the one hand, if Amazon is an online company, that’s different than saying Google is an online business. These are highly diversified businesses, in one case a big delivery and logistics business, in another case a server business, and in yet another a business that primarily runs on data.

[Read More of Our Interviews with News Makers.]

Finding a regulatory response has been difficult, not only for the FCC but for the Federal Trade Commission and Congress. I think a lot will depend on how Congress decides to treat the question of online companies and these new emerging categories in American business.

Whether it is fair to assess fees entirely on the back of broadcasters, when broadcasters are point of fact responsible for a much smaller portion of audio and video delivery, is really a question that answers itself. But the question of how to assess fees might turn on much larger questions before Congress.

RW: Do you support changing or eliminating local “subcaps” on how many radio stations a given entity can own in a market?

Simington: There is some inertia to overcome at the regulatory and at the congressional level of where broadcast stands to the economy as a whole. The broadcast sector is under pressure that it will find difficult to recover from without more thoughtful broadcast regulation in this country.

From my perspective, broadcasters have made a real commitment to build out local news and other local journalism. As such they have decided their market differentiator is localism.

So with that commitment to local content I’m less concerned about back-office function consolidation. Therefore I’d like to see liberalization of the ownership rules.

On the other hand, liberalization is widely perceived by many as allowing a single voice to dominate. But I would ask the obvious question that if we are concerned about a single voice dominating here, why are do we not care in other venues of media distribution?

I’m not sure if there is a coherent answer to that, other than this is just the way we have always done it.

RW: The FM band has become more crowded, most recently thanks to a huge increase in the number of translators. Is the commission concerned?

Simington: I really haven’t heard anything within the commission focusing on this issue right now. That could be a problem since the airwaves in general are coming under further pressure. I think the commission should take this up combined with my concern over receiver standards and the general question of how do we get a more efficient utilization of the bandwidth, which we can’t change. But there is no current item focusing on FM crowding.

RW: Many broadcasters say the commission let them down by cutting deeply into the number of enforcement personnel and field offices, and that the result is even less attention to pirate radio and harmful interference.

Simington: FCC personnel is growing again. It should bring a renewed focus on field enforcement. And one thing I’m working on — though I do not have details yet — is looking at delegating some type of enforcement powers outside the media sphere to local law enforcement, provided we can get across the necessary tech challenges. If that is the case hopefully more Enforcement Bureau resources will be available for this question.

RW: What are your thoughts about the FCC’s AM revitalization efforts?

Simington: It’s been a very valuable effort. I think it is a mistake to assume, as some people do, that other channels of media distribution will supersede the importance of AM radio.

RW: Revitalization was pushed by former Chairman Ajit Pai. What are your thoughts on his accomplishments?

Simington: I wish I’d had the chance to serve with him longer. I think he accomplished a lot.

Getting outside the world of radio for a second, he was massively instrumental in expanding broadband access in the United States. He did a lot of ensure that broadband quality got better. I’m proud of his work on spectrum auctions and COVID relief.

Something that doesn’t get much play in the media are infrastructure initiatives to make it faster and easier to deploy and launch.

Most important for radio might have been winning the Prometheus case, even though that happened after he had left the commission. Winning that paves the way for potential media liberalization on a number of fronts. The FCC now has more freedom of operation in this area than we have had in 17 or 18 years.

RW: The Senate recently confirmed Chairwoman Rosenworcel. What has it been like working with her?

Simington: I think she has done a fantastic job under sometimes trying circumstances throughout 2021. There is no doubt she has delivered successfully on a number of time-sensitive programs that Congress has given us, in some cases without real precedent. She has been bipartisan. We’ve gotten a lot done in the public interest. There have been a lot of 4–0 votes. We have had a wonderful collegial relationship.

Nonetheless, as acting chair there were maybe some items you wouldn’t take up that you would once you are full chair. She and I have been working on a number of long-term in initiatives. So my hope is that in 2022 that — despite the virtual assurance that the commission will emerge with a partisan majority, as it should — I nonetheless expect us to have many forward-looking partisan and non-partisan issues to take up in order to strengthen American competitiveness, improve security, improve efficiency and advance technology.

RW: What is your view on the nomination of Gigi Sohn?

Simington: When I’ve spoken to Gigi Sohn I’ve been very impressed. She is known for being very tough and very smart, and also has this rare quality where she is personally liked by those she has disagreements with. There is no question she knows the issues backwards and forwards. If she is confirmed I’m sure there are any number of issues where we can work in the public interest. I’m sure we’ll disagree on a few things, but that is politics.

RW: What is your personal experience with radio?

