Virgin Radio To Become Absolute

Virgin Radio is to be rebranded as Absolute, with the station due to reveal its new name on air earlier this morning at 7.45am.

Featuring a new presenter line-up, Absolute will use the campaign line “Discover real music” and be putting into place two key initiatives, the open OneGoldenSquare.com blog, and a new approach to playlist meetings with listeners and music industry alike invited to input.

The team behind Absolute will aim to diversify the business into areas such as stand alone branded properties, event ownership, TV and customer transactions eg music subscriptions, downloads and ticketing.

Tim Shaw, ex-Kerrang DJ and the new face of Fifth Gear will be joining the station while Ex-Spandau Ballet singer Tony Hadley, who hosted Friday and Saturday evening shows, will be leaving.

The rebrand comes after Virgin Radio was sold by SMG for £53 million in June to a consortium including The Times of India Group (see Virgin Radio Sale Confirmed).

Donnach O’Driscoll, CEO, Absolute, said: “Absolute is a brand that is 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 start.”

NewsLine reported yesterday that presenters JK and Joel are leaving Virgin Radio after less than a year at the station, to be replaced by Trent FM’s Jo Russell (see JK And Joel To Leave Virgin Radio).

Virgin Radio: 020 7434 1215 www.virginradio.co.uk