NAB, IHeart Slam Geotargeted Radio
GeoBroadcast Solutions’ (GBS) geotargeted radio proposal “threatens to completely upend the radio industry’s business model with only an illusion of an upside,” said NAB and iHeartMedia in a call Monday with an aide to FCC Commissioner Geoffrey Starks, according to…
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an NAB ex parte filing posted Thursday in docket 20-401. Starks has been a vocal proponent of the geotargeted radio technology as a way to make minority-owned radio stations more viable. “The reality is quite the opposite,” NAB and iHeart said. Geotargeted radio will put downward pressure on ad rates, hurting smaller broadcasters, said NAB and iHeart. It could also be used to specifically target more affluent areas, and could lead to interference concerns, the filing said. GBS didn’t comment.