Simington: I grew up in rural southern Saskatchewan. My family homesteaded there in the early 1900s. So radio has been a very important part of my grandparent’s lives, my parent’s lives and my life. AM radio was the best mass media we had. We had a few snowy TV channels when I was young but that was it. I grew up with the radio always on.

RW: You recently made some warm remarks about the role of radio. Can you expand on those?

Simington: The historical role of radio in American life cannot be overstated as the first national medium. My background before I became a lawyer was in classical music. For me and a lot of people their first exposure to many kinds of music have been through the radio.

As for radio’s role today, before coming to Washington I spent a number of years in Florida, which has an extremely vibrant local radio culture. I was surprised by the relationship between radio stations and listeners and how loyal those relationships became. Radio was a big part of civic participation.

The thing about radio is that it is not just a technology but its own medium with its own culture and audience. And it has always been defined by being local. People make a conscious decision to tune to radio for critical information.

RW: When the Trump administration put your name forth you expressed some surprise that you’d been nominated. What do you think drew the president or his staff to you at the time?

Simington: Well I think the administration was even surprised by the situation it found itself in. I’m not going to speculate on exactly how my name ended up in the hat. I know the administration made a very broad appeal for potential commissioners. When I went to the White House to speak to the presidential personnel office for the first time I didn’t know what to tell them, so I told them what I had observed in my time in private industry about certain negative effects of capital management practices that I thought might impede the buildout of 5G. Maybe that was just nerdy enough to get it over the line.

But it was a process that involved building credibility. Frankly, it was a lot of learning, but I realized that the mandate of the FCC is so broad it just isn’t possible to know it all from the outside. I’ve had the opportunity to learn from some of the best on my way up so maybe that helped me get across the line.

RW: How does the FCC differ from the NTIA in its culture or inner workings?

Simington: The NTIA is one of the most underappreciated agencies in the federal government, though that is likely to change since it has been given the responsibility of disbursing so many funds during the broadband buildout.

The NTIA is a much smaller agency, about 250 people versus about 1,500 at the FCC, and as an executive branch agency it is not politically independent the way the FCC is. Instead the director reports directly to the president despite the agency being in Commerce.

As far as internal culture, the FCC has a much broader mandate because commercial and private use of spectrum is much greater than at the NTIA. The stakeholders are very different. Accountability is different.

Common qualities include engineering excellence and the commitment to the public mission. At the FCC we always try to be engineering-forward and fact-serving.

RW: How would you characterize your interaction with the Biden administration?

Simington: It’s actually been somewhat limited. Not any of it in a negative way. I tend to face industry more than I tend to face the administration. As far as politicization of the commission, I haven’t seen many signs of it. The administration has expressed views on issues related to the commission’s mission and our long-term activities. It really hasn’t impacted our deliberations or practices.

It’s only natural for an administration to have views on policy that intersect with our mission. External relations with the White House are more the province of Chairwoman Rosenworcel’s office. That’s not to say there isn’t any contact, but I would most likely go through her office to communicate with the White House.

Typically the FCC has had a very strong relationship with Congress. That has been more important for what I have been working on.

RW: The chairwoman has said that the latest data about broadcast ownership makes clear that women and people of color are underrepresented. What if anything should the FCC do? And do you support legislation to revive a tax certificate program for socially disadvantaged individuals?

Simington: The numbers are hard to argue with. As far as what we can do about it though … I would also note that women, people of color, and people who are both have a variety of other instruments [available] to invest their money in; so the question of whether broadcast is where they want to place their money, rather than some other business, is in part a question of how attractive broadcasting is.

I see no shortage of grassroots interest from women or people of color wanting to participate in broadcasting. But there is always a question of making a return.

Anything that conditions licenses on, for example, ownership demographics is “push,” where what we probably need is “pull.” The pull I would like to see is a more stable business environment, greater opportunity for growth and return, and the ability to finance licenses, if we can figure out ways to work around the problems of the past.

RW: She also has reconstituted the Communications Security, Reliability and Interoperability Council. Are you supportive of redirecting its focus?

Simington: The FCC has a pretty clear mandate to work on questions of signal security that bleed into questions of IT security. So I welcome increased involvement in this area.

There has always been a question of the degree to which the commission should involve itself in cybersecurity matters because it does not traditionally have a staff of cybersecurity experts, and it would require big changes to the commission and probably substantial growth to fill out a fully fledged cybersecurity arm.

As I noted in my comments about tech companies, it’s not even clear what our regulatory mandate is when it comes to cybersecurity. I view the chairwoman’s position as a thoughtful balance between prior muted attempts to turn us into a fully fledged cybersecurity agency on the one hand, and the renunciation of jurisdiction in areas where I think we should exercise it on the other.

