Cumulus Media Hot AC 104.5 WXLO Fitchburg/Worcester MA intends to increase its sales reach in the Boston market with the addition of Aktira’s ZoneCasting on its three booster signals early next year.

The move will allow the station to implement the recently adopted booster localization rules that allow up to three minutes per hour to be unique programming for each booster. WXLO has three boosters covering Boston. WXLO-1 covers the city itself, WXLO-2 serves suburbs such as Burlington and Lexington, while WXLO-3 serves part of the city as well as Brookline, Newton, Somerville, and Waltham.

Cumulus VP/Market Manager Bob Goodell said, “Cumulus is bringing together two complementary technologies to make local radio more relevant and measurable. Xperi’s DTS AutoStage platform, with more than 90,000 connected Boston vehicles providing daily radio listening data, gives us a clearer, near-real-time view of where in-car listening is occurring, while ZoneCasting™ gives us the ability to deliver selected advertising and content to those specific parts of the market. Together, they allow our customers to better take advantage of where people are listening, not just where they live.”

GeoBroadcast Solutions CEO Chris Devine stated, “Cumulus is demonstrating what the next generation of local radio can look like. This deployment preserves the broad reach of FM while giving the station greater flexibility to serve the distinct communities within a large, diverse market.”