FCC-OK'd Zoned Broadcast Coverage NPRM Released

a bit hasty, given its substantial implications for reshaping FM radio policy,” O’Rielly said. “Any rulemaking that considers taking steps that rely on a proprietary technology should be done under a watchful and extremely skeptical eye.” Commissioner Geoffrey Starks, who has repeatedly endorsed the proceeding as a way to aid minority-owned broadcasters, did so again. GeoBroadcast Solutions’ advertising revenue sharing model would allow smaller stations to install the tech without having to acquire upfront capital, he said. “In the absence of more robust analysis, the assumption that these changes will promote diversity of voices, much less ownership, is incredibly premature,” said O’Rielly. Targeted ads could lead to some broadcasters receiving less advertising, he warned. Starks and Commissioner Brendan Carr said they partnered in support of the item. Getting this NPRM “across the finish line required more than a few oars in the water,” Carr said. As expected, the draft item hews closely to the proposal from GBS, which owns the zoned-broadcast technology enabling geotargeting. The item doesn’t seek comment on proposals from some broadcasters to allow content origination on FM translators. It doesn’t appear to contain any tentative conclusions, seeking broad comment on the technical aspects, how similar programming originating on an FM booster must be to a station’s primary stream, and whether the proposal would affect loyalism, diversity or competition. "The prospect of hyper-localizing over-the-air radio content has great potential for the industry in reaching underserved audiences, as well as providing news and alerts on a regional basis, and improving the advertising revenue for the stations,” emailed a company spokesperson. GBS is "optimistic" that rules for zoned broadcast coverage will be enacted in 2021, the spokesperson said. Starks rounded up supportive comments in a separate news release. "As we battle the COVID-19 pandemic, it is important for hyper-localized content, like news and emergency alerts to be delivered to the communities that need this tailored content the most," said Rep. Yvette Clarke, D-N.Y. "This undoubtedly would boost the ability of minority broadcasters to compete in a highly competitive marketplace and reach underserved audiences," said Clint Odom of the National Urban League. Among those also quoted: National Association of Black Owned Broadcasters President James Winston; Multicultural Media, Telecom and Internet Council President Maurita Coley; and Rep. Tony Cardenas, D-Calif.