RW: Any final thoughts as we enter 2022?

Simington: I certainly wish broadcasters the best. I think now is a fine time for us to look back at the developments of the past few years, including both pressure and recovery in the broadcast sector, and continue to recognize the vital importance of broadcast and local journalism in American life.

If there is one thing that has become clear in my discussions with broadcasters, it is their strong sense of mission. And you can’t buy that or teach it. People really feel a passion for broadcasting and their communities, and that is why they work in the field.

“Music was my first love”

Nathan Simington originally pursued a career in classical music and violin performance. He hoped to turn pro as a violinist or pursue a Ph.D. in music theory.

Simington started studying violin seriously at age 11 while growing up in Canada. He moved to the United States to train on the instrument at Lawrence University.

“In music, my three areas of focus were in more effective means of training violinists, including the convertible counterpoint theories of the Russian musicologist Sergei Taneyev and the unpublished works of Romanian composer George Enescu. I received a Presser Foundation grant in 2005 to research Enescu’s manuscripts with experts in Cluj, Romania, and Bucharest,” Hungary, he said.

A native of Saskatchewan, Canada, Simington he received a green card in 2007, allowing him to work in the United States outside his area of training. He became interested in law school while working in pharmaceutical market research.

The commissioner is a graduate of the University of Michigan Law School and also holds degrees from the University of Rochester and Lawrence University. Simington earned a Masters of Music Theory from Eastman School of Music.

Prior to joining the NTIA, he was senior counsel to Brightstar Corp., an international mobile device services company. The Republican commissioner at the time led and negotiated telecommunications equipment and services transactions with leading providers in over twenty countries. Even earlier, prior to joining Brightstar, he worked as an attorney in private practice.

Prior to joining the FCC he was senior advisor at the National Telecommunications and Information Administration, where he worked on various aspects of telecommunications policy, including spectrum allocation and planning, broadband access and the U.S. government’s role in the internet.

Simington is now a U.S. citizen and lives in Virginia with his wife and three children.

The post Getting to Know Nathan Simington appeared first on Radio World.

The Federal Communications Commission is encouraging communications companies to read a federal security advisory about cyber threats from Russia, and act on it.

“The commission urges all communications companies to take the recommended actions to protect their networks from cyber threats, to detect and notify CISA of cyber threats impacting communications services and infrastructure, and to share threat information with CISA and other industry stakeholders, as appropriate,” it said in an announcement.

CISA is the Cybersecurity and Infrastructure Security Agency.

On Jan. 11, CISA, the FBI and the National Security Agency issued a joint cybersecurity advisory called “Understanding and Mitigating Russian State-Sponsored Cyber Threats to U.S. Critical Infrastructure.”

[Read More About Cybersecurity and Radio]

The document states, “Historically, Russian state-sponsored advanced persistent threat actors have used common but effective tactics — including spearphishing, brute force and exploiting known vulnerabilities against accounts and networks with weak security — to gain initial access to target networks.” The advisory listed vulnerabilities known to be exploited by Russian state-sponsored actors, and goes into details that your head of IT will appreciate.

According to the advisory, critical infrastructure organizations in particular should take certain immediate steps including patching all systems, prioritizing known exploited vulnerabilities; implement multi-factor authentication; use antivirus software; and develop internal contact lists and support.

If you think you aren’t “critical infrastructure,” remember the role of broadcasters in local and national alerting and in disseminating information about national events. Media companies are juicy targets for the black hat crowd in general, as numerous experts have told Radio World over the years.

Companies can report cyber incidents to CISA via https://www.cisa.gov/uscert/report or to the FBI via a local FBI field office via phone at (855) 292-3937, or via email at CyWatch@fbi.gov.

The post FCC Shares Cyber Warnings About Russia appeared first on Radio World.

Until late September, all seemed particularly strong for iHeartMedia‘s stock price. A year-long increase was underway, with shares moving from just over $14 per share in late February to nearly $27.50 just four months later.

By October, however, worries about the Delta, and Omicron, variants of the COVID-19 virus accelerated, creating new concerns about ad dollar weakness at radio. Ups and downs for IHRT were seen, and the shares still managed to start 2022 at $21.57.

Since then, it has been a bumpy ride on the Nasdaq GlobalSelect market for iHeart.

The latest dip for the company’s shares was seen on Friday, as IHRT fell 2.7% from Thursday to land at $18.67.

That’s the second-lowest closing price of the last six months, with a December 1 finish of $18.37 the only other time IHRT finished at this level.

While IHRT is still above where it was a year ago, it still marks a frustration for the company led by CEO Bob Pittman and COO/CFO Rich Bressler (pictured, top left). The current 1-year target price for IHRT is $32.78 per share.

