Local radio and television broadcasters from across the nation gathered on Monday in Washington, D.C. for the NAB’s annual State Leadership Conference.
The convention featured speeches from several members of Congress about issues affecting the broadcasting industry and preparations for attendees’ meetings with legislators and regulators on March 1.
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The College Radio Foundation said more than 50 stations around the world took part in a hastily organized audio event to show support for students and others in Ukraine.
Rob Quicke, founder of the foundation, invited messages of support that were then combined into a produced piece to be sent to the Ukrainians the next day.
“It was a truly international coalition of love and support,” Quicke said in an announcement.
The piece has been posted to SoundCloud.
He contacted OstRadio in Ostroh and STUD Radio in Lviv with the material.
OstRadio journalist Diana Khokhonik replied, “The only thing left for us is to remain calm and not to panic, to pray to God, to believe in the army that protects us, to protect our health and life. Ukraine wants a peaceful sky over its head!”
Roman Zajac, head of STUD Radio, said the station shared the audio with other universities.
“Zajac then coordinated a response from his students involved with student radio who live across Ukraine, including Lviv, Chornobyl, Donetsk, and the capital city Kyiv,” Quicke wrote. “The students sent audio recorded on their cell phones as they were sheltering from the war. The result was a piece that Zajac put together and asked Quicke to help finish produce, as Zajac could not access his radio studios.”
That message was also posted to SoundCloud.
“I am very moved by the bravery of the students in Ukraine to keep going and to make the effort to send a message to the world in such difficult circumstances. College radio stands with Ukraine. We must not forget them,” says Quicke.
The post College Stations Send Audio Support to Ukraine appeared first on Radio World.
The next time someone tells you that radio is just background noise for most people, point them to this study.
Cumulus Media is calling attention to a report that explores consumer attentiveness and ad skipping tendencies.
The company says the report demonstrates that AM/FM radio leads all media in advertising attentiveness, with the lowest levels of ad skipping.
It also found that consumers devote very high levels of concentration to podcasts “since listeners actively seek them out to learn something new, which justifies premium CPMs for podcasts.”
The report is from Cumulus Media/Westwood One’s Audio Active Group.
Cumulus summarized key findings:
“Attention grows in importance among marketers and agencies,” it wrote. “Nearly half of advertisers have discussed consumer attentiveness as a metric. Two out of three say it is important for measuring media investments.”
Also, traditional media ads have greater engagement compared to digital ads. “AM/FM radio, print, and podcast ads lead in attentiveness. Consumers skip social and digital ads the most.”
Further, it said, agencies and marketers tend to “overestimate consumer concentration of social media. Two consumer studies reveal social media has the lowest attentiveness of media platforms.”
AM/FM radio CPMs should be a premium to Pandora and Spotify, Cumulus said. “Pandora/Spotify audio impressions are not the same as AM/FM radio impressions. The greater proportion of spoken word content on AM/FM radio generates much higher levels of concentration and attentiveness. The information and personalities of AM/FM radio satisfy consumer need states for information and connection.”
Also, “Audio platforms satisfy unique need states. AM/FM radio is associated with information, connection, and entertainment. Podcasts are a source of information, learning, and entertainment. Music streaming entertains, relaxes, and lifts moods.”
The Media Attentiveness and Ad Skipping Report is aimed at marketers, agency media planners and buyers.
The post Radio Leads in Advertising Attentiveness, Study Finds appeared first on Radio World.
For investors seeking some good news from the nation’s dominant provider of audience measurement and data analytics information, perhaps the just-released Q4 2021 financial results will provide that.
Nielsen’s Q4 2021 Earnings Per Share beat the Zacks Consensus Estimate by 27.8%.
Unfortunately, Nielsen’s revenue in the quarter fell short of Wall Street analysts’ forecasts. And, NLSN slipped in Monday’s trading.
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FMR Associates, an international media research firm that specializes in strategic marketing studies and has extensive experience in radio, has signed exclusively with G Accelerate for radio affiliation and ad sales in the U.S.
