Virgin Radio Teams Up With Endemol For Online Show

Virgin Radio has teamed up with producer Endemol to create an online magazine TV show, hosted by Virgin Radio DJ Iain Lee.The weekly ten minute long show, Punch Drunk TV, will be hosted on Virgin Radio’s newly revamped online home www.virginradio.co.uk.

Both Virgin Radio’s and Endemol’s in house sales teams will take the format out to the advertising market with multimedia sponsorship opportunities available. The show will also hold creative branded content and product placement opportunities which, due to Ofcom regulations, wouldn’t be available in traditional TV shows.

Lee joined the station in January 2008 and presents a chat show which airs on Sunday nights from 10pm. Virgin Radio’s multimedia network will allow cross promotion via on air, online and within the TV show.

Andy Grumbridge, Virgin Radio’s digital media director, said: “Highlighting the uniquely complementary nature of radio and online media, Virgin Radio is first over the line with the multimedia holy grail of ‘360 degree’ commissioning – the web show works with both Iain’s radio show and his significant online presence to offer great entertainment across multiple platforms.

“It’s great that a company like Endemol can see and understand the benefits of this non-traditional route to market and I look forward incremental revenue streams for both of us.”

Pasa Mustafa, head of digital studios at Endemol UK, said: “This is the first time that Endemol has joined forces with a radio broadcaster and for us Virgin Radio’s track record in creative and experimental digital media makes them the obvious partner.

“We’re also loving working with Iain Lee – his unique presenting style has already earned him a strong, almost cult online following – he’s the ideal front man for this show.”

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