Virgin Radio to become ‘Absolute’ from September 28

Virgin Radio to become ‘Absolute’ from September 28

Author | exchange4media News Service | Wednesday, Sep 03,2008 8:14 AM

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Virgin Radio to become ‘Absolute’ from September 28

Times Infotainment Media Ltd, a subsidiary of the Times Group, has announced the launch of a new music and entertainment brand Absolute, which will replace its UK rock music station brand, Virgin Radio. The change will formally take effect from September 28.

The station, which claims to have the largest reach in the 15-44 age group, has over five million listeners and users in the UK and the rest of the world. Virgin Radio will also diversify into new areas like standalone branded properties, event ownership, TV and customer transactions like music subscriptions, downloads and ticketing.

The station will also have a fresh line-up of presenters and has embarked on a period of cross-fade to Absolute Radio from 7.45 am on September 28.

The largest multi-platform marketing campaign in commercial radio history will also be starting later this year, using the campaign line ‘Discover Real Music’. Two key initiatives – the open www.oneGoldenSquare.com blog and a new approach to play list meetings with listeners and the music industry, will also be rolled out.

Vineet Jain, Managing Director, The Times of India Group, said, “Rock music, Internet and digital platforms cut across countries, cultures, and all age groups, especially the youth. Our existing strong rock music listener base through FM, AM, DAB in the UK and through the Internet from across the world, positions us uniquely to develop a new-age, multi-platform Web 2.0 music and entertainment brand.”

AP Parigi, MD & CEO, TIML India, said, “The name Absolute Radio is the brainchild of Vineet Jain, MD, The Times Group. As a brand, it is being developed to be unapologetic, cheeky and infectious, with a long-term brand building and investment strategy behind it. We are going to develop this brand, with radio at its core, and diversify the business and revenue opportunities into other related areas. Our ambition is international – this is just the beginning.”

Virgin Radio is owned by TIML Golden Square, a 100 per cent subsidiary of TIML India (which, in turn, is 100 per cent owned by Bennett Coleman & Co Ltd).

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