Six years of community radio come to an end this month as Te Puke-based station Kiwi FM goes off the air.
Kiwi FM's founder Debbie Chote said that with the current economic climate putting a strain on advertising, the station's closure was "a sign of the times".
The station has provided listeners in Te Puke, Tauranga, Mount Maunganui, Rotorua and Matata with a community-oriented voice.
Te Puke Sports World owner Nigel McPherson said the closure was a shame.
He had advertised with Kiwi FM from the start and was a firm believer in buying local and supporting local radio.
Ms Chote, known to her listeners as Debz, said her sole intention for the station was to make people smile.
"We're all about the positives. We just don't talk negative."
Ms Chote said she was unsure whether Kiwi FM would return to the air in the near future.
The station's slot at 92.2 will be filled by Radio Bay of Plenty Limited's 1XX as of May 27.
Radio BOP is keen to hear from anyone who is interested in using the facility occupied by Kiwi FM.
1XX is New Zealand's largest independently run station.
It airs in Te Puke, Ohope, Whakatane, Kawerau, Opotiki and Edgecumbe.