January 24, 2013

MaxxCasting allows radio broadcasters to maximize market reach and capitalize on revenue opportunities while paving the way for targeted content insertion

Harris Broadcast and Geo-Broadcast Solutions (GBS) are touting a solution based on GBS’ ZoneCasting strategy that will allow radio broadcasters to maximize market-wide signal penetration and revenue opportunities today — even as the industry awaits FCC approval for ZoneCasting.

The MaxxCasting solution uses a network topology similar to the ZoneCasting architecture for targeted, over-the-air radio broadcasting, but instead focuses on simulcasting content to improve coverage. It can be deployed today under existing regulations, expanding market coverage in a more sensible and effective way than traditional signal booster technologies.

“We often hear from broadcasters looking to take advantage of this network topology as our ZoneCasting petition to deliver targeted content moves through FCC approval,” said Peter Handy, CEO of Geo-Broadcast Systems. “The FCC rules currently allow FM stations to deploy boosters to fill in signal coverage gaps, broadcasting identical content on every booster. We have discovered that adding boosters to simulcast across the typical ZoneCasting topology can help broadcasters improve coverage. And the ability to reach more listeners opens new revenue opportunities through advertising.”

The MaxxCasting approach essentially maximizes market coverage today to attract more listeners and advertisers, and paves the way for the unique targeted radio advertising opportunities for which ZoneCasting exists.

“ZoneCasting was created to bring hyper-localization to over-the-air radio, bringing new advertising opportunities to local businesses and to allow stations of any size to better compete in a challenging landscape,” said Richard Redmond, vice president of product management and strategy, transmission systems, Harris Broadcast. “But a high percentage of radio stations today would like to improve their reach. MaxxCasting allows them to fill out the signal area that they originally purchased, to the maximum of what the FCC allows through their broadcast licenses.”

Harris has an exclusive, worldwide license to use and incorporate the GBS ZoneCasting software and hardware design into its Flexiva™ transmitters and Intraplex® SynchroCast® systems for deployment in ZoneCasting systems. Broadcasters would use these same tested and proven technologies for MaxxCasting systems.

The overall solution improves over existing signal booster technologies by minimizing interference while filling in the gaps of a broadcaster’s market coverage — in many cases working in areas where conventional boosters were not successful.

“Your investment is secure because everything you have done today provides a seamless upgrade path to ZoneCasting tomorrow,” said Redmond. “The payoff is clear, as MaxxCasting can help stations grow revenue today by maximizing signal coverage. Once ZoneCasting is approved, broadcasters can use these same boosters within targeted content insertion applications.”


About Harris Broadcast
Harris Broadcast offers products, systems and services that provide interoperable workflow solutions for broadcast, cable, satellite and out-of-home networks. The Harris ONE™ solution brings together highly integrated and cost-effective products that enable advanced media workflows for emerging content delivery business models. Additional information about Harris Broadcast is available at www.broadcast.harris.com.

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portatif of Steve Reynolds


Steve Reynolds

Steve Reynolds is President of Imagine Communications, a global leader in multiscreen video and ad management solutions that broadcasters, networks, video service providers and enterprises around the world rely on to support their mission-critical operations.

Steve brings 25 years of technology leadership in the video industry to Imagine Communications. He has served as the CTO at Imagine Communications and Harris Broadcast, Senior Vice President of Premises Technology at Comcast, Senior Vice President of Technology at OpenTV, and CTO at Intellocity USA.

Steve earned a MS in Computer Engineering from Widener University and BS in Computer Science from West Chester University. As the Chairman of the AIMS Alliance and a member of SMPTE and SCTE, he has participated in numerous standards-making bodies in the cable and digital video industries. Steve also holds over 40 patents relating to digital video, content security, interactive television and digital devices.