Harris, Geo-Broadcast Solutions, WRMF Test 'ZoneCasting' Technology
September 12, 2012 at 7:29 AM (PT)
HARRIS CORP. and GEO-BROADCAST SOLUTIONS have begun to build their first commercial test of "ZoneCasting," the companies' technology to allow over-the-air radio broadcasts to geo-target content, including commercials, to the local neighborhood level. The tests will use PALM BEACH BROADCASTING Hot AC WRMF/WEST PALM BEACH and use low-power FM transmitters within a network architecture, delivering synchronous simulcasts in defined zones.
GEO-BROADCAST SOLUTIONS CEO PETER HANDY said, “Radio has always been a target medium for advertisers. ZoneCasting signals an opportunity to be even more hyper-focused. It dives from the greater community to specific neighborhoods, leveraging the localism that makes radio appealing.”
“ZoneCasting leverages proven technology to help radio broadcasters transform and monetize their business,” said HARRIS VP/Product Management and Strategy, Transmission Systems RICHARD REDMOND. “This is not about investing in a new studio or transmitter with the hopes it will improve ratings or revenue. This is about helping broadcasters become more competitive against a fractured marketplace.”
PALM BEACH BROADCASTING CEO DEAN GOODMAN said, “There are local businesses and organizations that have not used radio advertising because it has traditionally been focused across an entire market. The localization of advertising to specific neighborhoods makes radio advertising both sensible and affordable for these companies, while delivering renewed attention from consumers. It is easy to visualize how the advertising success of one neighborhood business would result in competing businesses quickly coming on board.”
“We have submitted tests that prove the validity of the ZoneCasting concept, and have now joined hands with one of the largest and most reliable broadcast equipment suppliers in the world,” said HANDY. “We think this will be very beneficial for the radio broadcast industry -- and as beneficial for listeners as the local advertisers and stations. There will only be winners in ZoneCasting.”