Power 106 Pushes Northward

• Meruelo Media’s heritage Hip Hop outlet KPWR (Power 106)/Los Angeles will expand its revenue potential and competitive advantage as it strengthens its signal north of Los Angeles, through the deployment of a three-node MaxxCasting™ system from GeoBroadcast Solutions, described as “a patented technology that enables FM broadcasters to enhance their signals with the deployment of a strategically located cluster of low-to-the-ground, highly directionalized synchronized booster sites.”

Power 106 reaches more than 2.8 million listeners every week; however, residents north of the Los Angeles market, in the mountainous region, and in cities such as Lancaster and Palmdale don’t receive broadcast signals from the main antenna farm located on Mt. Wilson.

“MaxxCasting will improve our signal reach and open up our ability to increase revenues by reaching the large populations on the other side of the San Gabriel Mountains,” said Tomas Trujillo, SVP of Finance & Operations at Meruelo Media. “As the first station in the market to clearly reach listeners north of the market we also see this as a competitive advantage for advertisers trying to reach the northern communities.”

Paul Littleton, Chief Technology Officer at GeoBroadcast Solutions, noted, “More than 80 percent of all FM stations have impediments to utilizing their fully authorized coverage, which impacts its ability to reach listeners and secure ad dollars; and KPWR is no exception. The MaxxCasting framework will increase KPWR’s over-the-air and digital coverage, PPM decodability, and have a significant impact on growing new audience, ratings, and revenue of the station. We are pleased to be able to help provide Power 106 the tools for growth.”