Wireless Group has launched two new Virgin Radio branded digital channels across the United Kingdom. The new channels are available on DAB digital radio, online and on mobile via the Virgin Radio UK app.
Wireless are attempting to build on the brand’s momentum as it diversifies its portfolio and continues to grow its audience.
Virgin Radio Anthems targets 35+ audiences, providing the best guitar-led classics collection available on digital radio, playing crowd-pleasers from the 60’s to the 90’s. The station builds out the fantastically popular Virgin Radio Anthems feature on Virgin Radio UK – playing wall-to-wall anthems from the British Invasion to Britpop. The channel will also become home to longer-form features celebrating classic albums and can’t-miss iconic anniversaries.
Virgin Radio Chilled targets 25-44-year-olds with a more laid-back repertoire showcasing a roster of hugely popular singer-songwriters from Damien Rice and James Bay to Rag‘n’Bone Man and emerging Norwegian star Sigrid. Building on the success of Virgin Radio’s Red Room, the station will also feature star acoustic sessions recorded exclusively for Virgin Radio UK, alongside a varied playlist of chilled out songs.
Both stations will also carry the all new Virgin Radio UK Chris Evans Breakfast Show, which will start broadcasting on Monday 21 January.
Francis Currie, Group Content Director – Music Radio at Wireless, said: “Virgin Radio Anthems and Chilled demonstrate our commitment to putting our listeners at the heart of what we do. They’re building out from the DNA of the Virgin Radio UK brand and I’m certain they will provide the perfect music blend for our existing listeners as well as hooking new audiences with their must-listen playlists.”
Scott Taunton, Wireless CEO, added: “Virgin Radio UK is a pillar brand in the Wireless portfolio – and the launch of these two new channels underlines our continued commitment to invest and grow the brand, creating amazing content that delivers. With Chris Evans and his team due to land in the breakfast slot in January, we’re on track to making Virgin Radio UK one of the biggest brands in digital radio.”
The Chris Evans Breakfast Show on Virgin Radio UK will launch on Monday 21 January. In a groundbreaking partnership, agreed in principle between Virgin Radio UK and Sky, Chris Evans will broadcast his Breakfast Show without any ad breaks. Sky’s sponsorship will provide investment to create branded content, competitions and events which will take the Chris Evans Breakfast Show on Virgin Radio to a whole new level.