Prasar Bharati, India’s national public broadcaster, is experimenting with a new transmission technology that allows it to deliver different content to different geographic zones. The technology, called ZoneCasting, is developed by GeoBroadcast Solutions and its Indian partner Geo Global Banad Pvt. Ltd.
What is ZoneCasting and how does it work?
ZoneCasting is a technology that enables the targeted delivery of content to specific geographic zones, optimizing the listener experience. It works by using a network of low-power transmitters that can switch between the main program and the zone-specific program at certain times. The transmitters are synchronized with the main transmitter using GPS signals.
Why is ZoneCasting useful for India?
India is a country with a diverse culture, language, and population. Catering to the multitude of dialects, preferences, and needs of the audiences is a challenge for any broadcaster. ZoneCasting can help Prasar Bharati to streamline its operations and serve the unique needs of all its audiences from one centralized hub. For example, it can broadcast local news, weather, traffic, advertisements, or emergency alerts to different zones without interrupting the main program.
Where and when are the tests taking place?
The tests are taking place in two cities: New Delhi and Bangalore. The tests started in October 2023 and will continue for six months. Prasar Bharati is using its existing FM radio stations to test ZoneCasting. The tests will measure the technical performance, listener feedback, and revenue potential of ZoneCasting.
What are the expected outcomes and implications of the tests?
The tests are expected to demonstrate the feasibility and benefits of ZoneCasting for India’s broadcasting landscape. Prasar Bharati hopes that ZoneCasting will enhance its public service mandate and increase its listener base and revenue. GeoBroadcast Solutions and Geo Global Banad Pvt. Ltd. believe that ZoneCasting will be a game-changer for India’s broadcasting industry and offer new opportunities for advertisers, content creators, and listeners.