Pulse FM grows its brand in Hobart beyond just radio

Supplied / by Luke Bowden

Pulse FM has moved to reposition itself as a content creator, beyond the realms of simply existing as a radio station.

The station, which began as a narrowcast radio station in 2016, has grown to become Tasmania’s number one privately owned online content creator.

Pulse is keen to keep growing its brand beyond radio, with its youth-focussed CHR format already hugely popular in the state.

“We identified a large divide between our on-air and online audiences and felt more needed to be done to close the gap,” GM Josh Agnew said.

“This branding restructure will bring us closer to our audience, with our on-air outlet moving in-line with our digital platforms, all sitting under the ‘Pulse’ brand, rather than our digital brands being a subsidiary of the radio station.”

In terms of numbers and growth, Pulse now reaches more than 150,000 Tasmanians each week and 20,000 weekly listeners across FM and online in Hobart.

The station now puts out a mix of news and lifestyle content across its website and growing social media platforms.

Moving forward, the ‘Pulse FM’ wording will become more of a heritage part of the brand rather than a focus, as Pulse moves forward.

Pulse FM GM Josh Agnew / by Zak Simmonds

“Over the coming months, our audience can expect substantial enhancements to the Pulse content they know and love, with an improved focus on original local content,” Agnew continued.

“Our focus will shift from ‘running a radio station with separate online platforms’ to creating a unified product with local content that is consistent across all platforms; on-air and online.”

Pulse FM Hobart’s existing logo and name will remain.

“We are continuing to explore new and emerging platforms to bring our content to even more people across Hobart and Tasmania and are working to further strengthen our presence on existing platforms.

“Through this branding change, we look forward to providing content that is even more relevant to our audience, and a more unified advertising service to our sponsors.”

“The pulsefmtas.com.au website will continue to serve as the hub for all our digital content, and we look forward to developing our partnership with Australian Radio Network to provide an improved content space for our listeners on their iHeartRadio platform.”