An entity in a wireless network is configured to increase transmission of a positioning reference signal (PRS) at each of a plurality of transmitters, where the increase in transmission of PRS at each of the plurality of transmitters is coordinated to avoid interference to or from non-PRS transmission in the wireless network. The increase in the transmission of PRS may be performed by a server, such as a location management function (LMF) or location management component (LMC), a base station, such as a gNB, ng-eNB, or eNB, or by a combination of the server and base station. The entity may determine the increase in transmission of the PRS in response to location requests for a plurality of user equipments (UEs), notification reports from a plurality of base stations, or requests for increased PRS from a plurality of UEs.