The deal makes FMR’s research services available to radio stations for the first time on a barter basis. The announcement was made by Jim Higgins, President and Chief Executive Officer of G Accelerate Networks, and radio veteran Kent Phillips, Managing Partner of FMR Associates.
“In today’s data-driven marketplace, it’s imperative that radio stations fully understand their audience’s evolving tastes,” Higgins said. “Speculating on what listeners want doesn’t cut it anymore. Kent is well-known and respected across the radio industry. At FMR, Kent is leading a team of experts in both research and radio to deliver the listener facts and insights that stations need to compete, stay ahead of new trends, and win ratings.”
FMR’s research services include:
“When Jim launched G Accelerate, I knew he was the right partner to lead FMR into barter deals with radio stations,” Phillips said. “While cash arrangements are always an option for new and existing affiliates, with G Accelerate we are now able to extend our research services to stations that find a barter deal works better for them. There just isn’t anyone else I would trust to do this with.”
Higgins added, “We’re delighted to partner with FMR and offer their exceptional research services on a barter basis to radio stations across the country. The robust data from FMR’s research goes deep to gauge listener satisfaction and identify market opportunities with rigorously tested, comprehensive surveys that are customized to fit a radio station’s specific research objectives.”
FMR’s Perceptual Research Studies assess media usage patterns, preferences, awareness and/or imaging, and include tracking studies to measure over time. All FMR Reports include an analysis of key demographic and ‘behavographic’ variables.
It’s the winning bidder for a FM construction permit in Clayton, Okla., a town of less than 1,000 inhabitants in the heart of Choctaw Nation.
As a winning bidder, the new licensee-to-be was required to file a post-auction FCC Form 2100, Schedule 301 long-form application by September 13, 2021.
Oops. This future Oklahoma operator missed the deadline.
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Cumulus Media is getting a tongue-lashing from the Federal Communications Commission.
The company faces a $32,000 penalty in a case in Georgia that involves EEO rules. But to explain why it chose to raise what might have been a smaller fine, the FCC criticized Cumulus more broadly about its habits in following commission rules.
In the notice of apparent liability, it pointed to past EEO rules cases in 2008 and 2017. But the commission then went on to talk about the company’s “prior history of non-EEO rule violations” and it posted a footnote that listed a string of Cumulus FCC cases over the past 19 years involving political files, public inspection files, broadcasting phone conversations, tower fencing, antenna painting and false certification in a renewal application.
“Indeed, the commission recently sanctioned Cumulus for its repeated violations of the commission’s sponsorship identification rules,” the commission wrote in the notice of apparently liability. “In that forfeiture order, the commission emphasized that repeated violations of the commission’s rules warranted upward adjustment — even if the prior violations do not relate to the type of violations at issue in the current matter.”
The commission didn’t stop there:
“While Cumulus’ history of repeatedly violating the commission’s rules would be problematic under any circumstances, its apparent disregard of the commission’s EEO rules is particularly troubling. Cumulus, in its own words, is ‘an audio-first media company delivering premium content to over a quarter billion people every month…’ Cumulus owns and operates several hundred radio stations in dozens of markets across the nation. In short, it is a highly sophisticated broadcaster with extensive operations that employs thousands of people and routinely fills scores of job openings annually. The commission’s EEO rules ensure that broadcasters take concrete and thoughtful steps to seek and attract diverse employees. Repeated disregard of these rules by a broadcaster of Cumulus’ size and scope is contrary to the public interest.”
Radio World invited comment from Cumulus and will report any response.
In the case at hand, the FCC found that Cumulus Licensing LLC apparently violated the equal employment opportunity rules in regards to five of its former stations in Georgia: WEGC(FM) Sasser: WJAD(FM) Leesburg; and WKAK(FM), WQVE(FM) and WALG(AM), all in Albany. (The stations subsequently were sold to First Media Services, according to news reports.)
The commission said the company failed to upload its annual EEO public file report in the online public inspection files, failed to upload its annual report to the stations’ websites and failed to analyze its EEO program.
