105.7 Pulzar FM presented a promising alternative to the drab formula of mainstream radio, launching in April 2009 with a fresh mix of energetic music, fresh young announcer talent, local DJ’s and a true Christchurch attitude, based in the CBD and broadcasting to the city. Last Wednesday, Pulzar FM became another victim of the earthquakes, when the small local business was unable to keep up its payments to transmitter hosting company Kordia (a state owned enterprise).

Pulzar FM had done it hard, the directors paid one of the two highest fees nationwide for the frequency when it was purchased in May 2008, they then had to raise funds during the start of the GFC, culminating in the major investor they were negotiating with pulling out in the final week before signing, and then having to push back the launch date while they scrambled to raise enough funds to get to air. Launching on April 18^th, 2009 with a shoestring operating and promotional budget (the station had to be live by May to comply with licensing regulations), over the next 10 months the station’s audience share grew to 2.4% of the Christchurch total radio audience, and they captured 9% of their critical 18-24 demographic, out rating 91ZM by 2.5%. Interestingly, even with the top rated Pop/Dance format radio station in Christchurch, the Pulzar FM team kept hearing from clients that account managers from the media duopoly were continually lying about the station going under; and unfortunately now, possibly for the first time in three years, this has been borne out.

Sales slowly grew and as September started the station was budgeting that by year end they would be in a sustainable position, not bad for a new business trying to find ground in the midst of a global economic crisis where marketing budgets were being slashed and advertising agencies in Auckland wouldn’t look at local stations they weren’t personally familiar with (or affiliated with the two Nationwide radio companies).