IL FORUM DEI FANS DI VIRGIN RADIOVIRGIN RADIO ITALY - ROCK EXTREMEVIRGIN RADIO ROCK CLASSICOVIRGIN RADIO XTREMEVIRGIN RADIO CLASSIC ROCKOUI FM - LA RADIO PARIGINA ALL ROCK DEL  GRUPPO VIRGINVIRGIN RADIO UKVIRGIN RADIO ITALIALA HOME PAGE DI VIRGIN RADIO WORLD.COM

Virgin Radio cuts back digital operation
FROM VIRGIN RADIO WORLD.COM NEWSROOM BY ROBERT BILLVILLE

Virgin Radio is to shut down one of its three digital spin-off stations, Virgin Radio Groove, and has pulled out of the Channel 4 Radio national digital multiplex.

Virgin Radio Viva was due to launch on the new Channel 4 platform next year, aimed at 15- to 29-year-old women.However, the SMG-owned station has decided not to proceed with the launch, and is also closing Virgin Radio Groove, aimed at older women with a mix of Motown, soul and disco music.

The Virgin Radio executive chairman, Richard Huntingford, said the closures were part of a plan to concentrate its resources on Virgin's core brand values."I think we are doing the sensible thing. We are making sure we focus our digital investment on the areas that are really core to our radio proposition. Like everybody else in the business we have to make sure we can see the right return on our investment," he said.

"We are moving towards that critical mass where we will start moving into profitability [on our digital stations] but we are not quite there yet."Virgin Radio Groove is the only Virgin station which is not based around guitar rock and has struggled to make an impact. It had 94,000 listeners in the third quarter of this year, according to the latest Rajar figures.

The Virgin Radio Classic Rock station is the broadcaster's most successful digital outlet, with 244,000 listeners. Virgin Radio Xtreme lags behind with a weekly audience of 82,000. Virgin Radio Groove's closure follows a strategy review of Virgin's digital output. It will shut at the end of this year.

Huntingford said the broadcaster had decided to focus on a "a network of guitar-led pop and rock radio stations".

"This is part of a process of getting fit for the future and focusing resources on areas of the business that deliver the best commercial performance," he added.The Virgin Radio boss said he was "absolutely committed" to Xtreme and Classic Rock, which he described as Virgin Radio's "irreverent younger brother" and "slightly older brother".

However, the decision to scrap plans for Virgin Radio Viva is a blow for Channel 4 Radio, which is due to launch in the middle of next year. "It makes sense to take that decision now before one puts time and energy into the start-up," Huntingford said. "It is the right thing to exit that now."

Channel 4 downplayed the impact of Virgin's decision to pull Viva from the broadcaster's multiplex.

"4 Digital Group, the Channel 4-led consortium, has signed nearly all its long-term carriage agreements and is making good progress with the others, since it was awarded the new DAB multiplex licence in the summer," a Channel 4 spokesman said. "The consortium has also secured agreements with nine podcast partners.

"We are confident that we have put together a compelling partnership of industry leaders to take radio to the next level from 2008."

 

 

 

 

© VI  INFORMIAMO CHE QUESTO E' UN SITO NON UFFICIALE DEDICATO A VIRGIN RADIO IN ITALIA.I MARCHI E I NOMI PRESENTI IN QUESTO SITO SONO DEI RISPETTIVI PROPRIETARI CIOE' FINELCO E VIRGIN GROUP.IL SITO NON OSPITA NESSUN TIPO DI SPAZIO COMMERCIALE E NON HA SCOPO DI LUCRO.L'UNICA PASSIONE CHE CI ANIMA E QUELLA DI INFORMARVI SULL'UNIVERSO DI VIRGIN RADIO ITALIA E PIU' IN GENERALE SUL MONDO VIRGIN RADIO IN TUTTO IL MONDO.BNNNEWS.IT PUBBLICA I MARCHI A SOLO SCOPO INFORMATIVO.  .CLICCA QUI PER INFO