Europe 2 changes into Virgin Radio
Lagardere SCA, France’s largest publisher, will rebrand its Europe 2 radio
and television stations with the Virgin name and will pay a licence fee to
billionaire Richard Branson’s Virgin Group Ltd.
Lagardere will pay a fee of up to 1 per cent of sales, the Paris-based
company told a news conference yesterday. The 10-year deal means “hundreds
of thousands” annually to Virgin, said Didier Quillot, the head of
Lagardere’s press and broadcast unit.
Europe 2 radio, a music station catering to young adults, will be renamed
Virgin Radio. Europe 2 TV will become Virgin 17. The company’s radio
properties also include the Europe 1 talk station in France and Europa Plus
Lagardere aims to increase Virgin Radio’s listeners and make the station one
of the top three in terms of popularity among French 15- to 24-year olds,
from top five now.
(thestar.com Mike Terry via mwdx)