This came to light in the stations’ license renewal applications. According to the FCC, Cumulus indicated that it had not uploaded the EEO files when required. When the Enforcement Bureau wrote asking why, Cumulus told it that the 2018 annual report had not been added to the public inspection files and websites until more than nine months after the deadline, because its business manager had “simply overlooked this requirement.” It blamed a routine administrative change and the loss of a former employee who had helped with this task in the past.
The commission said those facts don’t mitigate the violation.
The rules set a base forfeiture of $10,000 for each public file violation but the FCC has discretion to change the penalty. Here, the commission cited “Cumulus’ prior history of rule violations, including violations of the EEO rules,” as well as the longer list of past incidents mentioned above.
Cumulus argued that the forfeiture penalty should be decreased because its parent emerged from bankruptcy in 2018 and because the pandemic had hurt its ad revenue; but the commission rejected those arguments, quoting statements on the Cumulus website that the company had reduced its debt and increased its cash since emerging from bankruptcy.
The company has 30 days to pay the fine in the specific case or to reply seeking a different outcome.
The post FCC Has Harsh Words for Cumulus appeared first on Radio World.
Starting today, clients of NBCUniversal will be able to run “non-intrusive, in-game” advertising across cross-platform gaming inventory from a company operating across mobile, PC and console platforms.
It comes with “high standards of privacy and brand safety,” courtesy of NBCUniversal’s One Platform. More importantly, it sends the message that going beyond the spot matters for advertisers and consumers alike.
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Edison Research’s second look at South Africa through its Infinite Dial methodology finds online audio use has exploded over the past four years.
In the 2019 Infinite Dial South Africa report, 39% of respondents 15+ in major metro areas reported using online audio. In the 2022 report, that number increased to 61% of respondents.
Weekly radio listening held steady from 2019 to 2022 with 69% of respondents reporting having listened to the radio in the past week, up one percentage point from 68% in 2019. Ninety-four percent of respondents reported having at least one radio in their home, although 64% of respondents said they used a mobile phone, computer or television for in-home radio listening too, which was a significant (44%) increase from 2019.
Comparison of 2019 to 2022 reported radio listening in the past week among those 15+ (Edison Research)In terms of in-car listening, 80% of respondents 18+ reported having tuned to AM/FM radio while driving or as a passenger within the past month.
Ninety percent of respondents 15+ reported owning a smartphone in 2022, and 32% said they owned a smart speaker. More than a third (36%) of people in 2022 reported having ever downloaded an AM/FM radio station’s smartphone app.
Podcasting also saw substantial gains with 26% of respondents 15+ listening to podcasts at least monthly in 2022 compared to 10% in 2019. Fourth-eight percent of respondents said they were aware of podcasts even if they didn’t listen to them.
Podcast listeners were slightly more likely to be male than female (53% to 47%) and aged 15–34 (51%), compared to 35–54 (38%) or 55+ (11%). Of the 20% of people who reported listening to podcasts weekly, they listened to four episodes on average each week.
Comparison of radio ownership in South Africa and the U.S. (Edison Research)When it comes to streaming audio services, YouTube Music had the greatest brand awareness with 69% of those 15+ being aware of the service. Spotify followed at 36% and Joox, an Asia-based streamer that launched in South Africa in 2017, at 27%.
The Infinite Dial 2022 South Africa survey was conducted by Edison Research in November/December 2021 with in-person interviews of 1,500 people living in eight major metropolitan municipalities in South Africa: Nelson Mandela Bay, Mangaung, Johannesburg, eThekwini, Cape Town, Buffalo City, Tshwane, and Ekurhuleni. The data was weighted to reflect the gender, age, and race of the population. No margin of error was reported.
The National Association of Broadcasters South Africa commissioned the survey, which was sponsored by Triton Digital, and produced in association with The Broadcast Research Council of South Africa.
Larry Rosin, President of Edison Research, shared findings from the study in an online presentation today. Rosin added, “The increase in online audio consumption and podcast listening among those we surveyed in South Africa points to a space that can accommodate many audio platforms while radio stays strong. We hope this data that shows robust growth in audio consumption motivates advertisers to consider all of these various audiences.”
The post Radio Holds Steady in Infinite Dial 2022 South Africa appeared first on Radio World.
