From today, Hobart radio station Pulse FM will become positioned as a content creator rather than a traditional radio station, to allow for greater expansion of the Pulse brand in Hobart. 
 
“Beginning as a narrowcast radio station in 2016, Pulse FM has grown to become Tasmania’s number one privately owned online content creator, reaching more than 150,000 Tasmanians each week,” according to General Manager, Josh Agnew. 
 
“We identified a large divide between our on-air and online audiences and felt more needed to be done to close the gap.
 
“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.” 
 
Pulse FM has an estimated 20,000 weekly listeners across FM and online in Hobart with its youth focused narrowcast CHR format. Pulse FM’s mix of news and lifestyle content across its social media platforms and website has taken off in recent times, prompting the branding change.
 
“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,” he 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.”
 
The existing logo and “Pulse FM Hobart” name will remain; however, the ‘FM’ wording will become more of a heritage part of the brand rather than a focus on the radio platform. 
 
“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,” says Mr Agnew.