Virgin Hails Success Of Mobile Internet Radio
Virgin Radio has hailed the launch of its mobile internet radio service as a success, after nearly 500,000 listening hours were clocked up within the first two days of operation.
The service, which allows listeners to tune into Virgin’s flagship station, as well as digital spin-off stations Virgin Radio Classic Rock and Virgin Radio Groove, works by tuning into internet radio feeds via a 3G mobile phone.
Listeners worldwide have taken to the service, however, with most downloads of Virgin’s proprietary audio playing software coming from the Russian Federation, United Kingdom, Italy, USA and Thailand, followed by India, Sweden, Czech Republic, Turkey and Finland.
Virgin’s software is built on technology provided by music-to-mobile firm, Sydus. Saumil Nanavati, president of the company said: “Sydus has enhanced the existing relationship listeners have with their favourite radio stations. With the support of our listeners and a free-of-cost service, we are able to provide a successful mobile radio service to over 91 countries, something that has never been done before by radio. We are also experiencing an emergence of a new paradigm in accessibility and choice. The winner, ultimately, is the consumer.”
James Cridland, head of new media strategic development at Virgin Radio, added: “Clearly there is a huge demand for radio via the handset in everyone’s pocket. Virgin Radio is now at the heart of mobile entertainment, providing quality content to thousands of people. It is great to make our stations available on what we believe will become the most important growth area for radio in the UK across the next few years.”
The strong start to the service comes after Sydus was signed by Virgin to provide front and backend systems to enable global listening via mobile phones earlier this year (see Virgin Offers Digital Radio To Mobiles). The free application can be downloaded from www.sydusmobile.com/download.html or www.virginradio.co.uk/thestation/mobile.
Virgin recently announced that it would boost the appeal of its spin off station, Virgin Classic Rock, with the inclusion of live programming in its schedules. The move, designed to increase audiences and create a more tangible station identity, should be in place by the end of the month (see Virgin To Boost Rock Station With Live Output).
Virgin Radio: 020 7434 1215 www.virginradio.co.uk