The ability for a radio to toggle between an audio stream and over-the-air broadcast is coming to vehicles manufactured by a big German automaker.
And, the rollout includes the North American marketplace.
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In April 2021, RBR+TVBR first reported on the sale of WNUE-FM 98.1 by Entravision Communications — a move that would begin a wind-down of Orlando DMA operations for the multimedia company superserving Hispanic consumers in the U.S.
Now, the individual who most recently served as SVP/GM for Entravision/Orlando — a 2021 Medallas de Cortez finalist — has joined the broadcast television company that will soon be led by Soohyung Kim.
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In light of Russia’s attack on the Ukraine, FCC Chair Jessica Rosenworcel has proposed action to help protect America’s communications networks guard against cyberattacks. Earlier in the week, the Department of Homeland Security warned U.S. organizations at all levels that they could face cyber threats stemming from the Russia–Ukraine conflict; the FCC said Rosenworcel’s proposal would begin an inquiry into the vulnerabilities of the internet’s global routing system.
If adopted by a vote of the full commission, the Notice of Inquiry would seek public comment on vulnerabilities threatening the security and integrity of the Border Gateway Protocol (BGP), which the FCC says is central to the internet’s global routing system. The inquiry would also examine the impact these vulnerabilities would have on the transmission of data through email, e-commerce, bank transactions, interconnected voice-over-internet protocol (VoIP), and 911 calls — and how best to address these challenges.
BGP is the routing protocol used to exchange reachability information among independently managed networks on the Internet. BGP’s initial design, which remains widely deployed today, does not include explicit security features to ensure trust in this exchanged information.
As a result, the FCC said, a bad network actor may deliberately falsify BGP reachability information to redirect traffic. Russian network operators have been suspected of exploiting BGP’s vulnerability to hijacking in the past. “BGP hijacks” can expose Americans’ personal information, enable theft, extortion, and state-level espionage, and disrupt otherwise-secure transactions.
Working with its federal partners, the commission has urged the communications sector to defend against cyber threats, while also taking measures to reinforce the nation’s readiness and to strengthen the cybersecurity of vital communications services and infrastructure, especially in light of Russia’s actions inside of Ukraine.
Rosenworcel also recently shared with her colleagues a Notice of Proposed Rulemaking that would begin the process of strengthening the commission’s rules for notifying customers and federal law enforcement of breaches of customer proprietary network information (CPNI). The inquiry under consideration would build on those efforts, the FCC said.
The post FCC Takes Steps to Protect Against Cyberattacks From Russia and its Agents appeared first on Radio World.
She’s served as the Senior Affiliate Sales Director for the Networks Division since September 2019.
Now, this individual, who played a key role in the launch of digital multicast networks Antenna TV and Rewind TV for Nexstar Media Group, is being promoted to VP/GM under Networks Division President Sean Compton.
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The 9am Eastern earnings call scheduled for today was cancelled. That’s because TEGNA is going private, with Soohyung Kim’s Standard General and Apollo Global Management teaming up to acquire the television broadcasting company.
That didn’t stop the owner of such stations as WUSA-9 in Washington, D.C., and KGW-8 in Portland, Ore., from issuing what will likely be its final fourth quarter results under CEO Dave Lougee.
How did TEGNA do in the last three months of 2021? Total company revenue came in as expected, and beat the Zacks Consensus Revenue forecast.
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VIZIO Ads is expanding its omnichannel offering via a partnership with TransUnion.
This, VIZIO says, will enable its advertising partners to leverage its data from 19 million Smart TV households off-platform, to reach consumers on millions of mobile devices with a “cohesive” experience.
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Public speaking is so much about the words we say and how we say them that we seldom think about the pauses. For “Zoom expert” and longtime public relations professional Rosemary Ravinal, “The periodic mini moments of silence or breathing are just as important as speaking. They vary in length and can be powerful allies to build trust and make your verbal communication more human.”
A pause holds many benefits. She explains what they are in this column.
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San Francisco Projects Engineer Bill Ruck and I have been conversing via email about the Pin 1 grounding issue discussed in Workbench in December and January, especially the problem encountered when interfacing gear to an outside source, such as an event sound contractor.
