The Times of India Group’s subsidiary, Times Infotainment Media Ltd, has announced the launch of a new music and entertainment brand Absolute, which will replace its UK rock music station brand, Virgin Radio. The change will formally take effect on September 28.

The station, which has the largest reach in the 15-44 years age group, has over 5 million listeners and users in UK and the rest of the world. It will also diversify into new areas like stand-alone branded properties, event ownership, TV and customer transactions like music subscriptions, downloads and ticketing.

The station will also have a fresh line-up of presenters and at 7.45am GMT, September 2, will embark on a period of cross-fade to Absolute Radio. .

The largest multi-platform marketing campaign in commercial radio history will also be starting this autumn, using the campaign line “Discover Real Music”. Two key initiatives –the open www.oneGoldenSquare.com blog and a new approach to play list meetings with listeners and the music industry, will also be rolled out.

Virgin Radio is owned by TIML Golden Square, which is a 100% subsidiary of TIML India (which, in turn, is 100% owned by Bennett Coleman & Co Ltd)

Virgin Radio, which is the only rock format commercial FM radio station in London, has the largest reach in the 15-44 years age group. It is also the only commercial music radio station that covers all UK in the AM format.

The website www.virginradio.co.uk, which is acknowledged as the leading music radio station website in the world in the commercial sector, will also re-brand as www.absoluteradio.co.uk. Over 50% of its online visitors are outside the UK. Absolute Radio (Virgin Radio) was one of the first radio stations in the UK to stream online in 1997.

Mr Vineet Jain, Managing Director, The Times of India Group, said: “Rock music, Internet and digital platforms cut across countries, cultures, and all age groups, especially the youth. Our existing strong rock music listener base through FM, AM, DAB in UK and through the Internet from across the world, positions us uniquely to develop a new-age, multi-platform Web 2.0 music and entertainment brand”.

Mr AP Parigi, MD & CEO, TIML India, said: “The name Absolute Radio is the brainchild of Mr Vineet Jain, MD, The Times Group. As a brand, it is being developed to be 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”.

Sourced From: PR Pundit