Virgin Launches Advanced Internet Radio Player
Virgin Radio has enhanced its online radio offering, boosting its radio player and providing direct links for the purchase of mp3 music files, ringtones, CDs and concert tickets at the touch of a button.
Virgin claims the revamped player is the “world’s most advanced,” giving access to the broadcaster’s three stations, as well as showing detailed information on current output, upcoming shows and the last three songs played.
Virgin hopes the new player will encourage interaction between the station and audience, as well as driving online listening hours.
James Cridland, head of strategic development, new media at Virgin, led the team responsible for the new player, giving the technology its first public demonstration at the Radio Festival 2005 in Edinburgh yesterday.
He said: “We’ve developed this revolutionary Radio Player to ensure our online listeners have the very best experience from the moment they tune in. The new model delivers a true Virgin Radio brand experience and will be the most interactive radio experience available online. More features, increased personalisation and greater usability will reach out to millions of listeners and keep them hooked onto the station for longer.”
The new radio player sees Virgin continue its strategy of online innovation, since becoming the first radio station in Europe to stream live in 1996.
Listeners are now able to interact with the station’s DJs by emailing requests, comments or joining the Virgin Radio VIP Chat Room, as well as watching DJs live via the studio webcam.
The new player also enables listeners to access old shows, via a ‘listen again’ feature, while advertising banners and competition links provide services to listeners, while also driving revenue streams for the station.
“For many listeners visiting from partner or linked sites the player is the first, and sometimes the only place they interact with the station and the brand,” Cridland added. “Making sure we are showcasing the station to lengthen listening hours, or providing complementary services is essential. 10% of our listeners first heard the station via the web, making the player interface essential for driving repeat visits.”
He added: “Evidence proves that a quality player does drive listening. 79% of our listeners listen longer since discovering our website, and I expect this new advanced player to drive that figure up further.”
Virgin’s dedication to new technology has seen it widen audiences in some unusual areas. The broadcaster was recently the first commercial radio operator in Britain to adopt podcasting as a method of content delivery. The station also demonstrated the nation’s first example of ‘podvertising’ in order to fund the exercise (see Virgin Makes Podvertising First With Pete And Geoff).
More recently, Virgin has seen success with its internet radio via mobile phone application, allowing listeners to tune in wherever they are in the world, using the latest mobile technology (see Virgin Hails Success Of Mobile Internet Radio). Virgin will also become the first station to broadcast interactive material via mobile phones later this year, using Nokia’s Visual Radio standard (see Virgin Launches Visual Radio For Mobile Phones).
Virgin Radio: 020 7434 1215 www.virginradio.co.uk