Bill built up a variety of XLR adaptors that he keeps organized in one of those black cotton bags found at Harbor Freight. The first photo shows his male and female XLRs brought out to a barrier strip.
This adaptor makes lifting grounds or switching “HOT” pins on the XLR easier than disassembling and resoldering connector pins. Now Bill can try different configurations with only a screwdriver and see what works best. He can also change from balanced to unbalanced by moving the lugs on the barrier strip.
Fig. 2: The same idea, but bringing the conductors out to alligator clips.The rig in the second photo can be used in a similar fashion, as it brings the terminals out to alligator clips. Bill made up two other adaptors, seen in the third image. On the left, this jumper has Pins 2 and 3 reversed. The assembly on the right lifts the ground, Pin 1.
You’ll note that Bill took advantage of his labeling machine to identify all the adaptors and to include his name — less of a chance of something “walking off.”
Bill also provided a link to an interesting series of papers about the “Pin 1 problem” should you want further information. The URL, appropriately enough, is www.pin1problem.com.
Gotta run for shade
Alan Peterson, national production director and weekend program coordinator for the Radio America Network in Arlington, Va., and former Radio World columnist, has been following our Pin 1 discussion too. He offered a simple mnemonic to remember the order of XLR connections: “2 is Hot, 3 is Not.”
Likewise, Alan reminded me that Kool & The Gang permanently cemented the standard in 1979 when they rolled out the song, “Too (2) Hot.” Hum that to yourself and you will never forget!
He adds that he wished XLR plug manufacturers would emboss larger numbers on those connectors. Yes, Alan, my eyesight is failing, too.
Alan then surprised me with news that he’ll be retiring in March from Radio America. Congratulations!
Man Cave
I’ve gotten a number of great comments about our description of Harry Simons’ living room studio, which he built in retirement. More than one engineer wanted to know what Harry’s wife had to say about turning the living room into a studio. No problem there, Harry’s single!
Slippery when cold
When it snows and sleets down in the Carolinas and Georgia like it did recently, you know it’s winter. And that means keeping something handy to keep your locks working.
We’ve written about the many great applications of WD-40 Multi-Use Product. Educational Media Foundation Field Tech Scott Todd writes that when it comes to spray lubricants, especially for locks, you may also want to try a couple of other options, both available from Amazon.
The reviews for PB B’laster Penetrant note that it stinks. Also, that it’s a great penetrating oil but not a silicon lubricant. PB B’laster Silicon Lubricant, on the other hand, contains a higher concentration of silicone than other brands, which means longer-lasting lubrication. It’s formulated with a Teflon polymer. This compound is a clear, non-evaporating formula that can lubricate and protect not only metal, but also plastic, wood, rubber, vinyl and leather products.
[Check Out More of Workbench Here]
Scott says that in his opinion, the gold standard in lock lubricants, bar none, is Kano Laboratories’ Penephite Graphited Penetrating Oil. On Amazon, this spray has a 78% five-star review. It consists of a combination of oils, solvents and micron-sized graphite in a suspension. The oils and solvents carry the graphite into infinitely small spaces to loosen frozen parts. Once deposited, the graphite provides long-lasting lubrication.
Strong not silent
Back in September 2019, we published a Workbench tip from EMF’s Ken Beckwith about constructing an EAS Loop antenna out of PVC. Carroll Broadcasting’s Lance Coon wrote in recently to say he was looking to build this antenna for his stations but needed clarification on one point.
In the article, we mentioned improving the “strength” of the loop by adding a piece of conduit down its middle.
Lance wanted to confirm that be “strength,” we meant the rigidity of the loop, not the strength of the signal.
Lance, you are right. To increase the signal strength or sensitivity, you’d add more turns of wire to the loop. Mounting shouldn’t be critical; just be sure the edge of the loop is pointing toward the EAS signal you want to receive. Be sure to send us a picture of your completed project, Lance!
