A system and method of synchronizing transmissions in a simulcast system by continuously adjusting the signal transmission delay. Timing information that includes a GPS timestamp is continuously generated at a source site, encoded into a timing packet which along with a content signal can be transported over a network link such as T1/E1 or a packet switched network to multiple transmitter sites. Once received at a transmitter site, the timing packet along with the content signal is delayed by an adjustable delay. The GPS timestamp in the received timing packet is compared to a GPS timestamp that is generated at the transmitter site upon arrival of the timing packet. Based on a variance between that comparison and the value of a user-specified target delay, the delay of the received signal is adjusted to synchronize signal transmissions in the simulcast system.