Virgin Radio Looks To Tackle Regional Market

Virgin Radio is planning to expand into the regional market and has announced its intention to launch FM radio stations in the West Midlands and Glasgow.

The Glasgow-based Scottish Media Group is in the final stages of developing a new regional format of Virgin’s national station in bid for the proposed West Midlands FM licence. The move is part of SMG’s plans to extend the Virgin Radio brand on a regional level.

The station will be broadcast from the West Midlands by new local DJ’s and will play broad-based rock music. There will also be specialist evening shows to cater for the specific tastes of the region, including a new talent spot to showcase up and coming local bands.

Bobby Hain, radio development director at Virgin, commented: “West Midlands is the home of rock music in the UK. Rock music is the UK’s number one genre, yet no station reflects the vibrant buzzing rock scene. Virgin Radio West Midlands will redress the balance.”

Last year SMG steadily increased its stake in Scottish Radio Holdings to 29.5% and analysts have suggested that SMG may make a bid for the group following the introduction of the new ownership regulations contained in the forthcoming Communications Bill. Such an acquisition may hasten the roll out of the Virgin Radio brand.

The latest RAJAR data for the period ending December 2002 saw Virgin Radio’s total weekly reach drop by 12.9% year on year to 2,817,000. Virgin Radio, along with other UK radio groups, will be anxiously awaiting the latest RAJAR figures for the period ending March 2003, which are released tomorrow.

Full analysis will be available on NewsLine from 10.30am.

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

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