John Bisset, CPBE, has 50 years in broadcasting and is in his 32nd year writing Workbench. He handles western U.S. radio sales for the Telos Alliance and is a past recipient of the SBE’s Educator of the Year Award.
Workbench submissions are encouraged and qualify for SBE recertification credit. Email johnpbisset@gmail.com.
The post Workbench: Adaptors Help Solve Pin 1 Problems appeared first on Radio World.
Retired broadcast engineer John Warner died Friday at age 73.
The cause of death was not announced. His daughter told Radio World that it was not related to COVID.
Warner was known widely as an expert in AM radio engineering. In 2010, when he was vice president of engineering for Clear Channel Communications, Radio World wrote: “When it comes to AM radio stations in the United States, perhaps no engineer has quite the number of sites to worry about as does John Warner.” Clear Channel’s AM properties typically numbered 250 to 300 at that time.
He later held the title of vice president of AM transmission for the company, which had been renamed iHeartMedia.
Jeff Littlejohn, executive vice president, engineering and systems for iHeartMedia Technology Operations, said this weekend, “He was truly respected for his knowledge of AM, not only from the iHeart engineering staff, but also from the consulting engineering community at large. I never saw a problem that John could not beat. John loved to teach others about his craft, so any engineer that was eager to learn would have John as a willing teacher.”
Early startWarner became interested in radio as early as age 8 or 9, he told Radio World’s Michael LeClair in 2010.
“I owned a crystal set when I was young. My father was interested in radios, and I built a small radio as a scouting project. My mother actually taught me to solder. During World War II, she worked at Bendix Radio in Baltimore, which manufactured aircraft and tank radios for the war.”
Warner lived on a farm as a child and became interested in antennas so that he could pick up different kinds of radio signals.
“I used to listen to all the European broadcasters via shortwave, and I experimented with long-wire and curtain array antennas. My father encouraged my interest in radio, and for one of my birthdays he gave me a telephone pole, which he then helped me to put in the ground to use as a tower that I could use to make experiments.”
He attended the University of Maryland for two years in 1966 and 1967 and studied defense electronics and electrical engineering. He did not obtain a formal degree because his family did not have enough money to let him complete college, but he later went back to school and took further engineering courses at Johns Hopkins.
His first job in radio was at station WBAL in Baltimore in 1979, a a 50 kW clear-channel AM station on 1090 kHz with a high-power directional array.
Warner credited veteran engineer Harrison Brooks, who had just retired at that time, with teaching him a lot of the history of WBAL and about broadcasting in the Baltimore area.
He also credited Ron Rackley, whom he met in 1986, with influencing his career. “We were installing a new Continental 317C at WBAL, and to improve the stability of the array, we also replaced the sample system at the same time and did a full proof. Ron and I struck up an immediate friendship while working on that project and we’ve stayed in touch ever since.”
John Warner with tower-based matching and filtering equipment for a five-tower triplexed DA in Boston designed by Ron Rackley. Courtesy Tom KingRackley gave Warner his first copy of the MiniNEC code, used to model the behavior of antennas. “In those days it ran on an 8086 class computer, and it would take hours to do a tower model. I remember that you could start a model in the morning and let the computer run all day while working, and come back to find that it had just finished around 5 p.m.,” he told Radio World in that 2020 article.
Warner came to Clear Channel when Jacor was acquired in 1999. Among his duties, he was responsible for overseeing the design and construction of new AM facilities and the maintenance and refurbishing of existing AM stations.
During his career, among other activities, Warner spoke at the NAB Show’s AM Boot Camp and was a member of the Association of Federal Communications Consulting Engineers.
“He thoroughly enjoyed his work and it gave him great purpose in life,” daughter Jenn told RW Sunday. “He loved imparting his wisdom and experience with others and formed friendships with others in the business through collaboration.”
He also enjoyed traveling, photography, gardening, amateur radio and spending time with his grandchildren.
According to his obituary, his wife Lynne Hartwell Warner passed away in 2013.
Funeral services and interment are private.
[Read Radio World’s 2010 profile of John Warner.]
The post John Warner Dies, Was Respected AM Engineer appeared first on Radio World.
