23 November 2005
Virgin Radio is to follow the lead of many of its competitors and extend its two digital radio stations onto digital TV platforms.
Telewest will provide the service, which would see the audiences of Virgin Radio Classic Rock and Virgin Radio Xtreme potentially increase by 1.2 million – the number of subscribers enjoyed by the TV firm.
The latter station launched two months ago and concentrates on a younger audience who may enjoy, for example, new guitar acts – while the former is aimed at older rock aficionados who are fans of the likes of Alice Cooper, who presents a weekday evening show.
According to Media Week, Virgin Radio sales director Nick Hewat explained that the new platform would also serve to provide advertisers with "the chance to reach a larger audience through cross-station campaigns or target a niche demographic by featuring on a single station".
Virgin Radio Classic Rock can be found on channel 950, while those who tune into channel 951 will be able to listen to its sister station.
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