Wireless is creating two new digital radio services for its Virgin Radio brand: Virgin Radio Anthems and Virgin Radio Chilled.
Both will broadcast nationally on the SDL multiplex, which Wireless jointly owns with Bauer and Arqiva.
Virgin Radio Anthems will play classical guitar-led tracks targeting audiences over 35. It is an extension of the Anthems feature on the main station and will become home to longer features celebrating classic albums and music’s big birthdays. Virgin Radio Chilled will host acoustic singer-songwriters and targets 25-44 year olds with artists such as Damien Rice, James Bay, Rag’n’Bone Man and Sigrid. Chilled station will also broadcast acoustic sessions recorded exclusively for Virgin Radio UK.
The NewsUK-owned radio group says it is part of a drive to capitalize on “the brand’s momentum as it diversifies its portfolio and continues to grow its audience.”
The two stations, already available online via the Virgin Radio website, will also feature the new Chris Evans Breakfast Show when it launches on January 21.
Francis Currie, Group Content Director – Music Radio at Wireless, told RadioToday: “Virgin Radio Anthems and Chilled demonstrate our commitment to putting our listeners at the heart of what we do. They build on the DNA of the Virgin Radio UK brand and I am sure they will provide the perfect mix of music for our existing listeners and attract new audiences with their must-have playlists.
Scott Taunton, CEO of Wireless, added: “Virgin Radio UK is a backbone brand in the Wireless portfolio – and the launch of these two new channels underscores our continued commitment to invest and grow the brand, creating incredible content that delivers. With Chris Evans and his team set to land in the breakfast niche in January, we are well on our way to making Virgin Radio UK one of the biggest brands in digital radio.
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