Radio Survivor

The Pulse Flatlines

Perhaps it was too good to be true. The overcrowded FM dial of the New York City metroplex offered no easy opportunity to bring a new cutting edge dance music station to the radio. But an opportunity was found at the far left end of the dial in the space occupied by TV channel 6 audio. So in February, 2008 87.7 FM the Pulse went on the air using the analog audio of low-power TV channel 6. Then, just 20 months later, the station pulled the plug yesterday at 5 PM, only four hours and forty-five minutes after announcing its imminent demise on air.

The death of the Pulse was not unexpected, given that the station’s owner Mega Media Group filed for bankruptcy in August. No doubt, commercial radio is a tough business in the 21st century, especially following nearly thirteen years of rampant industry consolidation which triggered ruthless cutting of ad rates in order to drive independent operators out of business and into the arms of megabroadcasters like Clear Channel and Cumulus. It’s fair to say that the Pulse had an uphill battle to begin with. Even with a unique format and a potentially very loyal audience, there’s fewer and fewer ad dollars to go around.
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It takes a lot of listener donations to take on $3.5 million of debt and liabilities. That’s how far in the hole the owner of New York City’s 87.7 FM The Pulse found itself when the company, Mega Media Group, filed for bankruptcy last week. Loyal RadioSurvivor readers might recall that The Pulse is actually a low-power TV station operating on channel 6, which butts up against the left end of the FM dial, making its audio channel heard on most radios at 87.7 FM.

Last month I wrote about the quasi pledge drive that The Pulse held to try and stave off financial disaster. I found irony in the station begging for donations given that it’s commercial station run by a for-profit corporation. As it turns out, it’s for-profit in name only, since Mega Media Group only lists assets worth $180,000, less than half of the $414,000 it owes the IRS.

There’s been no report of how much The Pulse listeners donated. The station held a “87.7 is Alive Celebration” on July 24, with all proceeds from the event going to “keeping the radio station alive.” But the New York Daily News reports that the station announced that it didn’t need the donations after all. Maybe the company’s management figured out that taking listener’s money might mess up their bankruptcy plans?

It’s difficult to draw any generalizations from The Pulse’s bankruptcy. While finding a backdoor into the country’s largest radio market via a low-power TV station might be cheaper than buying an existing station, that doesn’t mean it comes without cost or risk. And, as I noted before, we don’t know to what extent management fumbled the ball, either. There were apparently plans to launch a record label in concert with the station. At this point it’s hard to know which is the worse business to get into right now, commercial radio or records.

Mega Media Group filed for chapter 11 protection, which means it’s hoping to reorganize. Presumably, the station will remain on air in the meantime.

A couple of weeks ago I was scanning the FM band as I made my short commute from my far-north Chicago neighborhood to WNUR in Evanston for a station meeting. At the bottom end of the dial I encountered a fading station playing a steady stream of smooth jazz with no DJ. I’d never heard the station before and I pretty much know every noncommercial station on the north side of Chicago and north shore ‘burbs. My first assumption was that it was a pirate station, perhaps run by a disaffected smooth jazz fan in protest of the recent loss of format stalwart WNUA.

WLFM 87.7FM & Channel 6

Still listening to the station on the way home I heard commercials, but still no station ID, leaving me more confused. Listening a bit longer at home gave no more clues, so the internet I did search. I quickly learned that the station at 87.7 FM is not a radio station, but actually TV channel 6, WLFM-LP. And I was right that the broadcast was a direct reaction to the shuttering of WNUA.

You see, analog TV channel 6 bumps right up against the bottom of the FM radio dial. TV sound is also frequency modulated, just like radio, so the sound for channel 6 can be heard at the very bottom of the dial. But, you might be thinking, “didn’t analog TV go away on June 12? Wouldn’t that kill WLFM?” Well, if you’re talking about a full-power station on channel 6, you’d be right. But WLFM is a low-power TV station (LPTV) and the digital changeover didn’t happen for LPTV.

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