Virgin Launches Separate Branding For Online Radio Stream

Virgin Radio has announced a new three part marketing strategy, and will launch the first stage on 9 October. From this time, advertisers will be able to use Virgin’s online radio service as a separate advertising medium to Virgin Radio.

The programming of the internet and digital channel will remain the same, but it will be branded separately. Virgin Radio’s Lee Roberts said, “We know that the potential for online radio as an independent part of our business is significant,” while Virgin claims that advertising and sponsorship on virginradio.co.uk already generates net revenues of up to £100,000 per month.

The next stage in the strategy will be to invest in alternative online radio streams, then create variants of the current Virgin Radio designed to target specific listeners. Stage three is to launch more contract broadcasting and joint venture deals, such as the Levi’s Global Sound Kitchen.

Virgin is anticipating the situation where, thanks to improvements to streaming technology, work PCs will be used for background music. “Radio is the only mass medium which has increased its listening as a result of internet usage, so the market potential for us is enormous,” says Roberts.

Virgin Radio: 020 7434 1215