UK’s Virgin Radio to rebrand as Absolute Radio
UK national commercial station Virgin Radio, which has a reach of 5 million listeners, is to change its name to Absolute Radio. This follows the purchase of the station in June by TIML, part of the Times of India Group. TIML did not buy the Virgin Radio brand licence and is legally obliged to change the radio station’s name within 90 days of purchase. The new name will be phased in gradually during September, and used exclusively from 1 October.
The Virgin Radio brand licence came with the restriction that the radio station had to remain a UK radio business. TIML says it has ”international aspirations” focused on the North American and European markets, and is looking to diversify the brand into live music, ticketing, TV, mobiles and gaming. The Times of India Group already owns 30 radio stations in India.
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