Last week, the FCC approved a long-pending request by GeoBroadcast Solutions to allow FM boosters to originate limited amounts of programming that is different from what is broadcast on the booster’s primary station.  Boosters operate on the same channel as an FM broadcast station and have traditionally been used to fill in holes in an FM station’s coverage area where service that would otherwise be predicted to occur is blocked by terrain obstacles or some other impediment that prevents the main station from reaching a part of the station’s primary service area (in most cases a 60 dBu or 1 mv/m signal) predicted using the FCC’s standard coverage prediction methodology.  As boosters operate on the same channel as the main station, their use has always been limited because of fears of creating interference to the main station’s signal if not properly shielded by terrain or other obstacles.  The service approved last week – called “geocasting” or “zonecasting” – is supposed to allow boosters to originate limited amounts of programming different from the primary station and minimize interference not by terrain, but by other signal timing and coordination methodologies.  The proponent of the system claimed that this would minimize interference and allow stations to originate different commercials, news reports, or other geographically targeted programming in the different parts of a station’s service area to better compete with the geotargeting used by the digital media companies that are now competitors to radio.

Numerous broadcasters, and the NAB, had opposed this effort, as we noted in a recent article on the controversy.  Their fear was that no matter how good the synchronization of these boosters may be, there will still be the potential for some interference.  Just by putting more signals on the FM band in close proximity to each other, some interference naturally will result.  Objections were also raised about the economic impact of the proposals.  With more radio inventory addressing fewer people, there are fears that the implementation of this proposal could drive down radio advertising prices far below the rate now in place.  In addition, there are worries about the impact that geocasting could have in outlying smaller markets – as big market stations could use boosters in outlying parts of their service areas to target advertisers in these areas, taking advertising away from the full power stations serving those outlying communities.  The FCC’s order last week noted that the New Jersey broadcasters expressed particular concern, as New York and Philadelphia stations could use boosters to target advertisers who now buy advertising on New Jersey stations to reach local consumers because rates on the big city stations are cost prohibitive for reaching a targeted audience.  The fear is that these advertisers will now use the boosters of big city stations and abandon their local broadcasters, and that big stations will get bigger and more dominant, at the expense of the local stations doing local service to these outlying areas.