This contribution will measure the acceptance of location based services (LBS) regarding one of two already chosen model regions of europe. it will reflect the chances for (regional based) media businesses to deal with increasing pressure arising from markets. Especially enterprises with content-driven business models will possibly be forced to integrate LBS to increase the value of communication measured by their recipients. Concerning media management, one could state an ongoing trend leading to detailed geo-tagged hyperlocalization (for both sides of two sided markets). There is great amount of research on the drivers of behavioral intention existing, one of the most prominent models is the Unified Theory of Acceptance and Use of Technology (UTAUT). This model is used as blueprint for the study integrating a quantitative online survey with quota sample.