GeoBroadcast Solutions is again firing back at iHeartMedia for opposing its request that FM broadcasters be allowed to geo-target content.
The FCC has a rulemaking proceeding on the idea, as we’ve reported; iHeartMedia in a series of filings has voiced concern based on what it calls unresolved technical questions and the risk of splintering the local advertising market.
GBS says its technology, which it brands as ZoneCasting, gives FM broadcasters an advantage by allowing them to air content intended for specific coverage areas for limited periods of time. It uses FM boosters to allow for hyperlocal advertising and content independent of the signals of its primary station within different portions of the primary’s protected service contour.
GBS has compared its technology to iHeartMedia’s AdBuilder website feature, saying that the latter essentially mirrors ZoneCasting in that it allows advertisers to select communities on a map to target their ads.
iHeartMedia argued back that the comparison is inapt.
“In fact, the AdBuilder interface simply allows potential advertisers, including small and medium businesses, to produce and purchase spots to air strategically over iHeartMedia radio stations’ full broadcast service areas and is nothing like FM booster ZoneCasting,” iHeart said in its February 2022 filing.
iHeart continued: “Nevertheless, to support its strawman contention that iHeartMedia is seeking to reinforce and protect its AdBuilder offering, GBS fundamentally mischaracterizes AdBuilder as being essentially equivalent to ZoneCasting.”
The company noted that the NAB has expressed concern about possible undermining of the broadcast industry’s business model if advertisers could select desired target areas of a station’s broadcast signal, thus creating the ability to geo-target affluent “Gold Coast” areas of a station’s service area.
“The lack of comprehensive testing by GBS in a multitude of settings, endorsement by a government agency of a single vendor’s exclusive and proprietary technology, potential for redlining by advertisers, costs to implement and the disruption to net advertising revenues necessary for broadcasters to serve the listening public,” the media company argues.
[Related: “Large Groups Raise a Caution Flag on Geo-Targeting”]
GBS, in a letter last week to the FCC, replies that its fundamental point when comparing ZoneCasting to AdBuilder is that a prominent feature of the technologies is the same: “to enable advertisers to reach intended audience both contextually and geographically.”
The technology company disputes iHeart’s claim that ZoneCasting could burden broadcasters economically.
“That is baseless. The proposed rule would permit the use of geo-targeting technology on a voluntary basis, so it imposes costs on no one,” GBS told the FCC. “If iHeart or any other broadcaster does not want to invest in the future, then they need not. For those broadcasters who choose to adopt this technology, there are options to finance any costs.”
[GBS commentary: “ZoneCasting Will Level the Playing Field for Radio”]
GBS says iHeart’s argument that ZoneCasting could cause harmful interference is based on year-old NAB comments that did not include a technical investigation. “More problematically, iHeart’s Feb. 8, 2022, filing ignores technical demonstrations and analysis of geo-targeting submitted to the commission five months ago that provided robust evidence that geo-targeting using boosters enhances the listener experience, works well with the existing emergency alert system, and causes no interference to any other broadcaster,” GBS wrote.
GBS has said that any resulting co-channel interference or self-interference would be manageable and not detrimental to listeners.
The company goes on to say numerous supporters including stakeholders representing minority-owned broadcasters and civil rights advocates have praised the opportunity to lower the barrier to entry for small businesses seeking to advertise on radio and promote the growth of stations that benefit.
“The proposed rule change advances the public interest by also enabling broadcasters to deliver geo-targeted news, traffic, weather and other vital content to their community. That is the epitome of localism, and the commission should embrace that goal to put radio on par with all other media,” GBS concludes.
The GBS letter, prepared by Covington & Burling LLP, included the graphic below indicating terrestrial radio is the only major broadcast platform lacking the ability to geo-target content.
The post iHeartMedia, GBS Spar Again Over Geo-Targeting appeared first on Radio World.
For African Americans, content is the common language.
According to Nielsen, the U.S. Black population spends more time with media than any other group, with content engagement that consistently drives breakout hits and trending topics alike. Increasingly, Black consumers are taking control of both the economic and media influence they wield and using it to invest in Black experiences, Black communities and Black content.
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