The company has yet to see its shares climb above the $30 mark.

GeoBroadcast Solutions is calling out iHeartMedia for comments made in an FCC rulemaking proceeding that would allow FM broadcasters to geo-target content to specific zones of their coverage area for limited periods of time.

In fact, GBS says iHeart “today offers a service available to only iHeart’s stations that enables advertisers to do exactly the same thing, namely, offer advertisers the ability to geo-target their ads including in larger markets.”

iHeartMedia in a series of filings on Docket MB20-401 vigorously argued against adoption of the geo-target technology, citing unresolved technical concerns as well as a fear that it could completely upend the radio industry’s business model.

“While GBS attempts to convince the commission that its proposal will help smaller and minority-owned broadcasters, the reality is quite the opposite. Instead, the station groups least able to handle increased competition and a downward pressure on advertising rates are small and less-well-resourced ones,” iHeart wrote in comments filed in 2021.

GeoBroadcast says iHeart is being disingenuous with its allegations and said the broadcaster’s business practices prove it.

[Previously: FCC Receives New ZoneCasting Data]

The GBS technology, which it brands as ZoneCasting, uses FM boosters to allow for hyperlocal advertising and content independent of the signals of the primary station within different portions of the primary’s protected service contour. GBS claims any resulting co-channel interference or self-interference is manageable and not detrimental to listeners.

Radio World reported earlier NAB and the Small Radio Broadcaster Coalition were among the groups who questioned the technical soundness of geo-targeting and asked for further vetting of the system.

However, iHeart has voiced a more economics-based argument against the technology. The broadcasters claim radio stations already face a challenging advertising environment due to the twin pressures of new competitors and an extended pandemic, and worry the FCC proposal could potentially exert even more downward pressure on the advertising revenue and fundamentally alter the radio industry’s business model.

Geo-targeting and specifically the GBS ZoneCasting technology run the “risk splintering the local advertising market and crippling local radio stations at the worst possible moment for the industry.”

Other large radio broadcast groups, including Beasley Media Group, Cumulus Media, Audacy and Urban One, also have urged the FCC to be cautious in possible adoption of the technology.

Now GBS, in a letter to the FCC, throws shade at iHeart and accuses the broadcaster of leading a campaign of “unsubstantiated opposition” even as it offers geo-targeting to clients.

The company points to iHeart’s AdBuilder website, which lets ad buyers purchase ads on iHeart stations. “One core feature of iHeart AdBuilder is that it prompts new and existing advertisers to select communities, on a map, where they would like to target their ads as one of the first steps in the process of creating an ad,” GBS states in the letter.

GBS writes further in its correspondence to the FCC: “In light of this current offering, the commission should view skeptically claims from iHeart and its allies that geo-targeting content could create negative economic consequences for broadcasters. The disconnect between the iHeart AdBuilder website and the rhetoric from iHeart and its allies simply reveals the thinly veiled goal of the largest radio group owners reinforcing and seeking to maintain their dominant position in the market by denying smaller broadcasters an opportunity to use technology to level the playing field.”

GBS acknowledges that the geo-targeting of the iHeart AdBuilder platform differs from the use of geo-targeting at the zone level achieved by using FM boosters. “iHeart’s solution offers different content within a radio market defined by an iHeart station’s footprint whereas FM booster targeting offers different content within a radio market as defined by where the booster is installed. Both solutions imply more targeted ad spend by allowing advertisers to address their targeted audience while increasing overall revenue to the broadcaster.”

The GBS letter, prepared by Covington & Burling LLP, concludes: “We hope that this information is helpful to the commission in considering how the current industry landscape could be impacted by the proposed rule, and the potential economic opportunities that it may unlock for broadcasters and small and minority businesses alike.”

Furthermore, as GeoBroadcast has pointed out throughout the proceeding, “if the proposed rules are adopted, any change in a broadcaster’s operations would be voluntary. Broadcasters can decide for themselves if providing geo-targeted content is economically beneficial.”

GeoBroadcast Solutions has conducted field testing of its ZoneCasting system at several radio stations in the United States and is implementing the technology at KSJO(FM) in San Jose, Calif. The station began participating in an FCC experimental operation of the FM booster system in October and will continue broadcasting localized weather, sponsored traffic, and news during short parts of the broadcast hour through February 2022.

The tech company’s FM booster geo-targeting system also is slated to be implemented at WRBJ(FM) in Jackson, Miss., which has also been granted experimental authority, possibly as soon as late January.

Comment on this or any article. Email radioworld@futurenet.com.

The post GBS Says iHeart Is Being Hypocritical on Geo-Targeting appeared first on Radio World.