The Commission could also decide to order more testing. He says this is good technology that will benefit the radio industry.Ĭomments are due by June 21st, then The FCC will look at all sides and issue a decision. On Tuesday we spoke to Roberson who said the NAB does not have a legitamate concern regarding the technology and, with the comments they’ve filed, they are only trying to discredit his reports. You can read those reports HERE and HERE. Roberson issued two reports that prove the technology does not cause interference. Roberson’s company provides specialized engineering focused services in the areas of radio frequency spectrum management, RF measurement and analysis, strategy development, and technology management.” He says the GBS technology has been tested by Dennis Roberson, the CEO of Roberson and Associates, a technology and management consulting company that has government, commercial, and academic customers. Udowitz tells Radio Ink the tests show 100% that the technology will not interfere with other radio stations. Whatever the NAB’s motivations may be, the FCC’s record shows that the vast majority of radio station owners support geotargeting.” So now, in the final stages of the FCC’s review, the NAB claims geotargeting is somehow unsafe. This was provably false given every other communications platform can and does geo-target its audience. When that was shown to be false, the NAB insisted geotargeting would be bad for business. First, it was because the technology was racist. Then for some reason, the NAB switched sides, and the reasons for the about-face continue to shift. Interestingly, our critics were once our champions, including NAB which first supported geo-targeting radio technology because it was clear that hyper local is in the interest of an industry dedicated to localism. “We’re confident that geo-targeting technology for radio is a viable and outstanding opportunity for radio stations, listeners, and advertisers. GBS Spokesperson Robert Udowitz responded to the NAB filing. The NAB concluded that “ZoneCasting will cause unavoidable, unresolvable interference that will harm listeners in large geographic areas.” Now, in addition to GBS’s flawed policy justifications, the radio broadcasting industry has concluded that GBS’s technical claims are defective as well, and permitting ZoneCasting’s operation will almost certainly drive listeners away from terrestrial radio.” However, the radio industry’s subsequent examination of GBS’s proposal revealed certain fatal flaws in GBS’s policy rationale. “We supported public consideration of GBS’s Petition for Rulemaking proposing ZoneCasting, and commended the FCC for exploring new ways to help local radio remain a robust service for the American public. In comments submitted to The Commission Tuesday, the NAB writes that it went into the proceeding with an open mind. The NAB says the tests were merely cosmetic. The trade organization comments that the tests only show the reviewers what the system’s proponent wants them to see. The NAB says the tests GBS is conducting only puts the system’s best foot forward and did not put the technology through any real world challenging scenarios.
If the ads are geo-targeted the dealerships can each get their own tag, at the end of a commercial, so listeners in their area can hear that advertiser’s specific location and telephone number and not the other. The rule change would allow stations to geo-target right to those areas.Īn example of how this might work would be two Toyota car dealerships on opposite sides of town. Or, for advertisers who know their customers are only going to travel a mile or two to their location. One of the advantages the technology would bring to stations is an ability to increase ad revenue by targeting smaller businesses in specific areas that, perhaps, cannot afford the higher rates on the station. “To the contrary, these tests – and the fact that more robust, objective tests were not pursued – make clear that ZoneCasting will cause unacceptable interference that harms consumers and undermines the public interest.”
The NAB says the tests GBS has conducted are either invalid and/or useless, and do not support GBS’s claim that ZoneCasting can be deployed without negatively impacting the listener experience.
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